Purchasing decisions on date palm fruits: A quantitative analysis of the Khalas cultivar

Abstract

This study examines the attributes of date palm fruits that influence consumer purchasing decisions and measures the attributes’ relative importance weights for understanding consumption patterns relative to the cultivation areas. A case study was conducted for a selected date fruit, Khalas, which is cultivated in Saudi Arabia and ranked first in the world in exported dates. Our empirical investigation is based on utilizing a proposed quantitative analysis that integrated the entropy weighting method and binary logit models. With this survey design, 486 questionnaires were collected. Analysis results revealed a ranking list of preferred attributes, with size, mellowness, price, and color being the most valued. However, this ranking list fluctuates when different cultivated types of Khalas dates are available. The results also showed that consumption patterns may change in terms of preference index and shopping location. The paper concludes with a discussion of managerial implications, limitations, and future research directions.