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- Author or Editor: Howard Moskowitz x
In recent years, the new trend for local and organic produce has transformed the landscape of fruit and vegetable purchasing. To this effect, “local” and “organic” logos have become the norm in many retail outlets. To examine the effects of different “local” and “organic” logos on Canadian consumers, a consumer survey was used to identify preferences for various external attributes and to identify consumer segments within the buyers of both local and organic purchasers. Our results indicate that the “Foodland Ontario” logo has the largest effect on likelihood of purchase and also increases willingness to pay within the overall sample. Furthermore, there are gender, region, and income differences associated with the likelihood of purchase and willingness to pay given various logos. Through this study, three consumer segments were identified, “Confident in Produce Produced in Ontario,” “In Organic We Trust,” and “Socially Responsible Locavores,” each of which has their own preferences for external characteristics.
Despite production of the first domestically produced peach of the calendar year in the United States, the subtropical peach industry faces marketing challenges, particularly with small fruit size. Although important, size is only one aspect of fruit quality, and not inclusive of all possible fruit quality attributes. Thus, this research asked consumers to identify an “ideal” peach given a combination of possible peach fruit quality attributes to help determine their influence on consumer purchase. These attributes were verified with farmers’ market intercept studies. The top attributes that fostered purchase likelihood included flavor, texture, size, and firmness. Psychophysics studies showed that consumers preferred peaches that were sweet, juicy, round, with freestone or semifreestone characteristics, whereas consumers were less likely to purchase peaches with mealy, dry, or meaty textures. Young consumers (ages 18–24) preferred crisp, firm peaches with good flavor, whereas older consumers (ages 51–65) preferred sweet, melting-texture peaches. Farmers’ market intercept studies found consumers (ages 45–65) preferred melting-texture peaches with good flavor that led to increased overall liking. In addition, in the farmers’ market studies, aroma and flavor were important attributes and were highly correlated with overall liking. Objective measurements of total soluble solids (TSS) were not correlated with overall liking, indicating that although the nationwide experiment found consumers desired sweet peaches, other attributes may contribute more favorably to overall liking.
The IdeaMap® software suite and the concept of Mind Genomics® were used to analyze which features of a flower product are influential to consumer perception. By presenting online human subjects with combinations of elements that describe a flower product, a database was created to define how individuals perceive distinct components of an overall flower product. This study was conducted with two separate groups of participants, the first provided by a panelist fielding house and the second administered to an undergraduate introduction to plants and gardening class. The fielding house participants represented various demographic groups throughout the United States and the majority was 40 years of age and older. The undergraduate class participants consisted primarily of white, female students between the ages of 18 and 24 years. Each study participant was exposed to a permutation of flower-based elements derived from six categories: flower color, flower shape, consumer health and wellness, flower fragrance, flower purchase location, and flower use. The results of the two studies illustrated which elements of each flower category appealed to different demographics of the population and were used to identify segments of the population that possessed similar mindsets toward elements of interest and disinterest in regard to a flower product. In both the fielding house and student IdeaMap® studies, the highest and lowest interest values were for elements from the flower fragrance category, indicating that floral fragrance is an important aspect of flowers with respect to current and future consumer satisfaction. Three distinct segments were identified in each study with the segments being primarily concerned with elements involving olfaction, visual, and other attributes of a flower product.
Blueberries are a high-value fruit that has experienced extraordinary growth in consumption in the past decade. Maintaining this growing market requires an understanding of the current market and its potential for expansion. To assay the impact of 36 specific blueberry sensory and psychological traits on consumer interest, a blueberry fruit quality study was constructed using techniques that allow many features to be tested in an analysis by combining specifics from different categories that describe a product. Individual traits that most impact the likelihood of fruit purchase were identified. Sweet and intense blueberry flavor yielded the most positive purchase interest, whereas bad texture attributes such as seediness were the most detrimental to interest. It was also possible to define two interest segments within the survey population that shared similar responses to particular experimentally assayed traits. The larger segment of the sample population (61%) was most interested in the aspects of blueberry flavor, whereas the second segment of respondents (39%) was most influenced by health aspects commonly associated with blueberry fruit consumption. Both segments responded negatively to bad texture. This study suggests that breeders and producers should exploit genetic and environmental variables that contribute to improved blueberry flavor and that marketing strategies to sell blueberry cultivars of superior flavor may be appropriate.