INFLUENCE OF INFORMATION ABOUT THE BENEFITS OF CONSUMING FRUIT ON CONSUMER PREFERENCES IN TEMUCO, REGION OF THE ARAUCANÍA

Berta Schnettler,Klaus G Grunert,Germán Lobos,Horacio Miranda,Ligia Orellana

doi:10.1590/0100-2945-201/14

Berta Schnettler, Klaus G Grunert + Show 3 more

Open Access

https://doi.org/10.1590/0100-2945-201/14

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Abstract

ABSTRACT With the aim of identifying strategies to increase fruit consumption in Temuco, consumer segments were classified according to the importance and preference of theattributes type of fruit, package/ brand, benefit associated with fruit consumption and price. A survey was applied to 400 people in Temuco,Chile, distributed using a simple allocation: 200 working adults and 200university students. The questionnaire included the SWFL (Satisfaction with Food-related Life) scale, respondents’ fruit consumption habits and their characteristics. Using conjoint and cluster analyses, three segments were distinguished: Group 1 (22.0%) gave greatest importance to the package/brand and preferred themessage “prevents diseases” and “without information”; Group 2 (47.5%) gave greatest importance to the package/brand and preferred the message “prevents diseases”; Group 3 (30.5%) assigned greatest importance to the price and preferred the message “contains antioxidants”. The segments differed in their level of satisfaction with food-related life, self-declared lifestyle, age and presence of university students. The results provide input to promote fruit consumption in working adults and university students.

Highlights

According to estimates by the Information Centre of Natural Resources (CIREN) for different regions of Chile, the surface for fruit plantations in the country has increased steadily in recent years
The aim of this study was to identify and characterize consumer segments according to the importance and preference for the attributes type of fruit, package/brand, benefit associated with fruit consumption and price in a sample comprised of working adults and university students
Preference was observed for the product with information about the benefit associated with fruit consumption over the product with no information at the low price (Table 2)

Summary

Introduction

According to estimates by the Information Centre of Natural Resources (CIREN) for different regions of Chile, the surface for fruit plantations in the country has increased steadily in recent years. Based on information by ODEPA (2013), species occupying the largest proportion of plantings correspond to grapevine (18.2%), apples (12.6%) and avocado (12.1%), but the fruits with a higher growth in the period are blueberries (976.8%), olives (195.7%) and cherries (127.1%). The surface for fruit plantations in Chile is mainly concentrated in the central area of the country. The Region of the Araucanía concentrates only 2.5% of the surface for fruit plantations in 2012, corresponding to 7.303 hectares, out of which apples (33.9%), European hazelnuts (30.8%), blueberries (21.4%) and cherries (5.2%) stand out as the species with the most land in the region (ODEPA, 2015). Despite the low concentration of land for fruit plantation in La Araucanía, there is a notable increase of 95.3% registered between 2006 and 2012 (CIREN, 2012)

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