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Customer Perception of and Objective Assessment of Quality of Fresh Fruit and Vegetables in Supermarket Chains

J. P. Mitchell and F. K. O'Neill
Irish Journal of Agricultural Economics and Rural Sociology
Vol. 4, No. 2 (1973/1974), pp. 51-60
Stable URL: http://www.jstor.org/stable/25556387
Page Count: 10
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Customer Perception of and Objective Assessment of Quality of Fresh Fruit and Vegetables in Supermarket Chains
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Abstract

Six supermarket chains were ranked according to customers' rating of the quality of fresh fruit and vegetables. Simultaneously the chains were ranked according to price and quality based on samples purchased in the stores. The ranking of the chains on the basis of customers' response was not related to the "objective" quality ranking of the stores but was significantly related to the ranking of the stores by prices in the opposite direction to that predicted by the price/perceived quality relationship. Division of the customers into sub-samples on the basis of socio-economic and other criteria showed three groups ("over 35 years," "male," and "had not purchased fruit or vegetables") differing from the total sample in the ranking of the chains of their response. These rankings however were not correlated to either "objective" quality or price ranking.

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