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Relative Importance of Factors Affecting Customer's Decisions to Buy Pick-Your-Own Versus Preharvested Fruit at North Carolina Farms

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  • Carpio, Carlos E.
  • Wohlgenant, Michael K.
  • Safley, Charles D.

Abstract

This study identifies the most important factors affecting customers’ decisions to buy pick-your-own versus prepicked strawberries and muscadine grapes at direct-market operations in North Carolina. The relative importance analysis identified the region of location of the operations and prices as the explanatory variable explaining most of the variation observed in the customer's decision to choose the type of fruit to purchase. The estimated price elasticities indicate that sales of each type of fruit are very sensitive to prices.

Suggested Citation

  • Carpio, Carlos E. & Wohlgenant, Michael K. & Safley, Charles D., 2008. "Relative Importance of Factors Affecting Customer's Decisions to Buy Pick-Your-Own Versus Preharvested Fruit at North Carolina Farms," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 40(3), pages 983-997, December.
    • Handle: RePEc:cup:jagaec:v:40:y:2008:i:03:p:983-997_00
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    1. McFadden, Daniel, 1974. "The measurement of urban travel demand," Journal of Public Economics, Elsevier, vol. 3(4), pages 303-328, November.
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    1. Zapata, Samuel D. & Isengildina-Massa, Olga & Carpio, Carlos E. & Lamie, R. David, 2016. "Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    2. Palma, Marco A. & Hall, Charles R. & Collart, Alba J., 2011. "Repeat Buying Behavior for Ornamental Plants: A Consumer Profile," Journal of Food Distribution Research, Food Distribution Research Society, vol. 42(2), pages 1-11, July.
    3. Zapata, Samuel D. & Carpio, Carlos E. & Isengildina-Massa, Olga & Lamie, R. David, 2013. "The Economic Impact of Services Provided by an Electronic Trade Platform: The Case of MarketMaker," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-20.
    4. Qifan Hu & Bing Xu, 2019. "Differential Game Analysis of Optimal Strategies and Cooperation in Omni-Channel Organic Agricultural Supply Chain," Sustainability, MDPI, vol. 11(3), pages 1-34, February.
    5. Qifan Hu & Qianyun Xu & Bing Xu, 2019. "Introducing of Online Channel and Management Strategy for Green Agri-food Supply Chain based on Pick-Your-Own Operations," IJERPH, MDPI, vol. 16(11), pages 1-25, June.

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