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Influence of information about the benefits of consuming fruit on consumer preferences in temuco, region of the Araucanía

Abstract:

With the aim of identifying strategies to increase fruit consumption in Temuco, consumer segments were classified according to the importance and preference of the attributes 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 200 university 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 the message “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.