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

Benjamin Campbell, Saneliso Mhlanga and Isabelle Lesschaeve

Agricultural and Resource Economics Review, 2013, vol. 42, issue 3, 24

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: Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (3)

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Journal Article: Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies (2013)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:arerjl:161388

DOI: 10.22004/ag.econ.161388

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