Consumer Preferences and Customer Satisfaction Analysis: A New Method Proposal

This study analyses a form of commercialisation and consumption of organic produce: the box scheme. Under this system there is a medium-term (six months) or long-term (one year) contract between one or more farmers and a group of consumers, usually living close to the farms. A package (or box) containing a set amount of fresh organic produce is delivered to the consumer's home or collected through a collection centre. In order to analyse the potential of this consumption model a new methodological proposal for customer satisfaction analysis was made. Compared with other methodologies, the one suggested is different in terms of the approach to consumers' questioning. It adopts a new statistical analysis for elaborating responses. This is based on a three-stage econometric model: the first to test for consistency of data collected; the second and the third to identify product or service characteristics that influence most customer satisfaction. In this case study the method suggested identified fairly clearly that the box scheme key identifies which consumers are usually attentive.