IDEAS home Printed from https://ideas.repec.org/a/ags/auagre/126402.html
   My bibliography  Save this article

Marketing Fresh Fruits And Vegetables: Exploration Of Individual Product Characteristics And Their Relationship To Buyer's Attention To Price

Author

Listed:
  • Pearson, David

Abstract

The unique and somewhat problematic challenges of marketing fresh fruits and vegetables have received attention from a variety of perspectives in recent years. The role that price plays for consumer purchases of them is complex, and will depend on the buyer, product and situation. This article discusses the dimensions of individual product differences in terms of amount spent, whether purchased as a treat and whether the products are seasonal. These differences and their implications for buyer’s attention to price are investigated. The major implication arising from this research is that increased sales of fresh fruits and vegetables are likely to be achieved by keeping the price as low as possible for products for which buyer attention to price is high, that is, products that are treats and seasonal. Further, retailer profitability will be optimised if, in conjunction with the previous suggestion, higher gross margins are included for products where buyer attention to price is low, that is, staples and non-seasonal products.

Suggested Citation

  • Pearson, David, 2005. "Marketing Fresh Fruits And Vegetables: Exploration Of Individual Product Characteristics And Their Relationship To Buyer's Attention To Price," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 13.
  • Handle: RePEc:ags:auagre:126402
    DOI: 10.22004/ag.econ.126402
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/126402/files/Pearson2.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.22004/ag.econ.126402?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nicholas E. Piggott & Victor E. Wright, 1992. "From Consumer Choice Process To Aggregate Analysis: Marketing Insights For Models Of Meat Demand," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 36(3), pages 233-248, December.
    2. Yabsley, D. & Wright, V., 1994. "Sticky Labels on Fresh Fruit: Marketing Sense or Nonsense," 1994 Conference (38th), February 8-10, 1994, Wellington, New Zealand 148774, Australian Agricultural and Resource Economics Society.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pearson, David, 2003. "Australia Fresh fruits and vegetables: Why do so many of them remain unbranded?," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 11.
    2. Owen, Kate M. & Griffith, Garry R. & Wright, Vic, 2002. "One little Lebanese cucumber is not going to break the bank: Price in the choice of fresh fruits and vegetables," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 46(2), pages 1-23.
    3. Hailu, Getu & Goddard, Ellen W., 2010. "The changing egg demand in Canada: do advertising and health message contents matter?," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116427, European Association of Agricultural Economists.
    4. Halbrendt, Catherine K. & Pesek, John D., Jr. & Parsons, April & Lindner, Robert K., 1994. "Consumer Preference For Pst-Supplement Pork," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 38(2), pages 1-14, August.
    5. Farrell, Terence C., 2001. "Modelling Meat Quality Attributes," 2001 Conference (45th), January 23-25, 2001, Adelaide, Australia 125624, Australian Agricultural and Resource Economics Society.
    6. Rieger, Jorg & Kuhlgatz, Christian, 2015. "Analyzing Consumer Demand During a Food Scandal: The Case of Dioxin Contaminated Feed in Germany and the Media," 2015 Conference, August 9-14, 2015, Milan, Italy 212292, International Association of Agricultural Economists.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:auagre:126402. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: http://www.agrifood.info/review/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.