PDF(Pubmed)
Abstract：
In a prepurchase situation, consumers base their choice decision on external fruit characteristics, from which they infer internal characteristics. This study investigates consumer preference for pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created 27 images of pomegranates that differed in varietal characteristics: colour (yellow, bicoloured, and red), shape (round, oval, and flattened), and calyx shape (open, semi-open, and closed). Colour was by far the most important factor for consumers, followed by fruit shape and calyx shape. Two preference profiles were identified. Most consumers liked bicolour and red pomegranates equally, and rejected yellow ones, while a smaller group concentrated their choice on bicolour pomegranates. In terms of fruit and calyx shape, oval and flattened fruit and open calyx were the most preferred by both consumer groups. Barriers and drivers for consumption were also investigated. There is still plenty of room to increase pomegranate consumption. Greater availability of pomegranates and ready-to-eat arils in grocery shops, obtaining new unseeded/easier-to-peel varieties, and providing a sensory label would help to overcome current barriers. Marketing campaigns should focus on a pomegranate\'s health benefits and its versatility in consumption.
摘要：
在预购情况下，消费者根据外部水果特性做出选择决定，从中推断内部特征。本研究使用基于选择的联合分析对320名参与者调查了消费者对石榴外观的偏好。我们创建了27张石榴图像，这些图像在品种特征上有所不同：颜色(黄色，双色，和红色)，形状(圆形，椭圆形,并变平)，和花萼形状(开放，半开放式,并关闭）。到目前为止，颜色对消费者来说是最重要的因素，其次是果实形状和花萼形状。确定了两个偏好概况。大多数消费者同样喜欢双色和红石榴，拒绝了黄色的，而一个较小的群体集中在双色石榴上。就果实和花萼形状而言，两个消费者群体最喜欢椭圆形和扁平的果实和开放的花萼。还调查了消费障碍和驱动因素。石榴消费量还有很大的增加空间。在杂货店里有更多的石榴和即食阿拉伯，获得新的未播种/易于剥皮的品种，提供感官标签将有助于克服当前的障碍。营销活动应侧重于石榴的健康益处及其在消费中的多功能性。
