AN ANALYSIS OF CONSUMERS’ PURCHASING PATTERNS, PERCEPTIONS, AND EXPENDITURES ON FRESH TOMATOES IN NEW JERSEY

The objectives of this study were to investigate the factors that determine consumer demand for fresh tomatoes and to determine how consumers feel Jersey Fresh tomatoes compare to other tomatoes.

Almost 70 percent of the people surveyed preferred Jersey Fresh tomatoes over other tomatoes although only 50 percent actually purchased them.
The higher price of Jersey Fresh Premium tomatoes is not a major factor in the purchasing decision.
Results indicate that promotion of Jersey Fresh tomatoes focusing on the freshness and flavor of vine-ripened tomatoes seems to be a worthwhile and profitable endeavor.
Promotion should be in conjunction with improvements in the product’s quality and appearance.
A more attractive appearance will attract consumers who are not educated about the superior flavor of vine-ripened tomatoes.

Horticultural Economics and Marketing, XXIII IHC

Robin G. Brumfield, A. O. Adelaja

https://doi.org/10.17660/ActaHortic.1991.295.14