La importancia del atributo origen en la elección de productos agroalimentarios. El caso del espárrago de Navarra

Mónica Cortiñas; Margarita Elorz; María Luisa Villanueva; Raquel Chocarro

doi:10.7201/earn.2007.13.04

Authors

Mónica Cortiñas Universidad Pública de Navarra
Margarita Elorz Universidad Pública de Navarra
María Luisa Villanueva Universidad Pública de Navarra
Raquel Chocarro Universidad Pública de Navarra

DOI:

https://doi.org/10.7201/earn.2007.13.04

Keywords:

Designation of Origin, asparaguses from Navarra, experimental design, choice analysis, latent segmentation

Abstract

In this research, we analyze the importance of the extrinsic attributes in the customer’s choice of the white asparagus category, paying special attention on the influence of the origin and in the asparagus designation of origin from Navarra. For this, an experiment was designed which included 18 choice screens’ with choices made with combinations of the attributes. The results are analyzed according to a logit multinomial model which allows evaluating the importance of the attributes. Due to a latent segmentation, heterogeneity is controlled and we detect different customer segments.

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Author Biographies

Mónica Cortiñas, Universidad Pública de Navarra

Dep. de Gestión de Empresas.

Margarita Elorz, Universidad Pública de Navarra

Dep. de Gestión de Empresas.

María Luisa Villanueva, Universidad Pública de Navarra

Dep. de Gestión de Empresas.

Raquel Chocarro, Universidad Pública de Navarra

Dep. de Gestión de Empresas.

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