Abstract
Consumer interviews were held in Springfield, Massachusetts to gather information about how certain product and pack attributes influence the selection of fresh potatoes in the supermarket. Respondents rated eight different factors in terms of their importance in the purchasing decision. Ordinal probit models were estimated to test for differences in ratings between distinct respondent groups. The results showed that potato appearance was the most influential factor. Potato size and type were other key considerations while price was only moderately important. Differences in ratings were related to variations in demographic characteristics of respondents, including gender, age and income.
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