Unpacked foods such as fresh produce can display nutrition and health claims and given that they comply with the 15 or 30% of the daily recommended value. Claims are part of the evaluation of the product, and other factors contribute to the inference-making. Failing to consider these other factors might result in an incomplete picture of the consumer decision-making process. Consumers make use of prior knowledge and health experiences during the purchase of foods. Other factors that take part in the process are related to the sociocultural environment (i.e., gender, age, education level, area of residence), interest, and motivation in claims. All these factors and their interrelations will result in heterogenous responses to product preference, known as market segmentation.

This Data Analysis Plan is set to answer the question: What are consumers’ preferences and WTP for fresh white asparagus with vitamin C and folate claims?