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Consumer Preferences for Cluster Raisins: A Focus Group Investigation

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Listed:
  • Phillips, Jon C.
  • Matt, Garrett R.
  • Drukin, April
  • Campeau-McAllister, Kimberly
  • Campeau-McAllister, Nicole
  • Solis, Marco
  • Gipson, Tenisha

Abstract

The U.S. raisin industry has experienced a decline in acreage and in number of growers in recent years. One firm is trying a novel approach to marketing raisins, namely, by marketing them still attached to the vine. This product is called cluster raisins. In order to explore consumer preferences related to cluster raisins, and to generate new product ideas and preferred marketing methods, two focus group interviews were implemented. Findings included that a young (i.e., 18 - 25 years) market segment would be a recommended target market. Also included are recommendations regarding price, packaging, and methods of increasing consumer awareness. Recommended marketing channels include specialty markets (e.g., Trader Joe's or Whole Foods) and gift baskets.

Suggested Citation

  • Phillips, Jon C. & Matt, Garrett R. & Drukin, April & Campeau-McAllister, Kimberly & Campeau-McAllister, Nicole & Solis, Marco & Gipson, Tenisha, 2006. "Consumer Preferences for Cluster Raisins: A Focus Group Investigation," Research Reports 7425, California State Polytechnic University, Pomona, Center for Food Marketing and Agribusiness Solutions.
    • Handle: RePEc:ags:cscerr:7425
    DOI: 10.22004/ag.econ.7425
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    References listed on IDEAS

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    1. Drukin, April & Francesco, Mary Kate & Phillips, Jon C. & Binns, Julie, 2005. "An Examination of the Competitive Advantages of the Raisin Industries in California and Turkey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-2, March.
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      Marketing;

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