SEGMENTS DETERMINATION OF FRESH PEACHES CONSUMERS THROUGH THE CONJOINT ANALYSIS: AN APPROXIMATION TO THE CHILEAN MARKET

The agro-food companies’ permanent research for the efficient and profitable positioning within the domestic and international markets necessarily requires knowledge of the consumers’ behavior, particularly markets under a saturation condition.
This situation also affects the Chilean fruit sector as well as all its areas, among them, the one of the peaches.
Therefore, this research has the following objectives: 1) to determine the preferences towards peach consumption within the domestic market, 2) to determine market segments, and 3) to propose a marketing strategy for this product.
The main source of information is a structured questionnaire that includes closed questions applied to 50 people that usually consume peaches.
For the determination of the 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).

VI International Peach Symposium

M. Mora, J.A. Espinoza, R. Mino

Conjoint Analysis, segments, consumers, peaches

https://doi.org/10.17660/ActaHortic.2006.713.79