ABSTRACT
Focusing on the impact of product origin and taste are attributes of purchasing decisions. This analysis involved 150 consumers aged 18 to 46, split 50% males and females, to assess preferences for two carrot products: one perceived as sweeter and crunchier, and the other as less sweet and less crunchy. Both products were packaged in 6-ounce plastic containers designed for immediate consumption or microwave heating. Through Analysis of Variance (ANOVA), significant differences in taste perception based on geographic origin were evaluated, revealing that the sweeter and crunchier option was favored by 80% of respondents, who primarily consumed the product directly. The findings underscored the importance of origin-based differentiation in marketing strategies, suggesting that specific packaging to highlight regional characteristics could enhance consumer engagement and brand loyalty. This research provided actionable insights for agricultural businesses aiming to optimize product offerings and improve supply chain efficiency based on consumer preferences.
Keywords
Taste Perception, Consumer Preferences, Packaging.