Consumer Preferences for Cluster Raisins: A Focus Group Investigation

Jon C. Phillips, Garrett R. Matt, April Drukin, Kimberly Campeau-McAllister, Nicole Campeau-McAllister, Marco Solis and Tenisha Gipson

No 7425, Research Reports from California State Polytechnic University, Pomona, Center for Food Marketing and Agribusiness Solutions

Abstract: The U.S. raisin industry has experienced a decline in acreage and in number of growers in recent years. One firm is trying a novel approach to marketing raisins, namely, by marketing them still attached to the vine. This product is called cluster raisins. In order to explore consumer preferences related to cluster raisins, and to generate new product ideas and preferred marketing methods, two focus group interviews were implemented. Findings included that a young (i.e., 18 - 25 years) market segment would be a recommended target market. Also included are recommendations regarding price, packaging, and methods of increasing consumer awareness. Recommended marketing channels include specialty markets (e.g., Trader Joe's or Whole Foods) and gift baskets.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 12
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:ags:cscerr:7425

DOI: 10.22004/ag.econ.7425

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