Consumer perception and behaviour concerning the Fresh Cut section Subscribers

Ready to use, a study in the consumer behaviour lab

Consumer perception and behaviour concerning the Fresh Cut section
Summary A A
LinkedIn's logo Twitter's logo Facebook's logo

Professionals are interested in understanding how consumers perceive the fresh-cut offer and the need to use this information at the point of sale. A study carried out in the CTIFL's experimental sales zone focused on the difference in consumer perception between a "traditional" range and an "innovative" range in the ready-to-use fruit and vegetable section.

Published 01/03/2024

Estimated reading time: 8 minutes

Methodology and experimental design

The trial took place in May 2022 in the experimental sales area (ESA) located at the 'Maison des fruits et légumes' in Paris. For this experiment, the ESA was equipped with refrigerated units designed to market fresh-cut fruit and vegetables. It reflects the traditional environment of this type of section. The ESA enables experimental economics studies to be carried out, insofar as the simulated space evaluates the effects of a change (new offer, layout, etc.) in a controlled environment (Denant-Boemont et al., 2008). By selecting real consumers and contextualizing the participants' tasks in framed experiments (Harrison and List, 2004), this laboratory reproduces real-life food shopping situations on a reduced scale.

As part of an exploratory study, qualitative analysis is preferred. Qualitative analysis is designed to answer the "why" question without providing information on the "how much" (quantitative analysis). It aims to understand the characteristics of a population, its habits and what helps to moderate, speed up or slow down product sales. It's also a useful way of finding out how the recruited consumers feel about new products and services, for example. These groups enable us to gather collective opinions, but also to share the panelists' knowledge by setting up a participatory debate that shapes and/or modifies participants' perceptions. This sharing of experiences and points of view allows for debate within the group, helping to reveal new positions and issues. Methodological objectives seek to shed light on the understanding of phenomena, i.e., perceptions, opinions, motivations, social or cultural dynamics, etc. The focus is on the meaning and analysis of feelings.

This content is reserved for CTIFL subscribers, subscribe to be able to benefit from all the articles