EVALUATING THE POTENTIAL FOR LOCAL FOOD PRODUCTS IN HISPANIC MARKETS

Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including the fastest growing group-Hispanic consumers. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country of origin information alone.


Subject(s):
Issue Date:
2004
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/20372
PURL Identifier:
http://purl.umn.edu/20372
Total Pages:
27
Series Statement:
Selected Paper




 Record created 2017-04-01, last modified 2020-10-28

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