A Practical Guide to Market Assessment

Roy Justin Taylor and James A. Sterns

No 19302, 2005 Annual meeting, July 24-27, Providence, RI from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: The authors address the fundamental question, "How does one analyze the potential of a given product for a given market?" A review of the literature suggests that numerous authors have proposed a relatively consistent set of questions that need to be addressed, information sought and key issues to consider when conducting market assessments. The goal of this paper is to review this literature and assemble a set of references that provide insights on how to analyze the market potential of agricultural and food products. This process is of growing importance as U.S. agricultural producers and processors seek to market differentiated products, seek out direct marketing opportunities and focus on meeting consumer preferences for food product attributes.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 12
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea05:19302

DOI: 10.22004/ag.econ.19302

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