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The Development of a Quality Scale to Measure the Impact of Quality on Supermarket Fruit Demand

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  • Durham, Catherine A.
  • McFetridge, Marc V.
  • Johnson, Aaron J.

Abstract

This research examines how fluctuations in quality affect consumer expenditures for fresh fruit at the retail level. This paper examines how consumers' purchasing behaviors react to changes in fresh fruit quality by quantifying quality characteristics based on weekly observations. A four-point scale was created and used to quantify four different quality characteristics: bruising, markings, brilliance, and maturity. A non-linear Almost Ideal Demand System was used to model the share equations for Gala apples, Fuji apples, Red Delicious apples, other sweet apples, tart apples, pears, bananas, and oranges. Seventy-nine weeks of data on weekly store sales were collected from two grocery stores in the Portland, Oregon metropolitan area. Results from the quality measures are provided and discussed. Suggestions are made for modifications to the quality measures to improve the modeling results of future fruit-demand studies.

Suggested Citation

  • Durham, Catherine A. & McFetridge, Marc V. & Johnson, Aaron J., 2005. "The Development of a Quality Scale to Measure the Impact of Quality on Supermarket Fruit Demand," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-6, March.
    • Handle: RePEc:ags:jlofdr:26736
    DOI: 10.22004/ag.econ.26736
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    References listed on IDEAS

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    1. Schaffner, David J., 2002. "United States Produce Markets In Transition- Today And Tomorrow," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(2), pages 1-6, July.
    2. Ricks, Donald J. & Sterns, James A. & Woods, Timothy A., 2002. "Customer Preferences For Michigan Apples: A Case Example Of A Market Research Program For A Commodity Industry," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-11, March.
    3. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
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    Cited by:

    1. McFetridge, Marc V. & Durham, Catherine A. & Johnson, Aaron J., 2006. "The Impact of Feature Flier Characteristics on Supermarket Fruit Demand," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(1), pages 1-2, March.
    2. Durham, Catherine A. & Johnson, Aaron J. & McFetridge, Marc V., 2007. "Marketing-Management Impacts on Produce Sales," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(2), pages 1-17, July.
    3. Gallardo, Rosa Karina & Kupferman, Eugene M. & Beaudry, Randolph M. & Blankenship, Sylvia M. & Mitcham, Elizabeth J. & Watkins, Christopher B., 2011. "Market Quality of Pacific Northwest Pears," Journal of Food Distribution Research, Food Distribution Research Society, vol. 42(2), pages 1-11, July.

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