This study employs both qualitative and quantitative methods to investigate consumer preference for and knowledge about potato cultivars, including their culinary applications and attributes. This study’s aim is to determine factors influencing consumers’ preference and willingness-to-pay for potato cultivars. A focus group and the Affective Acceptance Test (sensory test) were used. The sample group consisted of 21 people between 18 and 57 years old, who self-identified as potato consumers. Participants’ preference and willingness-to-pay was evaluated for six potato cultivars, compared two by two according to their culinary aptitudes. It was found that participants were not knowledgeable about the attributes related to different potato cultivars. Additionally, it was found that, while non-traditional cultivars meet the participants’ expectations, their willingness to pay is highly sensitive to price relative to more traditional and familiar cultivars.

这项研究采用定性和定量方法来调查消费者对马铃薯品种的偏爱和知识，包括其烹饪应用和特性。这项研究的目的是确定影响消费者对马铃薯栽培品种的偏好和支付意愿的因素。使用焦点小组和情感接受测试（感官测试）。样本组由18岁至57岁之间的21个人组成，他们自称为马铃薯消费者。对六个马铃薯品种的参与者的喜好和支付意愿进行了评估，根据他们的烹饪能力将其进行了两个一个的比较。发现参与者不了解与不同马铃薯品种相关的属性。此外，还发现，尽管非传统品种能够满足参与者的期望，