Best- worst scaling and market segmentation according to attributes of PDO Calanda peaches
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Etiénne Groot [1] ; Luis Miguel Albisu [1]
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[1] Centre For Agro-food Research And Technology Of Aragón
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- Localización: Economía Agroalimentaria, medio ambiente y medio rural: nuevos enfoques, nuevos desafíos / coord. por Manuel Sánchez Pérez, 2010
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Calanda is a municipality of province of Zaragoza, Spain. Every year since mid September until beginnings of November Calanda’s zone, which aggregate 44 municipalities, produce a famous high quality peach with Protected Denomination of Origin (PDO) “Calanda”. To warrant quality would need to be compensated by high price to be sustainable. The aim of this study is to value by Best-Worst scaling which of ten attributes are more important to consumer when they purchase the product and divide the market in behavioural groups using latent class. As main results the most important characteristics of PDO Calanda are, respectively, flavour and ripeness and the least are packing and fuzziness of the skin. Considering family income of respondents price is an important characteristic for 82.4% of them who income is below to 3,000 €/month. When sample was divided by behavioural groups the number of respondent that consider price as an import attribute decreased to 28.6% of sampling but they are more sensible for price
