The importance of origin in the choice of agricultural products. The case of Navarra asparagus

Mónica Cortiñas

Spain

Universidad Pública de Navarra

Dep. de Gestión de Empresas.

Margarita Elorz

Spain

Universidad Pública de Navarra

Dep. de Gestión de Empresas.

María Luisa Villanueva

Spain

Universidad Pública de Navarra

Dep. de Gestión de Empresas.

Raquel Chocarro

Spain

Universidad Pública de Navarra

Dep. de Gestión de Empresas.

Submitted: 2016-03-07

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Accepted:

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Published: 2011-10-15

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

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

Supporting agencies:

This research was not funded

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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