Multiple Correspondence and Hierarchical Cluster Analyses for the Profiling of Fresh Apple Customers Using Data from Two Marketplaces.

ABSTRACT: Purchase behavior and preferences for consumers of fresh apples were investigated using a consumer survey conducted at a special-event apple market. Survey respondents were asked to list apple cultivars they had purchased at the retail market and the special-event market. The special-event market offered many uncommon cultivars packed in clear plastic bags with a fixed weight and price. Respondents were also asked to identify their reasons for selection of each apple cultivar and answer demographic questions. A total of 169 customers completed the survey. Profiles of customers were identified using multiple correspondence analysis (MCA) and hierarchical cluster analysis (HCA), and the impact of the change in available apple cultivars on consumers' purchase behavior was explored. Consumers

SUBMITTER: Bejaei M 

PROVIDER: S-EPMC7404775 | biostudies-literature | 2020 Jul

REPOSITORIES: biostudies-literature