Choice Experiments’ Findings: A Tool for Fruit Agribusiness Managers’ Decision Making

Choice experiment studies eliciting values for quality attributes provide relevant information to fruit agribusiness managers in various ways. First, it helps orchard managers to know if novel cultivars possess the attributes most valued by consumers. Second, it benefits warehouse and re-tail store managers to apply appropriate techniques to enhance fruit quality characteristics most appealing to consumers. Third, it is valuable for marketing managers to base their strategies on research-based information on consumers’ preferences. Results from a choice experiment showed that consumers were willing to pay $0.19, $0.16, $0.16, and $0.06 for a one unit increase in Anjou pears’ sweetness, texture, juiciness, and firmness liking scores, respectively.

Issue Date:
Sep 01 2011
Publication Type:
Journal Article
DOI and Other Identifiers:
(ISSN #: 1559-2448) (Other)
PURL Identifier:
Published in:
International Food and Agribusiness Management Review, Volume 14, Issue 3
Page range:
Total Pages:
JEL Codes:
The IFAMR is the Official Journal of the International Food and Agribusiness Management Association:
Series Statement:
Volume 14
Issue 3

 Record created 2017-04-01, last modified 2018-01-22

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