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

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  • 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
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    References listed on IDEAS

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    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.
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