CONSUMER AWARENESS OF STATE-SPONSORED MARKETING PROGRAMS: AN EVALUATION OF THE JERSEY FRESH PROGRAM

The majority of consumers surveyed (77 percent) report awareness of the Jersey Fresh, state-sponsored promotional program. However, certain segments appear more likely to be familiar with Jersey Fresh and its logos than others are. Behavioral and demographic models were constructed to evaluate which characteristics influence consumer awareness of Jersey Fresh. The results indicate that those who shop at more than one supermarket, those who frequently shop at direct marketing facilities, and those who frequently read food advertisements are more likely to exhibit a preexisting awareness of the Jersey Fresh Program. The results also indicate that the period of residence in the state positively contributed to the awareness of the program.Consumer/Household Economics, Marketing,

Book Review

Review of The Student, The College, The Law, John G. Hill, Jr. and William T. O\u27Hara, N.Y., London Teachers College Press, 1972

WHERE WILL FUTURE AGRICULTURAL MARKETING INFORMATION COME FROM: NEW JERSEY PEACH MARKET - A CASE STUDY

Researchers and decision makers are currently faced with a reduced supply of agricultural marketing information at both federal and state levels. Although a number of on-line computer informational sources are available to help fill this gap, the data are relatively expensive and often not available in the form or detail needed at the farm level. This paper examines expected future sources of agricultural information in the public, private and semi-public/private sectors. A working model of a semi-public/private informational system is presented. The proposed self-help grower informational model system can be tailored to provide farm level data needed at a reasonable cost.Resource /Energy Economics and Policy,

Retailer-Wholesaler Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh

Jersey Fresh retailers and wholesalers feel that the logos are effective in increasing sales. Most feel that the popularity of the logo among the consumers is moderate. The results of this study indicate that the promotional aspect of the program was more popular among all the participant groups than the quality control aspect. The mail surveys indicated that a greater number of participants were aware of and were using the promotional logo than the quality grading logo. Only a fifth of the wholesalers who were aware of the quality-grading program were enrolled in the program. The results also indicated that participants who thought that consumer awareness of the program was high were more likely to be enrolled. This study also illustrates that most retailers and wholesalers participating in the program prefer the colorful Jersey Fresh Promotional Logo (Logo A in Appendix) and would like to have one common logo for both promotion and quality grading. Retailers who believed that consumers were highly aware of Jersey Fresh were found more likely to have been using the Jersey Fresh Logos. Retailers who used other logos to identify their fresh produce were found more likely to use Jersey Fresh Logos in the future. Willingness to use Jersey Fresh Logos in the future was found to be lower among retailers who sell more than 75 percent of their sales in retailing. Willingness to use the logos was also found to decrease with the age of retailers. Retailers with outlets in the urban areas of New Jersey and with retail outlets that were open for more than 8 months during the year were more likely to be use Jersey Fresh Logos. Farmers with more experience in retailing produce were more likely to use the logos. Wholesalers who used other logos, who advertised through signs and used word of mouth to identify their produce were more found more likely to use the Jersey Fresh Logos. Wholesalers who sell more than 75 percent of their annual trade to other wholesale buyers, were found less likely to use the logos and less willing to use the logos in the future.Agribusiness, Marketing,

TRANSPORT COSTS IMPACTS ON THE FRESH MARKET FOR PEACHES - WITH SPECIAL EMPHASIS ON THE NORTHEAST

An interregional transportation model was constructed using ordinary least squares and reactive programming to evaluate the short-run economic impact of changing transportation rate on the U.S. interregional equilibrium and, in particular, the Northeast's competitive position for fresh peaches. Using fixed regional supplies, uniquely determined regional per capita consumption and existing transportation rates the reactive programming algorithm obtains solutions to the spatial equilibrium problem including: overall regional quantities supplied and demanded, prices, consumers' outlays, producers' revenues and opportunity, transfer and shipping costs. Transportation rates were varied 20 percent above and below the current rates to examine the short-run economic impact on the prevailing equilibrium. The East Coast was a relatively isolated market and therefore was not significantly affected by changes in transportation rates. The most significant changes in producers' revenues and trade flow patterns occurred in the remaining regions that traded mostly amongst themselves.Crop Production/Industries, Marketing,

Dielectric Spectroscopy of De Vries Smectic Liquid Crystals

In this experiment we used dielectric spectroscopy to observe the dielectric response of two De Vries liquid crystals; W-652 and W-751. A frequency sweep was run for each sample with various electric fields applied using an AC current. The samples demonstrated opposing effects at the SmA to SmC as the electric fields were increased. The W-751 showed an increased response with an increased electric field and a resonance peak in high frequencies that shifted through the transition, although there were no clear results in the low frequency range so there is no conclusive trend. The W- 652 sample opposed the expected results of a DeVries liquid crystal and decreased response with an increased voltage. This effect is a unique property of the sample and further analysis is out of the scope of this experiment

Consumer Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh

The Jersey Fresh Program is a leading example of state sponsored agricultural promotion. The program attempts to create consumer awareness through billboards, radio and television advertising, special promotions, and distribution of attractive point-of-purchase materials. This study empirically evaluates the effectiveness of the Jersey Fresh Program in terms of the impact the promotional logos have on consumers. This report includes a descriptive and logit analysis performed to predict the likelihood of consumers patronizing Jersey Fresh produce given certain behavioral and demographic characteristics. Participants exhibited a clear preference for Jersey Fresh produce and indicated that they believed it to be better than other produce in terms of quality and freshness. The study indicates that the Jersey Fresh Logo is perceived with a positive attitude among consumers. Awareness of Jersey Fresh was also found to be high among consumers and participants indicated that they would be willing to purchase Jersey Fresh produce if available. Produce displays in stores and television advertisements were most often cited to be the places in which the logos were seen. Consumers who frequently shop at direct marketing facilities such as farmers’ markets and roadside stands were more likely to be aware of Jersey Fresh, more likely to have bought Jersey Fresh labeled produce, and more willing to buy Jersey Fresh produce in the future. Consumers who read food advertisements in newspapers or brochures and who shop at more than one place in order to buy advertised specials, were more likely to be aware of Jersey Fresh than consumers who do not. Females, those who were over 35 years of age, and those had completed high school or higher levels of education were more likely to have purchased Jersey Fresh labeled produce. The results of this study may provide valuable information that can be applied not only to improve the Jersey Fresh Program but also in the promotion of other products of the state and in other states which have similar promotional programs.Consumer/Household Economics, Marketing,