Consumer-Defined Attributes and Choice Methods for Fresh Produce Purchases in Australia

The aim of this research is to identify ways of increasing sales by understanding how household food buyers choose fresh produce items. Three hundred responses were obtained from a questionnaire randomly distributed in one city in Australia. Fresh produce items are frequent, low-value purchases. Their most important attributes are taste, price, and freshness, and the buyer choice method used for individual products varies from occasional “impulse” purchases to regular “planned” purchases of staples. With planned purchases some are seen as “destination” products whereas for others “substitutes” are available. In order to optimize sales, retail outlets should avoid becoming out-of-stock for destination products and co-locate substitute products. Sales may also be increased by displaying impulse products in prominent positions.