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Consumer Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh

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  • Govindasamy, Ramu
  • Pingali, Aruna
  • Italia, John
  • Thatch, Daymon W.
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    Abstract

    The Jersey Fresh Program is a leading example of state sponsored agricultural promotion. The program attempts to create consumer awareness through billboards, radio and television advertising, special promotions, and distribution of attractive point-of-purchase materials. This study empirically evaluates the effectiveness of the Jersey Fresh Program in terms of the impact the promotional logos have on consumers. This report includes a descriptive and logit analysis performed to predict the likelihood of consumers patronizing Jersey Fresh produce given certain behavioral and demographic characteristics. Participants exhibited a clear preference for Jersey Fresh produce and indicated that they believed it to be better than other produce in terms of quality and freshness. The study indicates that the Jersey Fresh Logo is perceived with a positive attitude among consumers. Awareness of Jersey Fresh was also found to be high among consumers and participants indicated that they would be willing to purchase Jersey Fresh produce if available. Produce displays in stores and television advertisements were most often cited to be the places in which the logos were seen. Consumers who frequently shop at direct marketing facilities such as farmers’ markets and roadside stands were more likely to be aware of Jersey Fresh, more likely to have bought Jersey Fresh labeled produce, and more willing to buy Jersey Fresh produce in the future. Consumers who read food advertisements in newspapers or brochures and who shop at more than one place in order to buy advertised specials, were more likely to be aware of Jersey Fresh than consumers who do not. Females, those who were over 35 years of age, and those had completed high school or higher levels of education were more likely to have purchased Jersey Fresh labeled produce. The results of this study may provide valuable information that can be applied not only to improve the Jersey Fresh Program but also in the promotion of other products of the state and in other states which have similar promotional programs.

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    Bibliographic Info

    Paper provided by Rutgers University, Department of Agricultural, Food and Resource Economics in its series P Series with number 36730.

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    Date of creation: 1998
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    Handle: RePEc:ags:rutdps:36730

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    Keywords: Consumer/Household Economics; Marketing;

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    1. Lopez, Rigoberto A. & Pagoulatos, Emilio & Polopolus, Leo C., 1989. "Constraints And Opportunities In Vegetable Trade," Journal of Food Distribution Research, Food Distribution Research Society, vol. 20(2), September.
    2. Peter Kennedy, 2003. "A Guide to Econometrics, 5th Edition," MIT Press Books, The MIT Press, edition 5, volume 1, number 026261183x, December.
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