Conjoint analysis of consumer preferences for roasted peanut products in Haiti

Abstract

Abstract This study evaluated Haitian consumers’ preferences for three attributes of roasted peanuts: form (dry‐roasted vs. honey‐roasted), country of origin (Haiti vs. USA) and price (lowest vs. most common vs. highest). A sample of 199 respondents from three locations near Port‐au‐Prince revealed that price was overwhelmingly the most important attribute, although three well‐differentiated consumer segments were identified: the largest (44% of the sample) based strictly on price; a second (29%) distinguished by preference for honey‐roasted peanuts of Haitian origin; and a third (27%) preferring dry‐roasted peanuts imported from the USA. Segment membership was predicted by gender, education, household size, survey location and whether or not respondents were themselves the purchasers of the peanuts and peanut butter they consumed. Market simulation of a proposed, new domestic product (honey‐roasted peanuts from Haiti) revealed that a price near that of the currently imported product would maximize domestic revenues at about 15% above the current base.