Frozen Grapefruit Sections: Evaluating a New Product by Retail Sales Audit and Household Survey

Excerpts from the report: Citrus growers in Florida in recent years have been concerned over the generally unsatisfactory prices received for grapefruit. Efforts are being made to increase sales through expanding present markets and developing new markets. One of the important new markets being explored is that for canned frozen grapefruit sections. The major objectives of the market test for frozen grapefruit sections were (1) to assist the citrus industry in determining whether commercial processing of the product would be feasible from the standpoint of consumer acceptance and demand, (2) to determine whether the new product represented an addition to total market for grapefruit, or merely substituted for other grapefruit products, and (3) to measure the efficiency of the promotional activities employed in the test--newspaper, radio, and television advertising, and demonstration or sampling of the product in stores .