Consumer Preferences for Kiwiberries: Implications of Experimental Auctions

In the current global market, development of novel products is important for staying competitive. The horticultural often manifests as new cultivars. Gauging consumer interest an step in cultivar because it a resource-intensive process. present study used experimental auction to measure consumers’ willingness pay (WTP) fruit referred kiwiberry ( Actinidia arguta and kolomikta ) explore segmentation their preferences. mean WTP 6-ounce packages kiwiberries ranged from $1.63 $2.19, depending on species cultivar. Four groups consumers were identified relation kiwiberries. Using survey data, socio-demographic variables such age, education, neophobic attitudes significantly different between mixed price premium discounting groups. These findings suggest that with variety-seeking tendencies have comparable other berries. Marketing strategies these are proposed.