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EVALUATING THE POTENTIAL FOR LOCAL FOOD PRODUCTS IN HISPANIC MARKETS

Samuel Cardona Martinez and Paul M. Patterson

No 20372, 2004 Annual meeting, August 1-4, Denver, CO from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including the fastest growing group-Hispanic consumers. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country of origin information alone.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea04:20372

DOI: 10.22004/ag.econ.20372

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