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

Mónica Cortiñas, Margarita Elorz, María Lujisa Villanueva, Raquel Chocarro


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.


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

Subject classification

M30, Q13.

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