Uncovering cultural differences in choice behaviour between Samoan and New Zealand consumers: a case study with apples

Abstract

Choice behaviour for a hypothetical apple product with varying label information was explored using choice-based conjoint analysis. A systematic effect on choice of describing the product as suitable for use ‘at home’ vs. ‘on the move’ was established. In accord with the general individualist orientation of New Zealand consumers, products described as suitable for use ‘on the move’ were associated with positive utility. In comparison, the Samoan consumers, who were resident in New Zealand, also perceived ‘at home’ as an appropriate eating location. Contrary to expectations, no effect on choice of targeting the product at ‘you’ vs. ‘the family’ or characterising the product as a ‘new’ vs. ‘traditional’ snack was established. Possible reasons for the lack of effect of these two types of product information are discussed, including shortcomings of the individualism-collectivist construct that was used to measure cultural orientation.