Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile

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...

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Autores principales:	Adasme-Berríos,Cristian, Jara-Rojas,Roberto, Ramos-Cabello,Bárbara, Rodríguez,Marcelo, Mora,Marcos
Lenguaje:	English
Publicado:	Pontificia Universidad Católica de Chile. Facultad de Agronomía e Ingeniería Forestal 2013
Materias:	Agricultural produce CHAID consumer behavior principal components analysis
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-16202013000100003
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spelling	oai:scielo:S0718-162020130001000032014-09-08Consumer responses to agricultural produce advertising in the O'Higgins Region of ChileAdasme-Berríos,CristianJara-Rojas,RobertoRamos-Cabello,BárbaraRodríguez,MarceloMora,Marcos Agricultural produce CHAID consumer behavior principal components analysis 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 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.info:eu-repo/semantics/openAccessPontificia Universidad Católica de Chile. Facultad de Agronomía e Ingeniería ForestalCiencia e investigación agraria v.40 n.1 20132013-04-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-16202013000100003en10.4067/S0718-16202013000100003
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Agricultural produce CHAID consumer behavior principal components analysis
spellingShingle	Agricultural produce CHAID consumer behavior principal components analysis Adasme-Berríos,Cristian Jara-Rojas,Roberto Ramos-Cabello,Bárbara Rodríguez,Marcelo Mora,Marcos Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
description	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 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.
author	Adasme-Berríos,Cristian Jara-Rojas,Roberto Ramos-Cabello,Bárbara Rodríguez,Marcelo Mora,Marcos
author_facet	Adasme-Berríos,Cristian Jara-Rojas,Roberto Ramos-Cabello,Bárbara Rodríguez,Marcelo Mora,Marcos
author_sort	Adasme-Berríos,Cristian
title	Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
title_short	Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
title_full	Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
title_fullStr	Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
title_full_unstemmed	Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile
title_sort	consumer responses to agricultural produce advertising in the o'higgins region of chile
publisher	Pontificia Universidad Católica de Chile. Facultad de Agronomía e Ingeniería Forestal
publishDate	2013
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-16202013000100003
work_keys_str_mv	AT adasmeberrioscristian consumerresponsestoagriculturalproduceadvertisingintheohigginsregionofchile AT jararojasroberto consumerresponsestoagriculturalproduceadvertisingintheohigginsregionofchile AT ramoscabellobarbara consumerresponsestoagriculturalproduceadvertisingintheohigginsregionofchile AT rodriguezmarcelo consumerresponsestoagriculturalproduceadvertisingintheohigginsregionofchile AT moramarcos consumerresponsestoagriculturalproduceadvertisingintheohigginsregionofchile
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Consumer responses to agricultural produce advertising in the O'Higgins Region of Chile

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