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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.


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