Articles
FACTORS INFLUENCING THE PURCHASE OF FRESH POTATOES IN RETAIL STORES IN PERTH, WESTERN AUSTRALIA
Article number
831_19
Pages
169 – 178
Language
English
Abstract
Freedom from pests and diseases, freshness, skin condition/appearance, firmness and the absence of sprouts are the most important variables influencing the consumers decision to purchase fresh potatoes in a retail store.
Price was of secondary importance, reaffirming that consumers place much greater importance on product quality.
Principal component analysis identified five underlying constructs which were found to vary in importance between respondents on the basis of gender, age and income.
For the majority of consumers, the purchase of potatoes is a routine or low involvement decision, with almost half of the respondents being unable to recall the last price that they paid to buy fresh potatoes.
As prices increased, the quantity of potatoes purchased decreased but not in a linear fashion.
There was evidence of at least two price points and for some 28% of buyers they will continue to purchase potatoes irrespective of the price.
With a superior coefficient of determination (R2) and a smaller standard error (SE), a quadratic model was found to be a more accurate indicator of the price/quantity relationship.
Price was of secondary importance, reaffirming that consumers place much greater importance on product quality.
Principal component analysis identified five underlying constructs which were found to vary in importance between respondents on the basis of gender, age and income.
For the majority of consumers, the purchase of potatoes is a routine or low involvement decision, with almost half of the respondents being unable to recall the last price that they paid to buy fresh potatoes.
As prices increased, the quantity of potatoes purchased decreased but not in a linear fashion.
There was evidence of at least two price points and for some 28% of buyers they will continue to purchase potatoes irrespective of the price.
With a superior coefficient of determination (R2) and a smaller standard error (SE), a quadratic model was found to be a more accurate indicator of the price/quantity relationship.
Authors
P.J. Batt
Keywords
potato, consumer, demand, price, attributes, selection criteria
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