@article{Havas:313091,
      recid = {313091},
      author = {Havas, Nick and Van Dress, Michael G. and Linstrom, Harold  R. and Kartolos, Pauline},
      title = {Consumer Acceptance of Florida Oranges With and Without  Color Added  },
      address = {1962-05},
      number = {2393-2021-2326},
      series = {Marketing Research Report No. 537},
      pages = {38},
      year = {1962},
      abstract = {Excerpts from the report:  This report compares sales of  Florida oranges with color added and those in their natural  state, and also examines consumer attitudes toward these  two products. The economic implications of offering  consumers natural-color Florida oranges only are appraised.   The study is part of a broad program of research to  provide information for marketing groups and farmers, and  to evaluate merchandising programs designed to expand the  demand for agricultural products and increase marketing   efficiency.  The objectives of this research were to:  (1)  Determine comparative consumer acceptance of color-added  and natural-color Florida oranges as reflected by sales  under normal retail operating conditions; (2) weigh the  opinions of homemakers who had purchased either color-added  or natural-color oranges; and (3) explore possible  limitations of the market for Florida oranges if they are  offered to consumers in natural color only.},
      url = {http://ageconsearch.umn.edu/record/313091},
      doi = {https://doi.org/10.22004/ag.econ.313091},
}