Costa, Ecio de Farias

Epperson, James E.

Huang, Chung L.

McKissick, John C.

Wolfe, Kent

English

Research Papers in Economics

Who Are The Consumers Of Vidalia Onions?
Ecio F. Costa, Kent Wolfe,  James E. Epperson, Chung L. Huang, and John C.
McKissick
Two important  marketing questions pertain to the
effectiveness of the current promotion program to
increase demand for Vidalia onions: the impact of
quality on consumption and the impact of compe-
tition from other U.S. and imported sweet onions.
Producers promote  their product individually  and
through the Vidalia Onion Marketing Order. How-
ever, no comprehensive evaluation of the effective-
ness of the promotion program has been conducted.
Quality problems could occur as a result of variet-
ies marketed, wholesale and retail handling proce-
dures, and the impact of controlled storage on the
consumer's  perception  of quality.  A number  of
other marketing questions face the industry includ-
ing the degree to which the Vidalia name-a regis-
tered trademark for onions grown in 18 counties of
South Georgia-differentiates the product, affects
the  market  for  competitive  onions,  generates
changes  in  consumer tastes and  preferences,  and
develops a specific group of Vidalia onion consum-
ers.
The overall objective of this study is to deter-
mine efficient advertising and  promotion policies
for Vidalia onions. More specific objectives of this
research  are to develop  the  consumer profile  for
Vidalia onions by region of the United States with
respect to demographic  characteristics  and to as-
certain the most effective ways to promote and in-
crease consumer demand for Vidalia onions.
The research  involves  conducting  a series of
surveys related to marketing and  consumption  of
Vidalia onions throughout the United States. Tele-
phone and mail  surveys are used to collect  infor-
mation  from Vidalia onion  consumers.  Mail  sur-
veys are also used to collect information from food
editors of magazines and newspapers and from pro-
duce managers  of grocery  stores.  Survey results
from managers will lead to more efficient in-store
promotion  campaigns.  Survey results  from  food
editors of magazines  and  newspapers  will reveal
information  on promotion  campaigns  for better
advertising of Vidalia onions. In addition to regional
and demographic characteristics of the respondents,
the questionnaire is used to collect general and spe-
cific information related to consumer purchases and
consumption  of Vidalia onions and  awareness  of
Vidalia  onion  advertising  programs  and promo-
tional efforts.
Costa is a  post-doctoral  research  associate;  Wolfe  is public
service  assistant;  and  Epperson,  Huang,  and  McKissick  are
professors,  Department  of Agricultural  and  Applied
Economics,  University of Georgia

WHO ARE THE CONSUMERS OF VIDALIA ONIONS?

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Research Papers in Economics