Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 408904
Title Which perceived characteristics make product innovations appealing to the consumer? A study on the acceptance of fruit innovations using cross-cultural consumer segmentation
Author(s) Onwezen, M.C.; Bartels, J.
Source Appetite 57 (2011)1. - ISSN 0195-6663 - p. 50 - 58.
Department(s) LEI Consumer & behaviour
LEI Consument and Behaviour
Economics of Consumers and Households Group
Publication type Refereed Article in a scientific journal
Publication year 2011
Keyword(s) genetically-modified foods - international market-segmentation - functional foods - convenience orientation - vegetable intake - choice motives - life-styles - gm food - consumption - attitudes
Abstract In general, fruit consumption in the EU does not meet governments' recommended levels, and innovations in the fruit industry are thought to be useful for increasing fruit consumption. Despite the enormous number of product innovations, the majority of new products in the market fail within the first two years, due to a lack of consumer acceptance. Consumer segmentation may be a useful research tool to increase the success rates of new fruit products. The current study aims to identify consumer segments based on individual importance rankings of fruit choice motives. We conducted a cross-national, online panel survey on fresh fruit innovations in four European countries: the Netherlands (n=251), Greece (n=246), Poland (n=250), and Spain (n=250). Our cluster analysis revealed three homogeneous consumer segments: Average Joe, the Naturally conscious consumer, and the Health-oriented consumer. These consumer segments differed with respect to their importance ratings for fruit choice motives. Furthermore, the willingness to buy specific fruit innovations (i.e., genetically modified, functional food and convenience innovation) and the perceived product characteristics that influence this willingness differed across the segments. Our study could lead to more tailored marketing strategies aimed at increasing consumer acceptance of fruit product innovations based on consumer segmentation
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