Fruit and Vegetable Quality

52

Classification

Standardized Methods

Method Description

Indirect

Direct

Intuitive Method

and Evaluation

Hedonic Price Analysis

Consumer Panel

Formal Consumer Survey

Informal Data Collection

Method

Quantitative assessment

Testing and subsequent

Ranking of hypothetical

Personal information

of consumer prices as

ranking of products by a

products and quality

based on experience and

a function of quality traits

small sample of consumers

characteristics by a large

exchange of knowledge,

sample of consumers

informal interviews

Data obtained

Samples of products and

Questionnaires with ranked data and qualitative information

Qualitative information

corresponding market prices

Analytical tools

Laboratory analysis

Organoleptic testing

Opinion polls

Subjective evaluation

Multiple regression

Ranking

Ranking

Statistical analysis

Conjoint, factorialanalysis

Result

Preferred quality traits in the

Ranking among samples

Preferred quality traits in

“Personal” index of traits that

form of measurable criteria

tested

the form of descriptive

are assumed to be relevant

Relevance of quality traits

terms

Index of preference for

Relevance of quality traits

any new variety

Index of preference for any new variety

Reliability of predicting

Very good if:

Very susceptible to:

Satisfcatory if:

Hardly reliable

“good quality” and

Markets are competitive

Bias due to sample selection

Sample selection is

not representative

representativeness of

The product is for final

Bias caused by panel

Representative

results

consumption

membership

Questionnaire fits objective

The product is essential

Convenience for

Objectively measurable

Time-consuming and

Identified traits have to

Requires long-term experience

breeding

criteria are directly derived

cost-intensive

be translated in

with the product

Screening in early

Only small amount of

measurable criteria

Not convenient to detect

generations possible as only

samples can be tested

High time requirement for

recently emerged consumer

small amount of material is

Only ranking obtained

preparation and analysis

preferences

required

of questionnaire possibly

Not transparent

Table 3.1. Description and Evaluation of Different Approaches to Identify Consumer Preferences for Agricultural Raw Products.