Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples
Postharvest fruits are susceptible to damage which eventually results in large product and financial losses. While abundant studies have been conducted to objectively index the severity of such damage, how consumers subjectively assess the severity of damaged apples has been understudied. Previous s...
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| Format: | Article |
| Language: | English |
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Wiley
2018-01-01
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| Series: | Journal of Food Quality |
| Online Access: | http://dx.doi.org/10.1155/2018/3572397 |
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| author | Yasushi Kyutoku Naoko Hasegawa Ippeita Dan Hiroaki Kitazawa |
| author_facet | Yasushi Kyutoku Naoko Hasegawa Ippeita Dan Hiroaki Kitazawa |
| author_sort | Yasushi Kyutoku |
| collection | DOAJ |
| description | Postharvest fruits are susceptible to damage which eventually results in large product and financial losses. While abundant studies have been conducted to objectively index the severity of such damage, how consumers subjectively assess the severity of damaged apples has been understudied. Previous studies have indicated that consumers’ aesthetic devaluation of product quality is reflected in estimated price. Thus, the current online questionnaire study was conducted to examine the effect of objectively indexed severity of damage on consumers’ subjective price estimations. Four hundred thirty-nine consumers of apples were asked to estimate the market price for apples in photographic images of 1 or 3 “Orin” (“Golden Delicious” × “Indo”) apples at 9 levels of severity of damage. A 2 (1- and 3-piece) × 9 (severity of damage) within ANCOVA with reference price as a covariate indicated significant two-way interaction between the number of apples and severity of damage on estimated price. Consequently, the 1- and 3-piece conditions were examined separately. The results of both analyses indicate a categorical rather than quantitative, continuous reduction in estimated price. |
| format | Article |
| id | doaj-art-c95b780d5ed1455cba7e0999ec9cc5d1 |
| institution | Kabale University |
| issn | 0146-9428 1745-4557 |
| language | English |
| publishDate | 2018-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Journal of Food Quality |
| spelling | doaj-art-c95b780d5ed1455cba7e0999ec9cc5d12025-02-03T01:32:51ZengWileyJournal of Food Quality0146-94281745-45572018-01-01201810.1155/2018/35723973572397Categorical Nature of Consumer Price Estimations of Postharvest Bruised ApplesYasushi Kyutoku0Naoko Hasegawa1Ippeita Dan2Hiroaki Kitazawa3Research and Development Initiative, Chuo University, Bunkyo-ku 112-8551, JapanFood Research Institute, National Agriculture and Food Research Organization, Tsukuba 305-8642, JapanDepartment of Integrated Science and Engineering for Sustainable Society, Chuo University, Bunkyo-ku, Tokyo 112-8551, JapanFood Research Institute, National Agriculture and Food Research Organization, Tsukuba 305-8642, JapanPostharvest fruits are susceptible to damage which eventually results in large product and financial losses. While abundant studies have been conducted to objectively index the severity of such damage, how consumers subjectively assess the severity of damaged apples has been understudied. Previous studies have indicated that consumers’ aesthetic devaluation of product quality is reflected in estimated price. Thus, the current online questionnaire study was conducted to examine the effect of objectively indexed severity of damage on consumers’ subjective price estimations. Four hundred thirty-nine consumers of apples were asked to estimate the market price for apples in photographic images of 1 or 3 “Orin” (“Golden Delicious” × “Indo”) apples at 9 levels of severity of damage. A 2 (1- and 3-piece) × 9 (severity of damage) within ANCOVA with reference price as a covariate indicated significant two-way interaction between the number of apples and severity of damage on estimated price. Consequently, the 1- and 3-piece conditions were examined separately. The results of both analyses indicate a categorical rather than quantitative, continuous reduction in estimated price.http://dx.doi.org/10.1155/2018/3572397 |
| spellingShingle | Yasushi Kyutoku Naoko Hasegawa Ippeita Dan Hiroaki Kitazawa Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples Journal of Food Quality |
| title | Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples |
| title_full | Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples |
| title_fullStr | Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples |
| title_full_unstemmed | Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples |
| title_short | Categorical Nature of Consumer Price Estimations of Postharvest Bruised Apples |
| title_sort | categorical nature of consumer price estimations of postharvest bruised apples |
| url | http://dx.doi.org/10.1155/2018/3572397 |
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