Heterogeneity in consumer preferences for ready-to-eat pomegranate: an empirical study in Italy

Abstract

PurposeThe present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.Design/methodology/approachThe paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).FindingsBy segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.Research limitations/implicationsThe sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.Practical implicationsThis study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.Originality/valueThis study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.

Sensory preferences for pomegranate arils in Italy: A comparison between different varieties and cultivation sites

“…Concerning price, our study evaluated the overall liking assigned to the different products independently from consumers' willingness to pay. Due to the relevance of price in pomegranate choice in Italy, as highlighted by Stiletto et al, 35 we expected that previous consumption experiences may lead consumers to place higher overall liking to HICAZ 39 …”

“…The survey was administered to 203 students aged between 18 and 35 years. Since in Italy pomegranate is a product still not very widespread and little consumed in general and since young people are generally more inclined to try new products than older consumers, 35 we considered young people as target consumers, selecting students and university employees for the test.…”

“…Referring to the consumers evaluation, according to McDonald, 36 the Likert scales are considered as continuous variable, in line with the coherent literature in consumers' studies 35,37 . Given to the structure of the data (balanced design and large sample size), the classical ANOVA is applied with homoscedastic variables and Welch ANOVA if heteroscedasticity was detected.…”

Taste Beats Reputation in New Food Products Choice: The Case of Ready-to-Eat Pomegranate among Young Consumers in Veneto Region (Italy)

“…Fuller [1] defined new food products (NFPs) as groceries that had not been presented before in any marketplace or as existing products introduced into a geographically new area or with a new package or format. In this context, pomegranate could be considered an NFP in Italy, since its cultivation has a limited (but growing) diffusion [2] and new consumption patterns of this fruit, such as ready-to-eat arils [3], have recently been spreading in the market. In the last two decades, Europe increased the import of pomegranate to about 100,000 tons, for a total value of EUR 109 million/year [4].…”

“…Indeed, health and nutritional benefits are leading factors in purchasing choices especially for "future-oriented" [13] and young [14] consumers, and this is particularly true for pomegranate. One of the latest researches on this fruit [2], conducted in Italy in 2020, found that young consumers are the most prone to buy ready-to-eat arils, since they are the most inclined to try innovative products [15] and to adopt new consumption patterns [16].…”