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dc.creatorSchnettler,Berta
dc.creatorRuiz,Danilo
dc.creatorSepúlveda,Oriana
dc.creatorSepúlveda,José
dc.creatorDenegri,Marianela
dc.date2009-08-01
dc.date.accessioned2019-05-17T13:11:21Z
dc.date.available2019-05-17T13:11:21Z
dc.identifierhttps://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-16202009000200008
dc.identifier.urihttps://revistaschilenas.uchile.cl/handle/2250/97913
dc.descriptionConsidering 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 important attribute. The smallest group (11.6%) gave slightly higher importance to the origin of the rice than the other attributes. Only this final group preferred imported rice. Therefore, the results of this investigation make it possible to conclude that the origin of the rice is an important attribute for 47% of the consumers in Talca and Temuco, Chile. The other groups based their purchase decisions on the price or the product packaging. The highest proportion of consumers (88.4%) preferred domestic rice.
dc.formattext/html
dc.languageen
dc.publisherPontificia Universidad Católica de Chile. Facultad de Agronomía e Ingeniería Forestal
dc.relation10.4067/S0718-16202009000200008
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourceCiencia e investigación agraria v.36 n.2 2009
dc.subjectImportation
dc.subjectmarket segmentation
dc.subjectorigin
dc.subjectOryza sativa
dc.subjectrice
dc.titleImportance of origin in rice purchasing decisions in Talca and Temuco, Chile


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