A TARGET CONSUMER PROFILE AND POSITIONING FOR PROMOTION OF THE DIRECT MARKETING OF FRESH PRODUCE: A CASE STUDY

Marianne McGarry Wolf

Journal of Food Distribution Research, 1997, vol. 28, issue 3, 7

Abstract: A consumer survey was used to identify the proportion of consumers who shop for produce at farmers' markets. A profile of the target market was developed. Characteristics of produce which are most desirable to consumers when making their purchase decision were identified. Consumers' perceptions of the characteristics of produce sold at farmers' markets versus supermarkets were evaluated. The most desirable characteristics of produce which provide farmers' markets produce with a relative advantage over supermarket produce were identified for use in a promotional campaign.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Date: 1997
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27211

DOI: 10.22004/ag.econ.27211

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