Abstract

There are few studies that characterize the attitude of the Chinese consumer regarding imported fresh fruit. Additionally, characterization analyzes based on Western models do not seem to fit exactly the behavior of food consumers in China. The objective of this research is to characterize the attitude of the Beijing consumer towards intrinsic and extrinsic perceived quality attributes in fresh cherries. To do this, a survey was applied to 420 buyers and consumers of cherries in different traditional markets in the city of Beijing in China. The questionnaire measured the attitude of consumers of fresh cherries towards attributes of perceived quality, both intrinsic and extrinsic. The information was analyzed in statistical software. Hierarchical factor and cluster analysis was performed using the Ward method. Subsequently, an analysis of means was performed through one-way ANOVA. The existence of two groups with significantly different behavior was found, among which differences were identified between the times of consumption and the frequency with which the product is purchased. Differences in the attitude of the groups towards extrinsic attributes related to the country of origin of the cherries and differences in the attitude towards intrinsic attributes of color, texture and size were statistically determined. © 2023, Universidad de Tarapaca. All rights reserved.