Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/49912
Título: Exploring consumers’ preferred purchase location for fresh fruits
Palavras-chave: Fresh fruits
Market channel
Chain stores
Purchasing behavior
Frutas frescas
Canal de mercado
Cadeia de lojas
Comportamento de compra
Data do documento: Out-2021
Editor: American Society for Horticultural Science
Citação: MARQUES, J. M. R. et al. Exploring consumers’ preferred purchase location for fresh fruits. HortTechnology, Alexandria, v. 31, n. 5, p. 595-606, Oct. 2021. DOI: 10.21273/HORTTECH04865-21.
Resumo: Before consumers choose what and how much fruit to buy, they first decide where to buy it. To address the choices of stores for fresh fruits, this study investigated the influence of market attributes and customers’ attitudes toward their purchasing decisions. Data from a web-based survey of 1658 U.S. consumers were used to conduct multinomial logit regression to investigate the factors guiding their choices regarding four types of stores: chain, independent, club/warehouse, and direct-to-consumer. We found attitudinal scales and market attributes have different effects on the choice of marketplace for fresh fruits. Driven by price and convenience, most consumers prefer chain stores when buying fresh fruits, whereas those same factors deter them from choosing independent and ethnic stores for fresh fruits. The supply of local fruits, friendly atmosphere, and access to desirable fresh fruits positively influenced consumers to purchase fruits at local markets. Our findings can provide insight regarding food retailers and farmers targeting fresh fruit consumers. For example, our findings highlight the importance of providing a friendly atmosphere and outstanding customer service to positively influence purchasing behavior.
URI: http://repositorio.ufla.br/jspui/handle/1/49912
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