Preferences of commercial consumers regarding extrinsic attributes of agricultural products
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Abstract
Food consumption has a vital role in individual health and also has important social and economic impacts. To understand dynamics of the consumption of agricultural products is essential, addressing them from various approaches, considering actors, product categories and attributes. This paper analyzes the behavior and food purchasing decisions of supermarkets and restaurants in Costa Rica. Data were taken from a survey applied in person from March to June 2023, to people in charge of making fruit and vegetable purchasing decisions. Sample size was calculated by 76 places. Multiple Correspondence Analysis (MCA) first was used. Next, agglomerative hierarchical clustering was performed with the Hierarchical Principal Component Cluster (HCPC) method. Some variables were identified as important, such as age and experience of people with respect to paying a fair price to producers and buying directly to them. Another group of buyers gives more importance to conventional production systems with good agricultural practices and prefers to buy from intermediaries or producers that they call “big producers”. Price continues to be a fundamental element for food promotion in conjunction with food safety. That gives a “light” about the work that needs to be undertaken to provide differentiated products to this consumer segment, without cost becoming a significant burden compared to conventional food production.
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