Consumers Perceptions and Motivations in the Choice of Kiwifruits: A Study-Case in Italy, North-East

Abstract

Kiwifruit is sold in different ways, based on pulp colour, packaging and cultivation process.On these basis, the purpose of this research is to examine the motivations in predicting purchase intentions of kiwifruits to improve its market.A field study was developed, involving about 900 consumers in Italy, North-East.Questionnaire data were created through a Likert scale.Questions (e.g., constructs and related items) focused on intentions at the base of purchasing different kiwifruits and recorded by face-to-face interview.Data were analysed using Structural Equation Modelling (SEM).Concerning the distinguishment between the choice reasons, the authors primary referred to the approach that sets out different types: Neophobia, Country Of Imagine, Attitude of consumers, Extrinsic and Intrinsic attributes of perceived Quality and, finally, the Behavioural Intention.We found out that Neophobia and the consumers Attitude along with Quality attributes influence the Behavioural Intention.This implies important managerial implications for new marketing strategies for kiwifruits, with the opportunity to take advantage of the potential findings got by our study and then translating it into a marketing strategy to be adopted by kiwifruit Companies.

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