Using Conjoint-based Experimental Design to Assess Willingness to Purchase Florida Peaches

Abstract

Although consumers are not very familiar with peach production in Florida, Florida peaches are the first domestic peaches produced in the United States, being available from mid-March through early May. Moreover, Florida peach acreage has increased 8.5-fold in the past 10 years. Using a conjoint-based experimental design and analysis, we measured U.S. consumer reactions to diverse groups of ideas describing peaches, including production regions, and identified attributes that positively and negatively influence consumer preference. The main objective of this research was to identify external and internal attributes that make the “ideal peach.” Are consumers willing to pay more for a locally grown peach? Will consumers prefer a Florida peach instead of a Georgia or California peach? The top three peach attributes identified were “juicy and fully ripe,” “strong peach aroma and sweet peach taste,” and “grown in Georgia.” Cluster analysis revealed two segments of consumers: consumers in the first segment focused on physical aspects of the peach, and consumers in the second segment were concerned with peach production regions and health benefits. The findings from this research will be helpful in developing marketing programs for Florida peaches as an item that is perfect for snacking because of their small size and desirable texture and flavor.