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Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies

Published online by Cambridge University Press:  15 September 2016

Benjamin L. Campbell ,
Saneliso Mhlanga  and
Isabelle Lesschaeve
Benjamin L. Campbell*
Affiliation:
Department of Agricultural and Resource Economics at University of Connecticut
Saneliso Mhlanga
Affiliation:
Consumer Insights and Product Innovation at Vineland Research and Innovation Centre
Isabelle Lesschaeve
Affiliation:
Consumer Insights and Product Innovation at Vineland Research and Innovation Centre
*
Correspondence: Department of Agricultural and Resource Economics ▪ University of Connecticut ▪ 1376 Storrs Road Unit 4021 ▪ Storrs, CT 06269 ▪ Phone 860.486.1925 ▪ Emailben.campbell@uconn.edu.
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Abstract

Consumers in today's marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.

Keywords

conjoint analysismarket simulationtender fruit
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 42 , Issue 3 , December 2013 , pp. 518 - 541
Copyright
Copyright © 2013 Northeastern Agricultural and Resource Economics Association 

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