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Schnettler,Berta; Ruiz,Danilo; Sepúlveda,Oriana; Sepúlveda,José; Denegri,Marianela. |
Considering the increase in imports of forestry, farming and livestock products to Chile, the existence of different consumer segments was evaluated according to the relative importance of origin in decisions to purchase rice in Talca and Temuco in central-southern Chile. With this purpose, a direct survey was administered to 800 consumers, 400 in Talca (Maule Region) and 400 in Temuco (Araucania Region). Using a conjoint analysis and hierarchical clustering, five market segments were distinguished. The largest group (35.4%) gave great importance to the origin of the rice. The second largest group (25.1%) gave greater relevance to the packaging. For the third and fourth largest groups (15.4 and 12.5%, respectively), the cost of the product was the most... |
Tipo: Journal article |
Palavras-chave: Importation; Market segmentation; Origin; Oryza sativa; Rice. |
Ano: 2009 |
URL: http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-16202009000200008 |
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