| 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 screen's 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. RESUMEN En este trabajo se analiza la importancia de los atributos extrínsecos en la elección del consumidor para la categoría del espárrago blanco, prestando especial... |
