Conjoint analysis of consumer preferences for roasted peanut products in Haiti

Abstract

This study evaluated Haitian consumers' preferences for three attributes of roasted peanuts: form (dry-roasted vs. honey-roasted), country of origin (Haiti vs. USA) and price (lowest vs. most common vs. highest). A sample of 199 respondents from three locations near Port-au-Prince revealed that price was overwhelmingly the most important attribute, although three well-differentiated consumer segments were identified: the largest (44% of the sample) based strictly on price; a second (29%) distinguished by preference for honey-roasted peanuts of Haitian origin; and a third (27%) preferring dry-roasted peanuts imported from the USA. Segment membership was predicted by gender, education, household size, survey location and whether or not respondents were themselves the purchasers of the peanuts and peanut butter they consumed. Market simulation of a proposed, new domestic product (honey-roasted peanuts from Haiti) revealed that a price near that of the currently imported product would maximize domestic revenues at about 15% above the current base.

Mapping determinants of purchase intent of concentrated yogurt (Labneh) by conjoint analysis

“…Price, method of processing, and information on preservatives accounted for 34.54% of the respondents' purchase intents contributing 13.16%, 11.15%, and 10.23%, respectively (Table 2). Purchase intent decreased with an increase in price in accord with previous findings on fruits and vegetables (Van der Pol & Ryan, 1996), traditional cheeses (Souza Monteiro & Lucas, 2001), beef (Mesias, Escribano, de Ledesma, & Pulido, 2005), roasted peanuts (Nelson et al, 2005) and soybean oil (Carneiro et al, 2005). Information on method of processing negatively affected purchase intent of the respondents with the traditional method exhibiting less negative impact as compared to the industrial process of production.…”

“…This apparent lack-of-effect of the behavioral and demographic variables on segment membership indicates that the preference structure of concentrated yogurt consumers is largely shaped by the intrinsic attributes, chiefly sensory quality and fat levels, of the product under the experimental conditions. In the absence of taste as a factor, purchase intents, and the underlying preference structures, of food commodities have been shown to be markedly sensitive to the demographic and behavioral variables of consumers when analyzed by a combination of conjoint and multinomial logit models (Frank et al, 2001;Huang & Fu, 1995;Nelson et al, 2005). However, when tasting was incorporated into the study design, purchase decisions were found to be shaped primarily by taste qualities of products with demographic and behavioral variables exhibiting marginal effects when analyzed by conjoint designs allowing for modeling of intrinsic attributes of products and characteristics of individuals (Enneking, Neumann, & Henneberg, 2007).…”

“…The impact of subjects' variables on segment membership was also analyzed by estimating a multinomial logit (MNL) model that relates the preference structures of the different segments to the respondents' characteristics (Frank et al, 2001;Huang & Fu, 1995;Nelson et al, 2005). According to the MNL model, the probability of a respondent to belong to a particular segment is specified as:…”

“…Conjoint analysis is extensively used in marketing research to evaluate industrial products and services and is being increasingly used in the study of food choices by consumers. The technique has been used in market segmentation and identification of attributes governing purchase decisions of bell peppers (Frank, Nelson, Simonne, Behe, & Simonne, 2001), cheese (Souza Monteiro & Lucas, 2001), eggs (Ness & Gerhardy, 1994), fruits and vegetables (Van der Pol & Ryan, 1996), peanuts (Nelson, Jolly, Hinds, Donis, & Prophete, 2005), processed meats (Huang & Fu, 1995), and yogurt (Luckow, Moskowitz, Beckley, Hirsch, & Genchi, 2005;Vickers, 1993). The objectives of the present work are to identify the contributions of sensory properties, fat levels, price, production technology, and information about absence of preservatives in the product, to purchase decisions of Labneh by conjoint analysis, and to relate purchase decisions to behavioral and demographic characteristics of the products' consumers.…”

Estimación de las preferencias del consumidor por los atributos externos e internos de las hortalizas. Un estudio del consumidor alemán

“…Nevertheless, a review of the literature also supports using this attribute (see Table 1). This is the case of the works by Jaeger et al (2001) or Nelson et al (2005) on fruits, Sánchez et al ( , 2001a, Frank et al (2001) or Dagupen et al (2009) on vegetables, and Huddleston et al (2000), Orth & Firbasova (2003), Bernabéu et al (2007) or Menapace et al (2011) on other food products, e.g., honey, meat, eggs or organic food. Selecting levels for 'country of origin' responds to the goals of the present investigation too.…”