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标题：Identificación de segmentos de mercado y preferencias hacia dos variedades de durazno fresco: una aproximación mediante evaluación in situ en una frutería de Santiago, Chile
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作者：Mora, Marcos ; Contador, Loreto ; Infante, Rodrigo 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2010
期号：Suppl
页码：47-63
出版社：Journal of Agribusiness
摘要：Consumer behavior regarding two varieties of fresh peaches was studied in a socioeconomically middle-upper level minimarket. 106 two-phase surveys were conducted. The first part was done through a direct interview when the consumers purchased the fruit; the second when the fruit was consumed. The varietes used were the 'Royal Glory' peach and the 'African Gold' canning peach, chosen because they were so distinct. Descriptive aspects of consumption, sociodemographic traits and purchase attitudes were assessed using multivariate and univariate analyses. A demand characterized by preference to purchase in supermarkets was identified. 25% of all those surveyed were young and distinguished by their inexperience in acquiring fresh peaches. The point of sale was the factor which most determined purchase behavior, followed the variety of peach, with supermarkets and the "African Gold" variety being the most preferred. The willingness to pay for desired attributes had the lowest values.
关键词：conjoint analysis;market segmentation;consumer preference;willingness to pay;peach;fresh fruit