Potatoes are marketed by type (i.e. round white, russet, red, etc.), rather than by variety. However, the round white varieties currently marketed by the Maine potato industry are known to differ considerably in terms of product characteristics. This study was designed to test the hypothesis that consumer acceptance of potatoes in home use varies by variety and to quantify how their level of acceptance and other characteristics impact their repurchase decision. A discrete choice model was used. The results indicated that consumers do differentiate round white potato varieties based on the performance of the potatoes in home use. Their willingness to repurchase the round white potatoes is affected by the variety used and the overall serving quality of the potatoes in home use
