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...