Tunisian consumer preferences for local forest honey attributes: A market segmentation analysis

  • Samir Ben-Ali University of Carthage, Mograne Agricultural High School, Dept. of Agricultural Economics. Zaghouan 1121, Tunisia https://orcid.org/0000-0003-3225-741X
  • Ibtissem Taghouti University of Carthage, INRGREF, Laboratory of Management and Valorization of Forest Resources. Rue Hédi El Karray El Menzah IV, 1004 Tunis BP 10 Ariana 2080, Tunisia / Center for Agro-Food Economics and Development (CREDA-UPC-IRTA). Parc mediterrani de la tecnologia. Edifici ESAB, carrer esteve terradas 8. Castelldefels 08860, Spain. https://orcid.org/0000-0001-8155-8505
Keywords: Tunisia, Multinomial logit, honey attributes, forests, cluster analysis

Abstract

Aim of study: This study focuses on the segmentation of local forest honey market based on consumer preferences for its origin and other sensory attributes.

Area of study: Tunisia

Material and methods: The empirical analysis relies on a face-to-face questionnaire survey of 200 respondents, conducted in 2019 among Tunisian consumers. A cluster analysis was used to identify the market segments and multinomial logit analysis was used to determine segment membership characteristics.

Main results: Three distinct market segments were identified. The first segment of consumers (44% of the sample) prefer eucalyptus and multifloral honey from the Northwest origin; the second segment (39%) is composed of consumers that tend to buy honey mainly produced in the eastern region of the country; in the third (17%), consumers prefer thyme-rosemary' honey.

Research highlights: Consumer preferences for local forest honey mainly depend on its geographical origin, flower type, flavor and color. Findings suggest that gender, income, and grocery shopping task are the main determinants of the importance of these attributes.

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References

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Published
2022-02-21
How to Cite
Ben-AliS., & TaghoutiI. (2022). Tunisian consumer preferences for local forest honey attributes: A market segmentation analysis. Spanish Journal of Agricultural Research, 20(1), e0101. Retrieved from https://revistas.inia.es/index.php/sjar/article/view/18411
Section
Agricultural economics