文章基本信息

标题：Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies
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作者：Campbell, Benjamin L. ; Mhlanga, Saneliso ; Lesschaeve, Isabelle 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2013
页码：518-541
出版社：Food Distribution Research Society
摘要：Consumers in today’s marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.
关键词：conjoint analysis;market simulation;tender fruit