Uncovering cultural differences in choice behaviour between Samoan and New Zealand consumers: a case study with apples

Choice behaviour for a hypothetical apple product with varying label information was explored using choice-based conjoint analysis. A systematic effect on choice of describing the product as suitable for use `at homeʹ vs. `on the moveʹ was established. In accord with the general individualist orientation of New Zealand consumers, products described as suitable for use `on the moveʹ were associated with positive utility. In comparison, the Samoan consumers, who were resident in New Zealand, also perceived `at homeʹ as an appropriate eating location. Contrary to expectations, no effect on choice of targeting the product at `youʹ vs. `the familyʹ or characterising the product as a `newʹ vs. `traditionalʹ snack was established. Possible reasons for the lack of effect of these two types of product information are discussed, including shortcomings of the individualism-collectivist construct that was used to measure cultural orientation.