Post-purchase evaluation of U.S. consumers’ preferences for chestnuts

A regional study of consumer satisfaction and preferences for various chestnut attributes was conducted in 2009. Surveys were distributed to five chestnut growers/sellers in Missouri, Iowa, Kansas, Ohio and Illinois to accompany chestnut sales to their individual customers. Returned surveys represented consumers from 18 states, mainly the U.S. Midwest but also from the East and West coasts. The survey measured consumer satisfaction with the chestnuts purchased (by using affective, cognitive and behavioral constructs), assessed consumer’s general knowledge about chestnuts, frequency of consumption and familiarity with cooking. The survey also included a choice-based conjoint analysis to evaluate the effects of origin, production process and price on consumer preferences for chestnuts. Results show that high satisfaction with chestnuts purchased increases the likelihood of future purchase. Most consumers who buy chestnuts know that chestnuts need to be refrigerated but more educational effort is needed regarding the low fat content of chestnuts as compared to other nuts and the gluten-free attribute of chestnut flour. Conjoint analysis of chestnut attributes (origin, production process and price) confirmed results of past studies. Holding other attributes constant, chestnut origin is the most important attribute influencing purchases, consumers strongly preferring locally grown chestnuts over U.S. grown or imported. Chestnuts grown organically or pesticide free were preferred over conventional production. Price also has a significant influence on the purchase decision but its relative effect was lowered when bundled with the other product attributes.