Behavior of consumers of fresh tomatoes: A study using factor analysis

Abstract

The objective of this study was to understand the purchasing decision process of consumers of fresh tomatoes based on model proposed by Blackwell, Miniard and Engel (2013). For this purpose, a two-step research was conducted. The first phase consisted of a qualitative research, using twenty in-depth interviews in which producers, wholesalers, retailers and final consumers participated with the purpose of identifying variables to be investigated in the quantitative phase. In the second phase, a quantitative and descriptive survey was conducted, from which were obtained 415 valid questionnaires of fresh tomato consumers. The results revealed that the reasons behind the consumption of fresh tomatoes are associated with "sensory stimuli and pleasure", or, in other words, to make the dishes aesthetically pleasing and tasteful, and for "healthiness and well-being", because of the health benefits offered by tomato (e.g. rich in vitamins and minerals). Furthermore, the positive image that consumers create regarding fresh tomatoes and its consumption is closely linked to its use in salads and sauces. It was also observed that, among the factors considered by consumers during their purchasing decision process, the organoleptic characteristics were prominent, followed by concerns with health and the environment. Finally, consumers of fresh tomatoes tend to purchase once a week at vegetable stands and for domestic consumption.

High pressure and thermal processing on the quality of zucchini slices

“…Fruit and vegetables (F&V) consumption is mainly linked with a healthy diet [1]. Consumers, therefore, aim to purchase organoleptically inviting F&V with an adequate nutritional content [2]. Fresh F&V often meet this type of expectation, on the other hand, they have short shelf lives and unpractical use, which do not fit well with the current lifestyles.…”

Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia

“…Furthermore, consumers choose the taste attribute as the third most essential attributes in buying tomatoes, with an importance score of 16.57% (Table 7). The results of this study were appropriate to the findings, which grouped taste attributes into organoleptic factors and became the main factor consumers prioritized in buying tomatoes (Fernqvist & Hunter, 2012;Moraes et al, 2017). Taste is a key attribute that can increase consumer interest in tomato purchasing decisions (Oltman et al, 2014;Fernqvist & Göransson, 2021).…”

“…Furthermore, respondents always assume they were end consumers who bought tomatoes for direct consumption. This opinion was reinforced by the research findings, which explain that tomato producers and wholesalers prefer green tomatoes, while retailers and final consumers prefer red tomatoes (Moraes et al, 2017).…”