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Fresh-Cut Melon—The Money Is in the Juice

Published online by Cambridge University Press:  28 April 2015

Carlos Mayen ,
Maria I. Marshall  and
Jayson Lusk
Carlos Mayen
Affiliation:
Department of Agricultural Economics, Purdue University, West Lafayette, IN
Maria I. Marshall
Affiliation:
Department of Agricultural Economics, Purdue University, West Lafayette, IN
Jayson Lusk
Affiliation:
Department of Agricultural Economics, Oklahoma State University, Stillwater, OK
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Abstract

Fruit is an important component of the food industry in the United States, and “fresh-cut” products are an increasing portion of that consumption. We found that packaging and juice content played a significant role in the choices Indiana consumers made when purchasing fresh-cut melon products. Brand was not as important as the other fresh-cut melon attributes. Indiana consumers had a clear dislike for cup-shaped transparent packages compared with tamper-proof, bowl, and squared packages. However, they were willing to pay a premium for packages that have no fruit juices on the bottom.

Keywords

conjointconsumer preferencesdemandfruitQ13D12M31P46
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 39 , Issue 3 , December 2007 , pp. 597 - 609
Copyright
Copyright © Southern Agricultural Economics Association 2007

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