Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption
In a prepurchase situation, consumers base their choice decision on external fruit characteristics, from which they infer internal characteristics. This study investigates consumer preference for pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created 27 im...
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| Format: | article |
| Language: | Inglés |
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MDPI
2024
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| Online Access: | https://hdl.handle.net/20.500.11939/8874 https://www.mdpi.com/2304-8158/12/20/3803 |
| _version_ | 1855032870320472064 |
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| author | Pons-Gómez, Ana Albert-Sidro, Carlos Bartual, Julián Yuste, Ferrán Besada, Cristina |
| author_browse | Albert-Sidro, Carlos Bartual, Julián Besada, Cristina Pons-Gómez, Ana Yuste, Ferrán |
| author_facet | Pons-Gómez, Ana Albert-Sidro, Carlos Bartual, Julián Yuste, Ferrán Besada, Cristina |
| author_sort | Pons-Gómez, Ana |
| collection | ReDivia |
| description | In a prepurchase situation, consumers base their choice decision on external fruit characteristics,
from which they infer internal characteristics. This study investigates consumer preference for
pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created
27 images of pomegranates that differed in varietal characteristics: colour (yellow, bicoloured, and
red), shape (round, oval, and flattened), and calyx shape (open, semi-open, and closed). Colour
was by far the most important factor for consumers, followed by fruit shape and calyx shape. Two
preference profiles were identified. Most consumers liked bicolour and red pomegranates equally,
and rejected yellow ones, while a smaller group concentrated their choice on bicolour pomegranates.
In terms of fruit and calyx shape, oval and flattened fruit and open calyx were the most preferred
by both consumer groups. Barriers and drivers for consumption were also investigated. There is
still plenty of room to increase pomegranate consumption. Greater availability of pomegranates and
ready-to-eat arils in grocery shops, obtaining new unseeded/easier-to-peel varieties, and providing
a sensory label would help to overcome current barriers. Marketing campaigns should focus on a
pomegranate’s health benefits and its versatility in consumption |
| format | article |
| id | ReDivia8874 |
| institution | Instituto Valenciano de Investigaciones Agrarias (IVIA) |
| language | Inglés |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | MDPI |
| publisherStr | MDPI |
| record_format | dspace |
| spelling | ReDivia88742025-04-25T14:49:34Z Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption Pons-Gómez, Ana Albert-Sidro, Carlos Bartual, Julián Yuste, Ferrán Besada, Cristina skin colour Calyx shape Fruit shape Healthy properties E73 Consumer economics Seeds Consumer preferences Pomegranates In a prepurchase situation, consumers base their choice decision on external fruit characteristics, from which they infer internal characteristics. This study investigates consumer preference for pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created 27 images of pomegranates that differed in varietal characteristics: colour (yellow, bicoloured, and red), shape (round, oval, and flattened), and calyx shape (open, semi-open, and closed). Colour was by far the most important factor for consumers, followed by fruit shape and calyx shape. Two preference profiles were identified. Most consumers liked bicolour and red pomegranates equally, and rejected yellow ones, while a smaller group concentrated their choice on bicolour pomegranates. In terms of fruit and calyx shape, oval and flattened fruit and open calyx were the most preferred by both consumer groups. Barriers and drivers for consumption were also investigated. There is still plenty of room to increase pomegranate consumption. Greater availability of pomegranates and ready-to-eat arils in grocery shops, obtaining new unseeded/easier-to-peel varieties, and providing a sensory label would help to overcome current barriers. Marketing campaigns should focus on a pomegranate’s health benefits and its versatility in consumption 2024-05-03T10:54:30Z 2024-05-03T10:54:30Z 2023 article publishedVersion Pons-Gómez, A., Albert-Sidro, C., Bartual, J., Yuste, F., & Besada, C. (2023). Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption. Foods, 12(20), 3803. 2304-8158 https://hdl.handle.net/20.500.11939/8874 10.3390/foods12203803 https://www.mdpi.com/2304-8158/12/20/3803 en This work was supported by the project IVIA-GVA 52201 from the Instituto Valenciano de Investigaciones Agrarias. This project was also co-financed by the European Union through the ERDF Program 2021–2027 Comunitat Valenciana. info:eu-repo/grantAgreement/ERDF/PCV 2021-2027/52201/ES/Relanzando la agroalimentación valenciana para una producción y consumo sostenibles y seguros/AgroAlimVal Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ openAccess MDPI electronico |
| spellingShingle | skin colour Calyx shape Fruit shape Healthy properties E73 Consumer economics Seeds Consumer preferences Pomegranates Pons-Gómez, Ana Albert-Sidro, Carlos Bartual, Julián Yuste, Ferrán Besada, Cristina Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title | Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title_full | Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title_fullStr | Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title_full_unstemmed | Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title_short | Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption |
| title_sort | influence of pomegranate appearance attributes on consumer choice and identification of barriers and drivers for consumption |
| topic | skin colour Calyx shape Fruit shape Healthy properties E73 Consumer economics Seeds Consumer preferences Pomegranates |
| url | https://hdl.handle.net/20.500.11939/8874 https://www.mdpi.com/2304-8158/12/20/3803 |
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