Consumer cluster analysis and demand for blueberry jam attributes

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Using a recent in-store stated choice survey, this study examines consumer preference and willingness to pay for blueberry jam with quality attributes not commonly seen on the market. A cluster analysis is first adopted to classify consumers into different groups based on a large number of consumer characteristic variables. A spilt sample analysis is conducted under each cluster and results indicate that consumers behave differently in separate clusters and the derived economic values associated with each attribute also depend on cluster membership.

Original languageEnglish
Pages (from-to)420-435
Number of pages16
JournalJournal of Food Products Marketing
Issue number4
StatePublished - 2009


  • Blueberries
  • Cluster analysis
  • Marginal values
  • Stated choice

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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