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Bridget K. Behe, Benjamin L. Campbell, Charles R. Hall, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue

Markets are heterogeneous when consumers have different attitudes and preferences, and their behavior differs with respect to the purchase and use of products ( Kotler and Keller, 2006 ). Groups of like-minded or similar-behaving consumers can be

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Kaitlin A. Hopkins, Charles R. Hall, Michael A. Arnold, Marco A. Palma, Melinda Knuth, and Brent Pemberton

being developed, these new product introductions must resonate with potential consumers. To that end, we tested the overall preferences for R. columnifera flowers by performing a conjoint analysis using selected key product traits. These novel floral

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Chengyan Yue, Jennifer H. Dennis, Bridget K. Behe, Charles R. Hall, Benjamin L. Campbell, and Roberto G. Lopez

in the United States as a result of an emerging market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice ( Stewart, 2007 ). Researchers recently investigated consumer preferences for

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Marco A. Palma, Yu-Jen Chen, Charles Hall, David Bessler, and David Leatham

and consumer preferences for orchid attributes. Several independent garden centers in Hawaii who are also orchid growers were interested in gaining insights into consumer attitudes and preferences for orchids and orchid attributes in the Hawaiian

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Kari Hugie, Chengyan Yue, and Eric Watkins

Zajicek, 1998 ), but there have been no formal studies investigating consumer preferences for turfgrass attributes. For the use of non-traditional, low-input turfgrasses to be a successful strategy to reduce resource inputs in the urban landscape, the

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Francisco X. Aguilar, Mihaela M. Cernusca, and Michael A. Gold

situation represents a market opportunity for expansion of chestnut production in the United States that demands a better understanding of consumer preferences. Market knowledge is fundamental for the successful establishment of agroforestry enterprises

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Kathleen Kelley, Jeffrey Hyde, James Travis, and Robert Crassweller

evaluation is used by marketers to investigate consumer preference for new food products, helping to narrow potential market introductions to a manageable number. In addition to being subjected to other selection criteria, many commonly recognized cultivars

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Ruchen Zhou, Chengyan Yue, Shuoli Zhao, R. Karina Gallardo, Vicki McCracken, James J. Luby, and James R. McFerson

unable to identify properly handled peach fruit ( Uva et al., 2004 ). Mediocre and/or inconsistent quality might prevent consumers from purchasing fresh peaches regularly. Understanding consumer preferences for peach fruit quality attributes could provide

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Karen L.B. Gast and Charles W. Marr

Several new seedlees watermelon cultivars have recently been released or tested by seed companies. Their greatest asset is their seed-lessness. Melon quality, as determined by consumer acceptance may be a greater challenge.

A consumer preference survey was conducted to determine the acceptability of ten seedless cultivars and breeding lines. All cultivars were rated as acceptable and significant differences were found among the cultivars. Comments expressed by consumers indicated that the seedless melons were not as flavorful as seeded cultivars. No correlations were found between soluble solids and preference nor firmness and preference. Further investigation will be made as to whether the convenience and flavor are worth the greater cost of the seedless watermelon.

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Tyler Simons, Hanne Sivertsen, and Jean-Xavier Guinard

suggests that proper evaluation should use sensory panelists when possible. Past work with consumer preference mapping has helped to elucidate the important sensory attributes that drive liking for many foods and beverages ( Campbell et al., 2004