Fresh-cut melon - the money is in the juice.

摘要

This study examines consumer preferences for fresh-cut melon products in the USA. A choice-based conjoint analysis (CBC) experiment is conducted to assess the importance and preference for several attributes of fresh-cut melon products. The CBC analysis was conducted on 126 consumers in July and August of 2004 in the produce departments of Avon and Lafayette in Indiana. Packaging and juice content played a significant role in the choices Indiana consumers made when purchasing fresh-cut melon products. Brand was not as important as the other fresh-cut melon attributes. Indiana consumers had a clear dislike for cup-shaped transparent packages compared with tamper-proof, bowl, and squared packages. However, they were willing to pay a premium for packages that have no fruit juices on the bottom. In conclusion, a product that offers the most desirable characteristics to consumers will have a competitive advantage over products that do not, regardless of brand.