Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico
Background: According to Mexican growers of ‘Jalapeño’ peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify ‘Jalapeño’ quality attributes to determine consumer preferences and wil...
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| Format: | Article |
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MDPI AG
2021-12-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/10/12/3111 |
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| author | Blanca Isabel Sánchez-Toledano Venancio Cuevas-Reyes Zein Kallas Jorge A. Zegbe |
| author_facet | Blanca Isabel Sánchez-Toledano Venancio Cuevas-Reyes Zein Kallas Jorge A. Zegbe |
| author_sort | Blanca Isabel Sánchez-Toledano |
| collection | DOAJ |
| description | Background: According to Mexican growers of ‘Jalapeño’ peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify ‘Jalapeño’ quality attributes to determine consumer preferences and willingness to pay, based on socioeconomic characteristics. Methods: A nationwide face-to-face survey was carried out using the discrete choice experiment method. The survey included 1200 consumers stratified by gender, age and region. Results: Heterogeneity analysis using the probabilistic segmentation model revealed three types of consumers: A price-sensitive segment, non-demanding consumers without specific preferences and selective consumers with a preference shifted toward specific ‘Jalapeño’ characteristics. Thus, detail-oriented producers must compete through price strategies, based on the marketplace (markets on wheels, grocery stores, or supermarkets) and through some quality attributes preferred by selective consumers. Therefore, results suggest that farmers should grow the correct varieties with appropriate agronomic management to cope consumer preferences. Conclusions: This paper contributes to the growing body of the ‘Jalapeño’ literature by explicitly investigating consumer preferences and willingness to pay for them. |
| first_indexed | 2024-03-10T04:08:17Z |
| format | Article |
| id | doaj.art-71a7c2dab533412f99ecd10dd5a22edb |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T04:08:17Z |
| publishDate | 2021-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-71a7c2dab533412f99ecd10dd5a22edb2023-11-23T08:18:59ZengMDPI AGFoods2304-81582021-12-011012311110.3390/foods10123111Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in MexicoBlanca Isabel Sánchez-Toledano0Venancio Cuevas-Reyes1Zein Kallas2Jorge A. Zegbe3Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias, Campo Experimental Zacatecas, Calera de V.R., Fresnillo 98500, Zacatecas, MexicoInstituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias, Campo Experimental Valle de México, Texcoco 56250, Edo. de Mexico, MexicoCentre for Agro-Food Economy and Development (CREDA-UPC-IRTA) Parc Mediterrani de la Tecnologia, Edifici ESAB C/Esteve Terrades, Casteldefells, 08860 Barcelona, SpainInstituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias, Campo Experimental Zacatecas, Calera de V.R., Fresnillo 98500, Zacatecas, MexicoBackground: According to Mexican growers of ‘Jalapeño’ peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify ‘Jalapeño’ quality attributes to determine consumer preferences and willingness to pay, based on socioeconomic characteristics. Methods: A nationwide face-to-face survey was carried out using the discrete choice experiment method. The survey included 1200 consumers stratified by gender, age and region. Results: Heterogeneity analysis using the probabilistic segmentation model revealed three types of consumers: A price-sensitive segment, non-demanding consumers without specific preferences and selective consumers with a preference shifted toward specific ‘Jalapeño’ characteristics. Thus, detail-oriented producers must compete through price strategies, based on the marketplace (markets on wheels, grocery stores, or supermarkets) and through some quality attributes preferred by selective consumers. Therefore, results suggest that farmers should grow the correct varieties with appropriate agronomic management to cope consumer preferences. Conclusions: This paper contributes to the growing body of the ‘Jalapeño’ literature by explicitly investigating consumer preferences and willingness to pay for them.https://www.mdpi.com/2304-8158/10/12/3111<i>Capsicum annuum</i> ‘Jalapeño’consumer preferenceswillingness to paygeneralized multinomial logit model |
| spellingShingle | Blanca Isabel Sánchez-Toledano Venancio Cuevas-Reyes Zein Kallas Jorge A. Zegbe Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico Foods <i>Capsicum annuum</i> ‘Jalapeño’ consumer preferences willingness to pay generalized multinomial logit model |
| title | Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico |
| title_full | Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico |
| title_fullStr | Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico |
| title_full_unstemmed | Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico |
| title_short | Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico |
| title_sort | preferences in jalapeno pepper attributes a choice study in mexico |
| topic | <i>Capsicum annuum</i> ‘Jalapeño’ consumer preferences willingness to pay generalized multinomial logit model |
| url | https://www.mdpi.com/2304-8158/10/12/3111 |
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