Choice Experiments’ Findings: A Tool for FruitAgribusiness Managers’ Decision Making

摘要

Choice experiment studies eliciting values for quality attributes provide relevant information tofruit agribusiness managers in various ways. First, it helps orchard managers to know if novelcultivars possess the attributes most valued by consumers. Second, it benefits warehouse and retail store managers to apply appropriate techniques to enhance fruit quality characteristics mostappealing to consumers. Third, it is valuable for marketing managers to base their strategies onresearch-based information on consumers’ preferences. Results from a choice experimentshowed that consumers were willing to pay $0.19, $0.16, $0.16, and $0.06 for a one unit increasein Anjou pears’ sweetness, texture, juiciness, and firmness liking scores, respectively.