Govindasamy, Ramu Sullivan, Kevin Puduri, Venkata S. Schilling, Brian Brown, Logan
Abstract
The Jersey Fresh marketing program, one of the nationâs 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 Freshâs 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 itâs available. Consumers reported seeing the Jersey Fresh logo most frequently on in-store produce displays. Whatâs 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 consumersâ 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.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by Rutgers University, Department of Agricultural, Food and Resource Economics in its series P Series with number
36729.
References listed on IDEAS Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.: