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Considering the debate created by genetically modified foods (GMF) in developed countries, the importance of this variable in the decision to purchase milk of consumers in Talca (Maule Region, Chile) and the existence of different market segments was determined via a survey of 400 people. Using a conjoint analysis, it was determined that, in general, the presence of genetically modified foods was more important than the brand or the price. Using a cluster analysis, three segments were distinguished: the largest segments (38.0%) placed greater importance on the manner of food production and preferred milk with no genetic manipulation. The second group (30.5%) also placed greater importance on the manner of food production, but preferred transgenic milk. The third segment (25.8%) placed great importance on brand and preferred genetically modified milk. The three segments rejected store brand products and preferred national brand milk.


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