BEST-WORST CHOICE EXPERIMENT DESIGNS FOR CONSUMERS BUYING DECISIONS FOR PDO CALANDA PEACHES: ATTRIBUTES AND LEVELS
Peaches from Calanda with Protected Designation of Origin (PDO), cultivated in the east part of Aragon (Spain), can be found in the market from the beginning of September until the beginning of November. The main aims of this paper is to identify Calanda peaches attributes, and also levels for some attributes, relevant for consumers buying decisions and to propose an adequate methodology to evaluate those parameters in order to understand consumers choices and the Willingness to Pay (WTP) for the different attribute levels. The selected Best-Worst (BW) methodology is based on respondents ability to choose the best and the worst alternative in a choice set. It allows measuring the impact of each attribute and attribute level. A crucial part of the experiment is to determine the most important attributes and levels to include in the choice set. Following different information sources, two experiments have been undertaken. In the first one, the following attributes have been considered: flavour, smell, texture, colour, ripeness, bag production, size, fuzziness of the skin, packing and price. In the second one, four attributes, with three levels for each one, have been considered: origin (from Calanda with PDO, from Calanda without PDO and other places), packing (active packing, normal packing and bulk), size (small, medium and big) and price (1.5, 2.5 and 3.5 /kg).
Groot, E. and Albisu, L.M. (2012). BEST-WORST CHOICE EXPERIMENT DESIGNS FOR CONSUMERS BUYING DECISIONS FOR PDO CALANDA PEACHES: ATTRIBUTES AND LEVELS. Acta Hortic. 962, 307-314
marketing, consumer behavior, Focus Group, Discrete Choice Experiment design, fruit