Shape Influence on Consumers’ Willingness to Purchase Jujube Fruit

Taylor E. Hayes, Chadelle Robinson, Ram Acharya, Nancy Flores and Shengrui Yao

Western Economics Forum, 2020, vol. 18, issue 2

Abstract: Agricultural producers diversify their operations to reduce vulnerabilities to market and weather fluctuations. Agriculture producers in New Mexico often search for profitable, water efficient alternative crops and have shown interest in jujube fruit. A sensory evaluation determined consumer preferences of dried jujube based solely on the shape of the sample. An ordered probit regression model analyzed the data to determine the willingness to purchase. The analysis showed more than half of the participants were overall likely to purchase and had a clear preference for the circular shaped sample jujube fruit. This evidence supports jujube as a successful alternative crop.

Keywords: Crop Production/Industries; Marketing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/308123/files/ShapeInfluenceonConsumers.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:weecfo:308123

DOI: 10.22004/ag.econ.308123

Access Statistics for this article

More articles in Western Economics Forum from Western Agricultural Economics Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().