| Sumario: | Considering that the regional origin of foods can increase consumer acceptance,
the relative importance of the designation of origin (DO) in the decision to purchase
tomatoes in Temuco and Puerto Montt, Chile was evaluated, consumer segments were
distinguished according to their preferences by administering a survey to 400 people.
A conjoint analysis was used to determine that the variety of tomato (41.8%) was more
important than DO (19.5%) and price (17.0%). Presentation and size were the least
important attributes. Consumers preferred long-life tomatoes and in bunch, with Angol
DO at the lowest price. A hierarchical cluster analysis distinguished three segments. The
first (52.5%) was sensitive to variety. The second (13.0%) was also sensitive to variety,
but they preferred to pay the highest price. The third (34.5%) was sensitive to price. All
three segments preferred the tomato with Angol DO. The segments differed significantly
according to gender, size of family group and level of satisfaction with their food-related
life. The results indicate a good acceptance of tomatoes with Angol DO; however,
particular relevance must be given to the variety of tomato produced.
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