Purchase behavior and preferences for consumers of fresh apples were investigated using a consumer survey conducted at a special-event apple market. Survey respondents were asked to list apple cultivars they had purchased at the retail market and the special-event market. The special-event market offered many uncommon cultivars packed in clear plastic bags with a fixed weight and price. Respondents were also asked to identify their reasons for selection of each apple cultivar and answer demographic questions. A total of 169 customers completed the survey. Profiles of customers were identified using multiple correspondence analysis (MCA) and hierarchical cluster analysis (HCA), and the impact of the change in available apple cultivars on consumers’ purchase behavior was explored. Consumers primarily indicated four main reasons in the selection of their apples: visual appearance, previous experience, taste/aroma, and texture. The first two reasons, evaluated before eating an apple, were loaded on the first MCA dimension, while the last two reasons (i.e., eating quality) were loaded on the second dimension in data from both marketplaces. HCA identified five classes of customers in both markets, and results indicated that similar market segments existed within the two marketplaces, regardless of the availability of apple cultivars.

中文翻译：

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使用来自两个市场的数据对新苹果客户进行性能分析的多重通信和层次聚类分析。

使用在特殊事件苹果市场上进行的一项消费者调查，调查了新鲜苹果消费者的购买行为和偏好。调查受访者被要求列出他们在零售市场和特殊活动市场上购买的苹果品种。特殊活动市场上有许多不常见的品种，以透明的塑料袋包装，重量和价格固定。还要求受访者确定他们选择每种苹果品种的原因并回答人口统计学问题。共有169位客户完成了调查。使用多重对应分析（MCA）和层次聚类分析（HCA）识别了客户的个人资料，并探讨了可用苹果品种变化对消费者购买行为的影响。消费者在选择苹果时主要指出了四个主要原因：视觉外观，以前的体验，味道/香气和质地。在两个市场的数据中，前两个原因（在吃苹果之前进行了评估）被加载到第一个MCA维度上，而后两个原因（即吃质量）被加载到第二个维度上。HCA在两个市场中确定了五类客户，结果表明，无论苹果品种的可用性如何，两个市场都存在相似的细分市场。