Show simple item record

dc.creatorAdasme-Berríos,Cristian
dc.creatorJara-Rojas,Roberto
dc.creatorRamos-Cabello,Bárbara
dc.creatorRodríguez,Marcelo
dc.creatorMora,Marcos
dc.date2013-04-01
dc.date.accessioned2019-05-17T13:11:42Z
dc.date.available2019-05-17T13:11:42Z
dc.identifierhttps://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-16202013000100003
dc.identifier.urihttps://revistaschilenas.uchile.cl/handle/2250/98078
dc.descriptionThe 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 factor and that consumers with lower levels of education are more influenced by advertising. In addition, television is the most important medium for encouraging fruit and vegetable consumption.
dc.formattext/html
dc.languageen
dc.publisherPontificia Universidad Católica de Chile. Facultad de Agronomía e Ingeniería Forestal
dc.relation10.4067/S0718-16202013000100003
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourceCiencia e investigación agraria v.40 n.1 2013
dc.subjectAgricultural produce
dc.subjectCHAID
dc.subjectconsumer behavior
dc.subjectprincipal components analysis
dc.titleConsumer responses to agricultural produce advertising in the O'Higgins Region of Chile


This item appears in the following Collection(s)

Show simple item record