A Demand System Analysis of Marketing Strategies for Apples and Pears in the Conventional Supermarket Environment Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/5h73q1935

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  • This research examines how marketing strategies of produce managers affectconsumer expenditures for fresh apples and pears. The objective of this study is todetermine how display size, point-of-purchase material, product origin, productinformation and display placement impact consumer expenditures for fresh applesand pears. These variables were incorporated into a non-linear Almost Ideal DemandSystem with share equations for Gala, Fuji, Red Delicious, Other Sweet Apples, TartApples, and Pears. Forty-four weeks of data on weekly store sales were collectedfrom two grocery stores in the Portland, Oregon metropolitan area. Share influencesand elasticities are provided for price inputs and for other variables whereappropriate. Product origin, e.g. state and national, influenced consumers'expenditures for Red Delicious apples and pears; it was insignificant in other shareequations. Product information, e.g. tart or sweet, only influenced expenditures onapple varieties that are less familiar to the consumer. The size of point-of-purchasematerial had a significant effect on expenditures as did display sizes to a lesser extent.This research provided valuable information to produce managers and apple and pearproducers on factors that influence consumers' expenditures at the retail level.
  • This research examines how marketing strategies of produce managers affectconsumer expenditures for fresh apples and pears. The objective of this study is todetermine how display size
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