Consumer Preferences for Fresh Citrus: Impacts of Demographic and Behavioral Characteristics

In the last twenty years, trends within fresh fruit consumption have shifted from consumption of fresh citrus to non-citrus fresh fruit. Within citrus, consumers are switching from the traditionally dominant fruit, oranges, to tangerines. Using survey results from three cities in the U.S. on consumer preferences for fresh citrus products, we demonstrate that freshness, flavor and appearance are the most important attributes of fresh citrus. Heterogeneous preferences exist among consumers and both demographic and behavioral variables have significant impacts on preferences. Results indicate there are no dominant best predictors of consumer preferences. However, it appears there is potential to develop specific marketing strategies based on demographics.


Editor(s):
Peter, Goldsmith
Issue Date:
Feb 15 2011
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/100769
Published in:
International Food and Agribusiness Management Review, Volume 14, Issue 1
Page range:
23-40
Total Pages:
17
JEL Codes:
Q13
Note:
www.ifama.org
Series Statement:
Volume 14
Issue 1




 Record created 2017-04-01, last modified 2017-11-17

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