Table 6 Characterization of avocado consumer clusters based on individuals' purchasing and consumption habits (period of consumption, motivation for consumption)
Clusters | Do you consume avocado in a particular period (season) of the year? | Why do you consume avocado? | |||||
|---|---|---|---|---|---|---|---|
No (%) | Yes (%) | Chi-square | It's healthy (%) | I like it (%) | It's versatile in the kitchen (%) | Chi-square | |
Hedonistic | 87 | 11 | 28.322* | 16 | 77 | 7 | 15.365* |
Avocado fruit lovers | 90 | 8 | 6 | 89 | 5 | ||
Sustainability sensitive | 75 | 19 | 20 | 70 | 10 | ||
Value for money | 93 | 5 | 14 | 82 | 5 | ||
Health sensitive | 88 | 10 | 18 | 73 | 9 | ||