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Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies

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  • Campbell, Benjamin L.
  • Mhlanga, Saneliso
  • Lesschaeve, Isabelle

Abstract

Consumers in today's marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.

Suggested Citation

  • Campbell, Benjamin L. & Mhlanga, Saneliso & Lesschaeve, Isabelle, 2013. "Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies," Agricultural and Resource Economics Review, Cambridge University Press, vol. 42(3), pages 518-541, December.
    • Handle: RePEc:cup:agrerw:v:42:y:2013:i:03:p:518-541_00
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    Cited by:

    1. Berning, Joshua & Campbell, Benjamin L., 2021. "Market simulations of consumer preferences for the introduction of GM tomatoes," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(01).
    2. Benjamin L. Campbell & Saneliso Mhlanga & Isabelle Lesschaeve, 2016. "Market Dynamics Associated with Canadian Ethnic Vegetable Production," Agribusiness, John Wiley & Sons, Ltd., vol. 32(1), pages 64-78, January.
    3. Berning, Joshua & Campbell, Ben, 2017. "Consumer Preference and Market Simulations of Food and Non-Food GMO Introductions," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252733, Southern Agricultural Economics Association.

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