ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
CONSUMER PREFERENCES FOR BROCCOLI QUALITY ATTRIBUTES AND PACKAGING |
| Authors: | W. J. Florkowski, B. Brückner, I. Schonhof |
| Keywords: | Green color, Tight heads, Socioeconomic characteristics, Test on means |
| Abstract:
Increasing broccoli consumption in Germany justified the study of consumer preference for its attributes and forms of packaging. Using sample of Berlin residents, a mail survey was administered in November and December 1994, in order to collect the relevant data. A total of 525 completed questionnaires were returned (18.9% response rate). Green color and tight heads were very important or important to 69.0% and 79.4% of respondents, respectively. Large heads of broccoli were similarly important to 32.6% while purple color and the length of stems were generally not important. Respondents preferred fresh broccoli to frozen. Fresh broccoli should not be packed according to 47.3% of surveyed consumers who strongly agreed or agreed with this statement. However, 52.4% of respondents strongly agreed or agreed that broccoli should be packed in bunches; 37.3% of consumers expressed a similar opinion about packing broccoli in plastic wrap. Comparison of means and mean separation test indicated differences among respondents with regard to gender, income and educational attainment level and the importance of quality attributes and the level of agreement about broccoli packaging. Educational attainment level was consistently influencing the perceived importance of green color and the tightness of heads. Income level seemed to influence the attribute importance and packaging form of the four middle income groups. Because these groups represent the majority of consumers, attention to expectations of those groups may benefit retailers. Cultivar selection for resistance to yellowing, proper handling, and limiting plastic wrap will improve attributes perceived as important by customers. | |
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