What are the challenges and opportunities of using consumer decision trees for fresh produce?
Consumer decision trees (CDTs) are a powerful tool for retail category management, as they help understand how shoppers make choices among different products and attributes. CDTs can reveal the most important factors that influence purchase decisions, such as price, quality, variety, convenience, health, and sustainability. However, applying CDTs to fresh produce can pose some challenges and opportunities, as this category has some unique characteristics and dynamics. In this article, we will explore some of the key aspects of using CDTs for fresh produce and how they can help optimize assortment, pricing, merchandising, and promotion strategies.