Impact of Consumer Perceived Characteristics on Fruit Sales: Evidence from Community Group-buying

Abstract

There is a growing trend among retailers to sell fruits through their community group-buying (CGB) channels. Based on real operational data, we employ econometric models to empirically analyze how consumer perception characteristics in CGB affect fruit sales. Our findings suggest that incorporating subjective experiences into product descriptions can positively impact fruit sales for retailers; fresh produce stores outperform regular stores in fruit sales of CGB; Dark-colored fruits sell more than light-colored fruits in the CGB channel. Our study offers valuable insights for retailers selling fruits through CGB channels.