Consumer Preferences for Locally Produced Strawberries

Consumers were surveyed to understand preference in an effort to stabilize acreage and market share in a minor strawberry production area. Preferred attributes were identified using conjoint analysis. Local product was highest in overall relative importance, followed by price, pesticide strategy, and container. Cluster analysis identified groups with similar demographics. For two groups, local product was 77 percent and 67 percent of relative importance; for another group, price was about 75 percent of importance; while the final group was balanced across three attributes. Alignment with consumer preferences and with strategies of local retailers and wholesalers lead to suggested tactics to support local product.Crop Production/Industries, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety,

An Assessment of Consumer Preferences for Strawberry Products

California has exploited its production advantages and marketing efficiency to increase strawberry production at the expense of traditional production areas like Louisiana. Conjoint analysis is used to examine consumer's preferences for selected product attributes of fresh strawberries in Louisiana. Consumers put highest relative importance on brand/origin and, to a lesser degree, price.Consumer/Household Economics,

THE LOUISIANA STRAWBERRY: ENDANGERED SPECIES?

Crop Production/Industries,

Louisiana Strawberries: Consumer Preferences and Retailer Advertising

Agribusiness, Marketing,

An assessment of consumer preferences for Louisiana strawberries

Louisiana strawberry production has decreased over a period of years while national production has increased, leading to concern that Louisiana\u27s strawberry industry might disappear. California, the leading producer state, has exploited its production advantages and marketing efficiency to increase production. The objectives of the study were (1) to identify strawberry attributes preferred by consumers in the selected market area, (2) to analyze key demographic factors that influence the decision about sources of and preferences for strawberries, and (3) to identify key steps that the Louisiana strawberry industry might take to improve marketability of product and profitability of its production. Conjoint analysis (CA) was used to examine consumer preferences for selected product attributes of fresh strawberries in Louisiana. Conjoint designer was used to develop nine hypothetical strawberry products, and two holdout products were created from the attributes (container, pesticide strategy, price, and origin/brand) and their levels. The two container levels were a clear plastic clamshell design and the traditional plastic basket. Pesticide strategy\u27s levels consisted of conventional control strategy and reduced pesticide strategy. Price\u27s levels considered were $2.99,$2.49, and $1.99. Origin/brand\u27s levels were California private company brand or label, Florida private company brand or label, and \u27Louisiana produced\u27 strawberries. Data were collected through mail surveys sent to 2,000 randomly selected consumers in Louisiana, the southern half of Mississippi including Jackson, and the metropolitan area of Mobile, Alabama. An Ordinary Least Squares model was used to analyze consumer preferences. The estimated part worth utility values were calculated and used in a cluster analysis to segment consumers based on their preferences. In addition, demographic categories were used to identify preferences among various socioeconomic groups. The results of the aggregate conjoint analysis indicated consumers put highest relative importance on origin/brand and, to a lesser degree, on price. Pesticide strategy and kind of retail container were rated much lower. CA results also were compared by demographics categories. The cluster analysis identified two clusters that exhibited high importance for origin/brand, one for price, and another for container and pesticide strategy. A standard marketing management model consisting of positioning, pricing, distribution, and promotional strategies was used as an outline for marketing implications. The results suggest that the Louisiana strawberry industry should market more through retail grocery chains and promote local origin/brand. The industry can differentiate itself from competitors by building on the quality, taste, and convenience of the Louisiana strawberry product in local grocery stores. In addition, there is an important segment of price-conscious consumers that might be tapped later in the growing season when prices have already dropped because of market saturation

Equipped to serve our youth: a phenomenological study of 4-H Extension youth educators\u27 perceptions of the value of mentoring

Challenging economic times and increasingly complex social contexts intensify the demand for organizations to focus on areas of human resource development that positively contribute to developmental relationships of employees. One such method is the implementation of a formal mentoring program. Mentoring is especially important for 4-H youth educators. Youth educators are usually specialized in program development among other areas and plan, implement, and evaluate programs with the intent of bettering the quality of life for youth. The dynamics of working with today’s youth mandate effective professional development and developmental relationships for career enhancement. This study was developed for the researcher to take an in-depth look into mentoring relationships for new 4-H youth educators. The following research questions were investigated: How do Extension educators perceive the value of mentoring Extension educators in Louisiana? How do Extension educators perceive the value of formal and informal mentoring programs in Louisiana? Seven 4-H youth educators, hired within the past one to five years, participated in this study and were interviewed by the researcher. This communication and interaction provided details and explanations regarding the formal mentoring program and tendencies for new 4-H youth educators within the organization to find informal mentors. The participants shared personal and professional expectations, hopes, and needs as novice 4-H youth educators. Several components that contribute to successful, professional developmental relationships were found to be lacking with “formal” mentors among participants despite finding these elements in developmental relationships with “informal” mentors. The findings of this study contributed to suggestions for an effective and efficient formal mentoring program for 4-H youth educators. In addition, the researcher concluded there are numerous implications that reinforce the need for the development and implementation of a revised formal mentoring program in the organization