Table 3.
Frequencies of selection of the top four reasons for the purchase of apples by five different classes of customers at the retail and special-event markets.
| Better Eating Quality Seekers | Better Eating Quality Seekers of Familiar or Good-Looking Apples | Taste Lover Buyers | Perfect Product Seekers | Cultivar-Loyal Buyers | |
|---|---|---|---|---|---|
| Retail Market | |||||
| Visual appearance | 0 | 0 | 22.2 | 100 | 59.5 |
| Texture | 100 | 72.2 | 0 | 100 | 51.4 |
| Taste/aroma | 100 | 100 | 100 | 100 | 0 |
| Previous experience | 0 | 100 | 12.1 | 53.6 | 32.4 |
| Special-Event Market | |||||
| Visual appearance | 0 | 100 | 0 | 63.6 | 61.3 |
| Texture | 100 | 88.7 | 0 | 85.5 | 48 |
| Taste/aroma | 100 | 100 | 100 | 100 | 0 |
| Previous experience | 0 | 0 | 0 | 100 | 24 |