For most grocery stores, external quality standards require that premium mandarins be orange, unblemished, and large. Thus, for consumers to differentiate among the premium mandarins on any dimension other than price, additional positioning attributes must be evaluated. This study considered consumer preferences for price ($2.18/kg, $4.39/kg, or $15.41/kg), packaging (1.36 kg of loose fruit, 1.36-kg bag, 2.27-kg box, or 0.23-kg clamshell with peeled fruit sections), type of mandarin (clementine, satsuma, tangerine), shelf life from the day of purchase (3, 14, or 31 days), and vitamin C content (with or without a label stating high in vitamin C). A conjoint survey was conducted in four grocery stores located in Birmingham and Montgomery, Ala. In total, 289 respondents used a 7-point intention-to-buy scale to rate photographs of 16 product profiles. Six market segments were identified, based on maximal similarity of preferences within each segment and maximal differences between segments. A simulation was conducted of the effect that an introduction of peeled-and-sectioned satsumas would have on the market share and gross revenue of other mandarins. This product showed great potential, but should be offered in a product mix that includes the loose form as well. Labeling for vitamin C was preferred by all segments, but did not contribute much to the intention-to-buy rating. Awareness and recognition of satsumas needs to be addressed in promotional campaigns. The longest shelf life was the first choice of almost half the respondents.
Benjamin L. Campbell, Robert G. Nelson, Robert C. Ebel and William A. Dozier
Robert G. Nelson, Benjamin L. Campbell, Robert C. Ebel and William A. Dozier Jr.
This article reviews the results of 5 years of marketing research on Alabama satsumas and makes recommendations for future progress. Although there are only 28 ha of satsuma orchards in production in Alabama at this time, there are a number of encouraging developments that suggest considerable potential for expanding the industry such as microsprinkler freeze protection, new early-maturing and cold-tolerant varieties, contract sales through the Farm-to-School Program, and rising demand for premium mandarins. Prospects for the industry marketing effort are considered from the perspectives of analyzing marketing opportunities, identifying market segments, selecting attractive target markets, designing marketing strategies, planning marketing programs, and managing the continuing marketing effort. A number of distinct consumer segments have been identified, including one that prefers fruit that is still slightly green and another that prefers a longer shelf life. A peeled-and-sectioned product also appears to have considerable market potential. Name recognition is still a problem as is insipid flavor from fruit that is marketed beyond its optimal ripeness. Needs for the future are detailed and include the needs of the commodity (freeze protection and expanded acreage), the needs of the market (consistency and quality), the needs of the product (quality standards and consumer awareness), the need for and the needs of a brand (recognition and equity potential), the needs of an organization (cooperation and leadership), and the needs of the industry (processes for building equity, forestalling competition, reducing supply shocks, and attracting investment).
Christopher A. Frank, Robert G. Nelson, Eric H. Simonne, Bridget K. Behe and Amarat H. Simonne
Most bell peppers (Capsicum annuum L.) produced and consumed are green. However, yellow, red, orange, white, black, and purple bell peppers are also available. While bell pepper consumption in the United States has been increasing in the past 10 years, limited information is available on how their color, retail price, and vitamin C content influence consumer preferences. A conjoint analysis of 435 consumer responses showed that, for the total sample, color was about three times more important than retail price in shaping consumers' purchase decisions, while vitamin C content was nearly irrelevant. Six distinct consumer segments were identified through cluster analysis. Four segments favored green peppers, while one segment favored yellow and one favored brown. Demographic variables generally were not good predictors of segment membership, but several behavioral variables, such as past bell pepper purchases, were significantly related to segment membership. While green is generally the preferred color, market segments exist for orange, red, yellow, and even brown peppers. Applications to marketing strategies suggested that price sensitivity could explain why green peppers were priced individually, but those of other colors were priced by weight, and that promotion of increased vitamin C content would be most effective if associated specifically with yellow and orange peppers.
Benjamin L. Campbell, Robert G. Nelson, Robert C. Ebel, William A. Dozier, John L. Adrian and Brandon R. Hockema
Satsuma mandarins (Citrus unshiu) have been produced intermittently along the Gulf Coast for over a century. However, very little is known about the market potential for this citrus fruit in today's consumer markets. This study evaluated consumer preferences for seven external attributes over a range of levels: price ($1.07, $2.18, or $4.39/kg), color (green-yellow, yellow-orange, or orange), size (5.08, 6.35, or 7.62 cm in diameter), seediness (0, 3, or 7 seeds), blemishes (0, 1.91, or 3 cm in diameter), production region label (Alabama or U.S.A.), and organic production (yes or no). Consumers from grocery stores in nine cities in Alabama and Georgia were asked to evaluate 20 photographs of various combinations of these attribute levels using a seven-point intention-to-buy scale. 605 useable surveys were collected and a conjoint analysis was conducted to determine the strength of preference for the attribute levels and the relative importance for attributes. Three consumer segments were identified by cluster analysis of strengths of preferences: the no-blemish segment (37% of sample), the price-sensitive segment (23% of sample), and the no-seeds segment (41% of sample). A multinomial logit analysis identified several demographic, socioeconomic, and usage variables as significant determinants of segment membership.
Brad G. Howlett, Samantha F.J. Read, Maryam Alavi, Brian T. Cutting, Warrick R. Nelson, Robert M. Goodwin, Sarah Cross, Trevor G. Thorp and David E. Pattemore
Macadamia is partially self-incompatible and cross-pollination is considered important to improve yields. However, questions remain regarding the importance of self- vs. cross-pollination, and subsequently whether managed pollinators are useful in commercial orchards. Pollinators play a key role in cross-pollination, but for self-pollination, the protandrous florets might also benefit from the movement of potentially more viable self-pollen among florets, racemes, and trees through pollinator movement. There is also a lack of information on pollination deficits throughout orchards and whether by increasing the intensity of cross-pollination, final nut yield is limited by within-tree resource allocation. Using caged and bagged racemes on three cultivars, we found strong evidence for self-pollination, but no evidence that hand moving self-pollen within racemes, between racemes, or between trees improved final nut set. In all cases, hand cross-pollinated racemes yielded significantly more nuts. Hand cross-pollinated racemes also produced significantly more developed nuts than open-pollinated racemes (all racemes were exposed to pollinators). However, by increasing the intensity of hand cross-pollination per tree, we showed that resource allocation probably overinflates these measures of pollination deficit in macadamia. Despite this, our findings point to an opportunity to increase yields through additional cross-pollination, as high-intensity hand cross-pollination of flowering racemes within trees still resulted in increased nut set. Although self-pollination can occur in macadamia, to optimize yield potential, strategies to maximize cross-pollination should be adopted.