MODELS FOR DESCRIBING CONSUMER SATISFACTION WITH PERISHABLE PRODUCE
The consumers response to product offered for sale at retail is the primary driver for establishing and delivering acceptable quality agri-products to the market. One useful measure to establish whether the appropriate quality has been adopted, to position a product within the market, is the level of repeat buyers. A successfully positioned product will have a high level of repeat buyers within their customer mix, while a new or poorly positioned product will be characterised with a high level of new (or lapsed) buyers. Repeat purchase models have been developed and applied to a range of consumer goods. Perishable products have a more complex shelf characteristic, namely variable quality and supply and limited shelf life. The potential to apply these conventional repeat buy models to horticultural products has been investigated. The level of repeat purchases for a range of products at a supermarket has been established, over a six-month period. The relevance of the technique is discussed.
Bollen, A.F., Mowat, A.D., Gillgren, D. and Kusabs, N.J. (2001). MODELS FOR DESCRIBING CONSUMER SATISFACTION WITH PERISHABLE PRODUCE. Acta Hortic. 566, 175-183