427 Factors Determining Consumer Preferences for Colored Bell Pepper

Most bell peppers produced and consumed in the United States are green in color. However, red, yellow, orange, brown, white, black, and purple bell pepper are also available. While bell pepper consumption has been increasing in the past 10 years, limited information is available on how color, retail price, and vitamin C influence consumer behavior. A conjoint analysis of 436 consumer responses showed that color (75%) and retail price (23%) were more important than vitamin C (3%) in shaping consumer purchase decision. Six consumer segments were identified. Segments II to V preferred green bell pepper, while segments I and VI favored the orange and brown color, respectively. Demographic variables were not good predictors of segment membership. However, previous purchases of bell pepper significantly affected the probability of membership in at least one segment. These results suggest that while green is the preferred color, a market exists for orange, red, and yellow peppers. Results on price sensitivity suggest that profits at the retail level are likely to increase by increasing the price of green peppers, and decresing that of the colored ones.