Chinese consumers’ attribute preference prediction for table grapes

Abstract

This paper aims to understand intrinsic attribute preferences of Chinese consumers for table grapes, analyze the influencing factors, and build consumer preference prediction models. In this study, 4324 consumers from various regions of China were investigated. We analyzed consumer preferences and the influencing factors. Finally, binary logistic regression was used to construct prediction models of consumers’ intrinsic attribute preferences for table grapes. The results showed that grapes popular with Chinese consumers had fixed characteristics, including moderate size, spherical or near-spherical shape, purple-red color, strawberry flavor, light aroma, soft flesh and juicy, sweet taste, seedlessness, thin skin powder, and easy to peel. The results of the prediction models showed that age, annual consumption of grapes, and other factors of consumers had significant effects on consumer preferences. The prediction models achieved 80% accuracy in predicting consumer preferences for taste, seedless and peeling degrees. Analyzing the latest attribute preferences of Chinese table grapes, consumers can provide on the one hand, breeding direction reference for breeders, and on the other, marketing suggestions for marketers in the table grape industry. This study comprehensively investigated the intrinsic attribute preferences of Chinese table grape consumers, mastered the latest results of consumer preferences, added the indicators of the intrinsic attributes from the perspective of consumer demand, and conducted relatively more complete prediction research on the preferences of Chinese consumers.