Quality and the window of opportunity: the importance of attributes and timing for cherry import prices in the Chinese market

Purpose The study’s objective is to examine the influence of fruit attributes, shipping dates and marketing strategies on prices received for Chilean fresh cherries in their primary export destination, China. It provides information useful for industry profitability and meeting consumer demands. Design/methodology/approach Applying a hedonic approach, the study makes use of data for two growing/export seasons gathered from a processing/exporting company for a regression analysis of the influence of fruit attributes and timing factors on Chilean cherry prices in the Chinese market. Findings There is a clear window of opportunity for optimal timing of cherry arrivals in China. Fruit size, color and packaging format are also price determinants. Early export season (October) yields notably higher prices, which later decline, then increase as the Chinese New Year approaches. Research limitations/implications Due to the market transactions data available, the study is limited by absence of information regarding fruit firmness and sugar content. Future research based on observed prices should attempt to obtain additional information to better characterize price variability across attributes. Originality/value This study is the first to apply hedonic price modeling to imported cherries in China. It provides information for industry participants and for agronomists/horticulturalists concerned with improving grower and exporter profitability and benefiting consumers through modification of fruit attributes and growing strategies.