Uncovering cultural differences in choice behaviour between Samoan and NewZealand consumers: a case study with apples

Choice behaviour for a hypothetical apple product with varying label inform ation was explored using choice-based conjoint analysis. A systematic effec t on choice of describing the product as suitable for use 'at home' vs. 'on the move' was established. In accord with the general individualist orient ation of New Zealand consumers, products described as suitable for use 'on the move' were associated with positive utility. In comparison, the Samoan consumers, who were resident in New Zealand, also perceived 'at home' as an appropriate eating location. Contrary to expectations, no effect on choice of targeting the product at 'you' vs. 'the family' or characterising the p roduct as a 'new' vs. 'traditional' snack was established. Possible reasons for the lack of effect of these two types of product information are discu ssed, including shortcomings of the individualism-collectivist construct th at was used to measure cultural orientation. (C) 2000 Elsevier Science Ltd. All rights reserved.