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Potato Marketing – Factors Affecting Organic and Conventional Potato Consumption Patterns

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Author Info

  • Yue, Chengyan
  • Grebitus, Carola
  • Bruhn, Maike
  • Jensen, Helen H.

Abstract

In producing potatoes the treatment for disease and pests could be more difficult and costly for organic producers than for conventional. Hence, consumers’ attitudes and willingness to pay for organic potatoes need to be considered in a grower’s choice of production technologies. A bivariate probit model and cluster analysis were applied to survey data to evaluate factors that influenced Germany consumers’ consumption patterns for conventional and organic potatoes. The results show that consumers associate organic potatoes with healthy ingredients, trustable origin and food safety. But a lack of varieties and inferior appearance of organic potatoes limit consumer interest in the organic products. With regard to socio-demographics, consumers with higher education level and with children in the household tend to consume organic potatoes more often than consumers with lower education and no children in the household. Cluster analysis results group potato consumers into three different market segments: “Trusting of industry”, “Health-oriented” and “Price-oriented” segments. These results suggest adopting different marketing strategies to promote fresh potatoes to the different market segments.

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Bibliographic Info

Paper provided by European Association of Agricultural Economists in its series 2008 International Congress, August 26-29, 2008, Ghent, Belgium with number 43948.

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Date of creation: 2008
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Handle: RePEc:ags:eaae08:43948

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Related research

Keywords: organic; potatoes; consumption patterns; Food Consumption/Nutrition/Food Safety; Marketing;

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Cited by:
  1. Lupin, Beatriz & Rodriguez, Elsa M., 2012. "Quality attributes and socio-demographic factors affecting channel choices," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126372, International Association of Agricultural Economists.

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