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What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments

Abstract

We investigate heterogeneous consumer preferences and willingness to pay (WTP) for various sweet cherry attributes using choice experiments. A mixed logit model and a latent-class logit model are used to estimate consumer WTP for the attributes and identify groups of consumers based on those preferences. We find that consumers of sweet cherries will pay the greatest premium for sweetness and the smallest premium for fruit size. Three groups of consumers are identified—flavor sensitive, price sensitive, and storage sensitive. The results are useful for suppliers of sweet cherries when adopting targeted marketing strategies.

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Copyright
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Corresponding author
Correspondence: Chengyan YueUniversity of Minnesota458 Alderman Hall1970 Folwell AvenueSt. PaulMN 55108 ■ Phone 612.626.3974 ■ Email yuechy@umn.edu.
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M.A. Cliff , M.C. Dever , J.W. Hall , and B. Giraud . 1996. “Development and Evaluation of Multiple Regression Models for Predicting Sweet Cherry Liking.” Food Research International 28(6): 583589.

C.H. Crisosto , G.M. Crisosto , and P. Metheney . 2003. “Consumer Acceptance of ‘Brooks’ and ‘Bing’ Sweet Cherries Is Mainly Dependent on Fruit SSC and Visual Skin Color.” Postharvest Biology and Technology 28(1): 159167.

D.E. Guyer , N.K. Sinha , T.S. Chang , and J.N. Cash . 1993. “Physiochemical and Sensory Characteristics of Selected Michigan Sweet Cherry (Prunus avium L.) Cultivars.” Journal of Food Quality 16(5): 355370.

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J.L. Lusk , J. Roosen , and J.A. Fox . 2003. “Demand for Beef from Cattle Administered Growth Hormones or Fed Genetically Modified Corn: A Comparison of Consumers in France, Germany, the United Kingdom, and United States.” American Journal of Agricultural Economics 85(1): 1629.

J.L. Lusk , and T.C. Schroeder . 2004. “Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks.” American Journal of Agricultural Economics 86(2): 467482.

E. Ouma , A. Abdulai , and A. Drucker . 2007. “Measuring Heterogeneous Preferences for Cattle Traits amongst Cattle Keeping Households in East Africa.” American Journal of Agricultural Economics 89(4): 10051019.

K.E. Train 2003. Discrete Choice Methods with Simulation. New York, NY: Cambridge University Press.

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Agricultural and Resource Economics Review
  • ISSN: 1068-2805
  • EISSN: 1068-2805
  • URL: /core/journals/agricultural-and-resource-economics-review
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