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Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile Ciencia e Investigación Agraria
Adasme-Berríos,Cristian; Jara-Rojas,Roberto; Ramos-Cabello,Bárbara; Rodríguez,Marcelo; Mora,Marcos.
The main objective of this article was to analyze consumer responses to agricultural produce advertising. A survey was given to a non-probabilistic sample of 400 consumers in Rancagua, the capital city of the O'Higgins Region. A principal components analysis (PCA) was performed to identify the main factors influencing the consumption of agricultural produce and recognized four factors that influence the consumption of agricultural products: influence of advertising, impact of produce advertising, consumption of vegetables, and advertising preference. Additionally, the market segments that respond to agricultural produce advertising were identified using decision-tree methodology (CHAID). The results show that education is the most important segmenting...
Tipo: Journal article Palavras-chave: Agricultural produce; CHAID; Consumer behavior; Principal components analysis.
Ano: 2013 URL: http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-16202013000100003
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