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首页> 外文期刊>Acta Horticulturae >Segments determination of fresh peaches consumers through the conjoint analysis: an approximation to the Chilean market.
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Segments determination of fresh peaches consumers through the conjoint analysis: an approximation to the Chilean market.

机译：通过联合分析细分确定新鲜桃子消费者的方式：近似于智利市场。

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摘要

The agro-food companies' permanent research for efficient and profitable positioning within the domestic and international markets necessarily requires knowledge regarding consumer behaviour, particularly saturated markets. This situation affects the Chilean fruit sector, one of which is the peach market. This research was conducted to: (1) determine the consumer preferences in peach within the domestic market; (2) identify market segments; and (3) to propose a marketing strategy for this product. The data were gathered by administering a structured questionnaire to 50 consumers of peach. To determine consumer preferences, the following features and levels were evaluated: cultivar ('Earlyrich', 'Elegant Lady' and 'Dixon'), presence of an organic certification label, price (high, medium, low), and presentation (4-peach tray, 6-peach tray and loose peaches)..
机译：农业食品公司对在国内和国际市场上的有效和有利位置的永久性研究必然需要有关消费者行为（尤其是饱和市场）的知识。这种情况影响了智利的水果部门，其中之一就是桃子市场。进行这项研究的目的是：（1）确定国内市场上桃子的消费者偏好; （2）确定细分市场; （3）提出该产品的营销策略。通过对50个桃子消费者进行结构化问卷调查来收集数据。为了确定消费者的喜好，对以下特征和水平进行了评估：品种（“ Earlyrich”，“ Elegant Lady”和“ Dixon”），有机认证标签的存在，价格（高，中，低）和外观（4-桃托盘，6桃托盘和散桃子）。

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