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Preferences for Berries Among Consumers in Southern Chile: Blueberries Are Produced but Are They Consumed?

Authors

  • Berta Schnettler,

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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  • Horacio Miranda,

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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  • José Sepúlveda,

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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  • Marianela Denegri,

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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  • Marcos Mora,

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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  • Germán Lobos

    1. Authors Schnettler and Miranda are with Dept. of Agricultural and Livestock Production, Faculty of Farming, Livestock and Forestry Sciences and authors Sepúlveda and Denegri are with Dept. of Psychology, Faculty of Education and Humanities, Univ. de La Frontera, Casilla 54-D, Temuco, Chile. Author Mora is with Dept. of Agrarian Economy, Faculty of Agronomic Sciences, Univ. de Chile, Casilla 1004, Santiago, Chile. Author Lobos is with School of Commercial Engineering, Faculty of Enterprise Sciences, Univ. de Talca, Casilla 721, Talca, Chile. Direct inquiries to author Schnettler (E-mail: bschnett@ufro.cl).
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Abstract

Abstract:  Blueberry plantations in Chile are oriented exclusively towards exports to northern hemisphere countries; however, this fruit has recently been introduced into the domestic market due to the increased supply and a fall in export market prices. Based on the previously mentioned, the objectives of the present study were to evaluate consumer preferences for 3 species of berries (blueberries, strawberries, and raspberries), sold loose (unpackaged) as opposed to packaged and branded, at different prices, in one of the principal blueberry producing areas of Chile; and to distinguish consumer segments by their preferences. To do this a survey was applied to 400 people in the Araucanía Region of southern Chile, who were responsible for purchasing fruit for their households. Conjoint analysis showed a preference for raspberries and strawberries over blueberries, packaged and branded, at the lowest price. Total of 2 principal segments were distinguished by cluster analysis: “price sensitive” (42.7%), who preferred strawberries, and “sensitive to species of berry” (47.5%), who preferred raspberries and strawberries. The segments presented different profiles in their demographic make-up and fruit consumption behavior. Strategies are discussed that might reverse the low acceptance of blueberries in the Chilean domestic market.

Practical Application:  This study presents information on the introduction of new fresh foods into the market.

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