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Perceived Quality In Fresh Peaches: An Approach Through Structural Equation Modeling

M. Mora, J. Espinoza, B. Schnettler, G. Echeverría, S. Predieri, R. Infante
Published 2011 · Philosophy

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Uno de los topicos que mas atrae la atencion de los actores de la cadena productiva de fruta fresca, es entender los requerimientos de calidad que los consumidores de fruta fresca consideran en sus procesos de decision de compra. En esta perspectiva, esta investigacion se ha orientado hacia la identificacion de relaciones significativas entre atributos que podrian explicar como percibe la calidad un consumidor de duraznos en estado fresco. Asimismo, se ha considerado focalizar el estudio en el durazno debido basicamente a que es una especie de la cual no se tiene conocimiento en terminos de cuales son los las senales de calidad que busca el consumidor cuando desarrolla sus preferencias. En virtud de lo senalado, el objetivo del presente es desarrollar un modelo que contribuya a explicar la calidad de duraznos frescos segun la percepcion de consumidores espanoles. Para ello, se ha recurrido a un modelo teorico, el cual explica la calidad mediante un conjunto de atributos intrinsecos y extrinsecos. La fuente principal de informacion fue una encuesta de preguntas cerradas aplicada de forma presencial a una muestra no probabilistica de 192 consumidores espanoles. La metodologia asociada al objetivo expuesto fue un analisis de ecuaciones estructurales, el cual fue sometido a un conjunto de indicadores de bondad de ajuste del modelo (CMIN/DF, RMR, NFI, RFI, RMSEA, HOELTER, entre otros). De tal modo, ajustandose a los valores recomendados por la literatura, se identifico un modelo que explica la calidad en los consumidores estudiados, mediante dos conjuntos de atributos: extrinsecos y extrinsecos. Finalmente, se determinaron relaciones significativas y altas, entre calidad percibida y homogeneidad de la fruta y, entre calidad percibida y disponibilidad en supermercados y fruterias.
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