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Phillip M. Mohebalian, Francisco X. Aguilar and Mihaela M. Cernusca

by identifying product profiles most likely to trigger consumer selection in established U.S. markets. Suggested marketing strategies are based on findings of a conjoint analysis of elderberry product attributes. Theoretical Framework This study

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Kari Hugie, Chengyan Yue and Eric Watkins

each of the various attributes that comprise the product ( Baker, 1999 ), and conjoint analysis allows researchers to estimate how much individual attributes and attribute levels contribute to overall consumer satisfaction. Conjoint analysis is widely

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Bridget K. Behe, Benjamin L. Campbell, Hayk Khachatryan, Charles R. Hall, Jennifer H. Dennis, Patricia T. Huddleston and R. Thomas Fernandez

. Using visual behavior data within conjoint analysis framework, we gain a better understanding of how consumers view cues during the purchase decision. An important contribution of this study to both methodological and applied research is the unique

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Wilmien Brascamp

Research on human issues in horticulture focuses on the human dimension of horticulture in an effort to maximize the benefits of plants and nature in general, for human well-being. A key issue is the need for scientific evidence of such benefits and for rigorous research methods to reveal the mechanics of the interaction between people and plants. Conjoint analysis, a methodology with obvious potential for successful application in the area of human issues in horticulture, is widely used in consumer research to estimate the structure of people's reactions to multi-attribute objects or services. This paper discusses the steps involved in implementing conjoint analysis and describes how it can be applied to people–plant research.

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Bridget K. Behe

Michigan fresh asparagus marketers were interested in profiling asparagus consumers in the Northeast and Midwest with regard to preferences, purchases, preparation, and consumption. A computer-assisted survey was conducted with a total of 1126 respondents representative of the population on average in 12 selected states in the Northeast and Midwest. Even though the U.S. Department of Agriculture recommends adults consume three servings of vegetables daily, on average over the 2 weeks before taking the survey, 62% did not. Only 39% of the persons in the sample ate fresh asparagus in the 4 weeks preceding the survey. Twenty-five percent ate it steamed on the stovetop. The conjoint analysis accounted for 63% of the variance in asparagus preference with attribute relative importance decreasing from price (42.0%), to brand (29.9%), to spear diameter (23.5%), to spear segment (4.6%). Light users consumed fresh asparagus at least once in the 4 weeks before the survey, during the peak fresh asparagus season. The potential to increase consumption in this large group (28% of the sample but 71% of asparagus consumers) is tremendous. They placed high relative importance on price per pound and will likely be the more price-sensitive group. If their consumption can be increased by one more asparagus consumption event per month, it could increase asparagus demand by 14%. Results show there is good market potential for a prepackaged fresh asparagus product in the Northeast and Midwest.

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Francisco X. Aguilar, Mihaela M. Cernusca and Michael A. Gold

attributes. The first step addresses objective 1 and it involved the study of perceptions among a sample of consumers over 3 years. The second step corresponds to the application of a conjoint analysis (CA) for the exploratory study of chestnut attributes

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Marco A. Palma, Yu-Jen Chen, Charles Hall, David Bessler and David Leatham

market. The main objective of this article was to analyze consumer preferences for orchids and orchid product attributes in the Hawaiian market. We used conjoint analysis to decompose consumer utility for orchids into its attributes and to weight the

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Shannon C. Mason, Terri W. Starman, R.D. Lineberger and Bridget K. Behe

by Behe (1993) and found to be very limited. Since that time, marketing efforts have increased with some success. Conjoint analysis is a technique that allows for the analysis of consumer purchases, gives insight to the relative importance of

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Charles R. Hall, Benjamin L. Campbell, Bridget K. Behe, Chengyan Yue, Roberto G. Lopez and Jennifer H. Dennis

products marketed to floral consumers in the future truly meet their “sustainability” needs and/or expectations. Materials and Methods Conjoint analysis is a key technique for evaluating consumer preferences for predetermined combinations of product

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Heidi M. Wollaeger, Kristin L. Getter and Bridget K. Behe

hanging baskets). Conjoint development. Conjoint analysis has frequently been used to understand the effects of product attributes and consumer characteristics on product choice decisions. For example, conjoint studies have been used as a means to elicit