Using the Rasch Model to Understand Consumers’ Behaviour in Buying Kiwifruits

The market for specialised kiwifruit varieties, such as those with red pulp, remains a niche sector with considerable growth potential in several European countries, including Spain, Italy, Germany, and France. This study applies to the Rasch model to gain a comprehensive understanding of consumer behaviour, specifically pertaining to preferences, attitudes, and propensity towards purchasing both conventional and novel kiwifruit variants. A questionnaire was developed and administered to gather specific information on consumer behaviour. The collected data were analysed using a Rating Scale Rasch Model to construct a valid measure of attitude toward kiwifruit, which was subsequently used in regression models to explain purchase propensity. The findings indicate that marketing strategies should focus on enhancing attitudes towards kiwifruit by leveraging specific product attributes and addressing demographic nuances to effectively promote the consumption of yellow, red, and organic varieties.