| Summary: | Fresh vegetables products have been traditionally considered as homogeneous goods and apparently free from an evaluation phase of pre-buying alternatives because of their frequent buy characteristics. However, in marketing literature, several works have considered the differential character of these products, seeing, among others, aspects such as origin country, or production method. This work analyzes the importance of product differentiation in evaluation process as determinant to build consumer´s preferences, applying the case of vegetables purchase. With this, we aim to contrast, by a regression analysis, if some of consumer´s attitudes, attached to origin country and production method attributes, influence their vegetables evaluation in the buying process. Results show that the consideration for these attributes affirms their differential character as well as indicate the existence of an evaluation phase in frequent buy goods.
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