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Title: Fresh-Cut Melon - The Money Is in the Juice
Authors: Mayen, Carlos D.
Marshall, Maria I.
Lusk, Jayson L.
Keywords: conjoint
consumer preferences
JEL Codes: Q13
Issue Date: 2007-12
Abstract: Fruit is an important component of the food industry in the United States, and “fresh-cut” products are an increasing portion of that consumption. We found that packaging and juice content played a significant role in the choices Indiana consumers made when purchasing fresh-cut melon products. Brand was not as important as the other fresh-cut melon attributes. Indiana consumers had a clear dislike for cup-shaped transparent packages compared with tamper-proof, bowl, and squared packages. However, they were willing to pay a premium for packages that have no fruit juices on the bottom.
Institution/Association: Journal of Agricultural and Applied Economics>Volume 39, Number 03, December 2007
Total Pages: 13
From Page: 597
To Page: 609
Collections:Volume 39, Number 03, December 2007

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