for such segmentation is that different category of customers buy in different categories of markets. Quota will be allocated to different kind of markets based on expert opinion and then random selection will be made in each category of market. Data collection Data will be collected by well trained and motivated interviewer and the process will be closely followed by the faculty staff. Data entry and validation A data entry file will be prepared and data will be entered and validated in a SPSS database. A list of single variable (validation) rules and cross variable (validation) rules will be prepared in advance. Data processing and analysis Data will be processed and analyzed using conjoint choice experiment (CCE) and the related software. The analysis will be conducted jointly with academic staff of UH. Expected Results This survey will enable to assess consumer preferences. More specifically: Preference for origin domestic versus imports. – Preference for variety/type. Willingness to pay for the above mentioned products. Identification of consumer groups with similar preferences, which indicates potential market segments that, can be targeted by producers/traders. In addition, the survey is expected provide useful information on other important issues related to consumer behavior, including quantities bought and consumed, place they buy etc. Objectives, Activities, Outputs and Outcomes Table 2: Objectives, Activities, Outputs and Outcomes Objectives Activities Outputs Outcomes Identify consumer Literature review Sector background is In depth information on preferences for apple analyzed consumer behavior related Focus group and expert and consumer group to apple is available for interview Product attributes are with similar policy-makers, producers, identified, and Identification of preferences traders etc. questionnaire is products attributes properly designed Research capacity of Design of questioner participating AUT Research results (in academic and Conduct the survey form of presentation students strengthened and paper) will be Analyze the data shared at yearly AUT A Msc thesis is done of Write the report/article conference, high quality and publish International Food At least two publications and Agribusiness are added to the faculty Management publications list Association (IAMA) conference and preferably IFAMR
for such segmentation is that different category of customers buy in different categories of markets. Quota will be allocated to different kind of markets based on expert opinion and then random selection will be made in each category of market. Data collection Data will be collected by well trained and motivated interviewer and the process will be closely followed by the faculty staff. Data entry and validation A data entry file will be prepared and data will be entered and validated in a SPSS database. A list of single variable (validation) rules and cross variable (validation) rules will be prepared in advance. Data processing and analysis Data will be processed and analyzed using conjoint choice experiment (CCE) and the related software. The analysis will be conducted jointly with academic staff of UH. Expected Results This survey will enable to assess consumer preferences. More specifically: Preference for origin – domestic versus imports. Preference for variety/type. Willingness to pay for the above mentioned products. Identification of consumer groups with similar preferences, which indicates potential market segments that, can be targeted by producers/traders. In addition, the survey is expected provide useful information on other important issues related to consumer behavior, including quantities bought and consumed, place they buy etc. Objectives, Activities, Outputs and Outcomes Table 2: Objectives, Activities, Outputs and Outcomes Objectives Activities Outputs Outcomes Identify consumer preferences for apple and consumer group with similar preferences Literature review Focus group and expert interview Identification of products attributes Design of questioner Conduct the survey Analyze the data Write the report/article and publish Sector background is analyzed Product attributes are identified, and questionnaire is properly designed Research results (in form of presentation and paper) will be shared at yearly AUT conference, International Food and Agribusiness Management Association (IAMA) conference and preferably IFAMR In depth information on consumer behavior related to apple is available for policy-makers, producers, traders etc. Research capacity of participating AUT academic and students strengthened A Msc thesis is done of high quality At least two publications are added to the faculty publications list
Mini.Apple_project_second_revision.docx