Table 3 Consumer avocado preferences scores for the 12 product attributes: count report and A-RSs
Rank | Label | COUNT Best | COUNT Worst | Best–Worst | Av. Raw score | St. dev |
|---|---|---|---|---|---|---|
1 | Taste (creaminess, aroma, etc.) | 1293.0 | 129.0 | 1164.0 | 2.229 | 1.287 |
2 | Consistency to the touch (already ripe = ready to eat) | 1142.0 | 233.0 | 909.0 | 1.754 | 1.633 |
3 | Affordable price | 1074.0 | 324.0 | 750.0 | 1.362 | 1.812 |
4 | Health benefits | 814.0 | 308.0 | 506.0 | 1.081 | 1.755 |
5 | Consistency to the touch (hard = ripe) | 645.0 | 344.0 | 301.0 | 0.652 | 1.279 |
6 | Certifications (ethics, environmental sustainability, controlled supply chain, etc.) | 654.0 | 510.0 | 144.0 | 0.185 | 2.214 |
7 | Appearance (integrity of the skin, absence of visible defects, etc.) | 641.0 | 702.0 | − 61.0 | − 0.037 | 2.461 |
8 | Color (dark skin) | 309.0 | 584.0 | − 275.0 | − 0.576 | 1.195 |
9 | Color (green skin) | 235.0 | 704.0 | − 469.0 | − 0.674 | 1.101 |
10 | Seasonality | 266.0 | 903.0 | -637.0 | − 1.294 | 1.502 |
11 | Variety | 167.0 | 1084.0 | − 917.0 | − 1.769 | 1.156 |
12 | Brand awareness | 104.0 | 1519.0 | − 1415.0 | − 2.914 | 1.651 |