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Market Segments in the Fresh Balaton Tart Cherry Market in Michigan

Author

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  • Lagoudakis, Angelos
  • Behe, Bridget
  • Malone, Trey

Abstract

While many studies have focused on consumer preferences for specialty crops, few have focused on tart cherries. This article uses data collected from 134 Michigan tart cherry consumers to identify potential market segments through consumers’ consumption frequency of fresh Balaton tart cherries. We use k-means cluster analysis to describe Balaton tart cherry market segments. Our analysis suggests that fresh and frozen tart cherry consumers do not commonly overlap and that fresh Balaton consumers are generally unique relative to other tart cherry consumers. Overall, this article provides a first step toward understanding consumer demographics for tart cherries.

Suggested Citation

  • Lagoudakis, Angelos & Behe, Bridget & Malone, Trey, 2019. "Market Segments in the Fresh Balaton Tart Cherry Market in Michigan," Staff Paper Series 287681, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    • Handle: RePEc:ags:midasp:287681
    DOI: 10.22004/ag.econ.287681
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    File URL: https://ageconsearch.umn.edu/record/287681/files/Malone%20-%20balaton_041219.pdf
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    File URL: https://libkey.io/10.22004/ag.econ.287681?utm_source=ideas
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    Cited by:

    1. Kilders, Valerie & Lineback, Caitlinn & Malone, Trey & Caputo, Vincenzina & McKendree, Melissa G.S., 2022. "The Tart Cherry Market and Purchasing Preferences in the United States," Staff Paper Series 317810, Michigan State University, Department of Agricultural, Food, and Resource Economics.

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    Keywords

    Consumer/Household Economics; Marketing;

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