Consumer responses to agricultural produce advertising in the O’Higgins Region of Chile

Abstract

C. Adasme-Berríos, R. Jara-Rojas, B. Ramos-Cabello, M. Rodríguez, and M. Mora. 2013. Consumer responses to agricultural produce advertising in the O’Higgins Region, Chile. Cien. Inv. Agr. 40(1):31-41. The main objective of this article was to analyze consumer responses to agricultural produce advertising. A survey was given to a non-probabilistic sample of 400 consumers in Rancagua, the capital city of the O’Higgins Region. A principal components analysis (PCA) was performed to identify the main factors influencing the consumption of agricultural produce and recognized four factors that influence the consumption of agricultural products: influence of advertising, impact of produce advertising, consumption of vegetables, and advertising preference. Additionally, the market segments that respond to agricultural produce advertising were identified using decision-tree methodology (CHAID). The results show that education is the most important segmenting factor and that consumers with lower levels of education are more influenced by advertising. In addition, television is the most important medium for encouraging fruit and vegetable consumption.