Consumer Awareness of the Jersey Fresh Promotional Program
AbstractThe Jersey Fresh marketing program, one of the nation’s leading examples of state-sponsored agricultural marketing promotion, enables consumers to easily identify quality fresh produce from New Jersey by promoting locally grown fruits and vegetables in the market with Jersey Fresh’s logos. This study utilizes a consumer survey to evaluate the effectiveness of the Jersey Fresh Program in terms of the impact the promotional logos have on consumers. The results of this study provide valuable information that may be used to improve the Jersey Fresh Program, and also may be used in the promotion of other New Jersey farm products as well as products in other states which have similar promotional programs. Among other things, this study demonstrated that the Jersey Fresh promotional program has created significant brand awareness among New Jersey consumers and that consumers are willing to purchase Jersey Fresh produce when it’s available. Consumers reported seeing the Jersey Fresh logo most frequently on in-store produce displays. What’s more, women were more likely than men to be aware of Jersey Fresh, as were married people. Survey participants believed Jersey Fresh produce to be better than produce in other states in terms of quality and freshness. Moreover, consumers associate the Jersey Fresh logo with locally grown, quality produce. Suggestions that emerged from the study include increasing the availability of Jersey Fresh produce during the production seasons would ensure continued consumer patronage. Also, increasing promotions of Jersey Fresh produce in supermarkets may further increase the popularity of Jersey Fresh produce. The study showed that a vii majority of consumers were willing to pay only a small percentage premium for Jersey Fresh produce over the market prices for other fresh produce; therefore, significant price differentials are not recommended for Jersey Fresh produce. The results of this study lead to a better understanding of New Jersey consumers’ shopping behavior, their preferences towards local produce and their demographic composition. The results may be especially encouraging to those developing marketing strategies for Jersey Fresh produce or for other similar New Jersey consumer products.
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Bibliographic InfoPaper provided by Rutgers University, Department of Agricultural, Food and Resource Economics in its series P Series with number 36729.
Date of creation: 2005
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Consumer/Household Economics; Marketing;
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1998 Annual meeting, August 2-5, Salt Lake City, UT
20784, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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