of characteristics and their quantitative appearance constitutes the ob-
jective quality of a product. Differences between product variations are
therefore caused by the degrees of presence or absence of characteris-
tics. The objective quality of products is thus measurable by means of
technical methods.
However, the quality of a product that is relevant for determining con-
sumers’ preferences must be defined by taking into consideration their
subjective perception. Four sets of quality characteristics can be differ-
entiated (Linde, 1977).
- quality characteristics not perceivedby consumers
- quality characteristics that are perceived, but not considered to
have impact on utilitydue to lack of information - quality characteristics that are perceived and also considered to
have impact but have no influence on the utilitythe consumer is
trying to maximize, and thus not relevant - quality characteristics relevantfor consumers’ utility maximiza-
tion and thus taken into consideration in the choice process
As demonstrated in Figure 3.1, among all objectively given quality
characteristics only the ones that are perceived by consumers and influ-
ence their utility are relevant for determining consumer preferences. This
subset of quality characteristics can further be subdivided into evident
and cryptic characteristics. Evident characteristics are directly visible,
whereas cryptic characteristics are nonvisible but are perceived by con-
sumers with the help of key characteristics such as colors (von Oppen
and Jambunathan, 1978; Kroeber-Riehl, 1996). Hence the definition of
quality used in this chapter encompasses all cryptic and evident quality
characteristics of a product that influence consumers’ utility and there-
fore determine preferences for a product.
CONSTRAINTS IN BREEDING FOR QUALITY
Genetic and Economic Constraints
Breeders are working in a complex system, one in which agricultural,
economic and technological factors all play parts and are all in a state
of more or less continuous change and interaction (Simmonds, 1979).
The quality of any agricultural product is positively or negatively af-
fected by environmental influences or by management during produc-
tion, harvest, storage and processing. The objective of each breeding
Constraints in Breeding for Quality 47