RETAIL BUYERS' EXPECTATIONS CONCERNING THE GROWTH OF VALUE-ADDED PRODUCE AND PERCEPTIONS OF THE IMPORTANCE OF PROMOTIONAL VEHICLES USED TO SELL VALUE-ADDED PRODUCE

The research was conducted through the use of a telephone survey of produce retail buyers during a two-year period, May 1996 through May 1998. This research shows that retail buyers expect value-added produce sales to continue to increase and that they rate promotional vehicles, related to pricing, as important factors in increasing their willingness to carry a value-added produce product. Branding is somewhat important in increasing their willingness to carry a value-added produce product.Consumer/Household Economics,

AN ANALYSIS OF THE IMPACT OF PRICE ON CONSUMER PURCHASE INTEREST IN ORGANIC GRAPES AND A PROFILE OF ORGANIC PURCHASERS

This research uses simulated test marketing methodology to examine the consumer purchase interest in organic grapes and price sensitivity. A profile of the target organic food purchaser is identified and consumer perceptions of organic grapes are compared to their perceptions of regular (conventionally grown) grapes. The research uses a survey instrument and a concept exposure that were administered through the use of a personal interview of 342 randomly selected respondents at food stores in May 2001 in San Luis Obispo County, California. Comparisons of nominal and ordinal variables were generated through the use of chi-square tests. The statistical tests used to examine interval and ratio variables are t-tests, one-way analysis of variance, and multivariate analysis of variance.Consumer/Household Economics, Demand and Price Analysis,

A TARGET CONSUMER PROFILE AND POSITIONING FOR PROMOTION OF THE DIRECT MARKETING OF FRESH PRODUCE: A CASE STUDY

A consumer survey was used to identify the proportion of consumers who shop for produce at farmers' markets. A profile of the target market was developed. Characteristics of produce which are most desirable to consumers when making their purchase decision were identified. Consumers' perceptions of the characteristics of produce sold at farmers' markets versus supermarkets were evaluated. The most desirable characteristics of produce which provide farmers' markets produce with a relative advantage over supermarket produce were identified for use in a promotional campaign.Consumer/Household Economics, Marketing,

A PROFILE OF THE WINE CONSUMER IN CALIFORNIA

This research shows that the wine market in the United States is segmented. The demographics and wine consumption behavior of the California wine consumer differs from the national consumer. The data examined here show that the California wine consumer can be further segmented into heavy spender and lighter spender groups based on demographics and wine consumption behavior. The existence of multiple segments in the wine market indicates that separately targeted marketing campaigns may be more effective than broad marketing campaigns for wine.Consumer/Household Economics,

A TARGET CONSUMER PROFILE AND POSITIONING FOR PROMOTION OF VALUE-ADDED SALAD PRODUCTS: A CASE STUDY

A consumer survey was used to generate a demographic profile of the target market for value-added produce products compared to consumers who purchase bulk produce products. Those who purchase value-added produce products are more likely to be young, single, and without children than are those who do not purchase value-added produce products. The produce characteristics that are most desirable to consumers when making their purchase decision were identified. The extremely to very desirable characteristics of produce are those that concern taste, quality, and value. The very to somewhat desirable characteristics of produce are those that relate to the convenience of using and buying produce. Consumers' perceptions of the characteristics of packaged salad products versus head lettuce were evaluated. The characteristics of produce that provide packaged salad with a relative advantage over head lettuce were identified for use in a promotional campaign by producers of packaged salad products.Consumer/Household Economics, Marketing,

CALIFORNIA FARMERS' MARKETS SELLER PRICE PERCEPTIONS: THE NORMATIVE AND THE POSITIVE

Demand and Price Analysis,

A TARGET CONSUMER PROFILE AND POSITIONING FOR PROMOTION OF A NEW LOCALLY BRANDED BEEF PRODUCT

This research examines the consumer profile and positioning for a new locally branded beef product. The research involves 413 beef consumers in California. The target consumers for the new locally branded beef product are approximately one-third of beef consumers in the local area. They are older, married, and from higher dual-income households. The target consumers for the new locally branded beef product are likely to have purchased other branded beef products. Approximately one-half of the beef consumers indicated that they make their meat purchase decisions in the store. The characteristics of beef that are important to the consumers when purchasing beef are price, quality, and appearance of the beef. Therefore, competitive pricing, packaging that highlights the product, and point of purchase material that focuses on the brand concept are very important to the positioning and marketing of the new branded beef product.Consumer/Household Economics,

CONSUMER ATTITUDES TOWARDS FAIR TRADE COFFEE

This study examines consumers’ awareness of fair trade coffee and their purchase interest concerning fair trade coffee. The research uses a survey instrument that was administered through the use of a personal interview. The random sample of 200 coffee purchasers was collected in San Luis Obispo County, California. San Luis Obispo County was designated the best test market in the United States by Demographics Daily (Jackoway 2001). San Luis Obispo was found to be the best of 3,141 counties to represent a microcosm of the United States based on 33 statistical indicators. This research uses simulated test marketing research to examine consumer interest in purchasing a branded fair trade coffee and finds that the branded fair trade coffee is appealing to only a small percentage of coffee consumers. Consumers indicate that the very desirable characteristics of coffee when making a purchase decision are: is flavorful, has a rich taste, high in quality, reasonably priced, and is a good value for the money. The fair trade coffee examined in this research rates lower in consumers’ perceptions than the conventionally produced coffee of the same brand on four of the most desirable characteristics: is flavorful, has a rich taste, reasonably priced, and is a good value for the money. Thus, consumers perceive the fair trade product to be inferior.International Relations/Trade,

Consumer Attitudes toward Milk Products Produced from Cloned Cows

The use of simulated test-marketing technology and concept exposure for a branded and priced milk product shows that consumers had similar purchase interest for the full-priced product and the product offered at a 25-percent discount when they were told that the reason for the discount was that the product was produced using biotechnology. Furthermore, there was a slight reduction in purchase interest in the discounted milk when consumers were told that the product was from cloned cows. However, when consumers were offered the conventional product at the market price and they were later told that the product was from cloned cows, the purchase interest dropped from 25 percent to only 6.3 percent. Thus if producers adopt the cloning process and do not educate the consumers and pass along the benefits of lower-priced milk, it appears that consumers will react negatively when they learn of the change in production method and may purchase a different brand or type of milk.Food Consumption/Nutrition/Food Safety,

A Comparison of X, Y, and Boomer Generation Wine Consumers in California

This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and purchasing behaviors among wine consumers from different generations. The findings from this research demonstrate that it is increasingly important to develop marketing strategies that are segmented for the target wine consumer. Generation Y are young wine consumers who are especially important for the industry because they offer an opportunity for growth–these younger generations are developing tastes now that are likely to last as they age.Consumer/Household Economics,