New study explores US consumers' willingness to pay for fresh-market grape attributes
A recent study examined U.S. consumers' preferences and willingness to pay for different attributes of fresh-market grapes, providing insights for growers, retailers and the fresh produce industry. The research evaluated how factors such as grape size, sweetness, seedlessness, color and production methods influence purchasing decisions. Findings reveal that certain attributes significantly affect…
A recent study published in HortScience explores U.S. consumers' willingness to pay for various attributes of fresh-market grapes, offering insights for growers, retailers, and the fresh produce industry. The research evaluates factors such as grape size, sweetness, seedlessness, color, and production methods that influence consumer purchasing decisions.
Key findings indicate that certain attributes significantly impact consumer buying behavior, guiding the industry in optimizing production, marketing, and pricing strategies to align with shopper expectations. The study, led by Dr. Melinda Knuth and Dr. Renee Threlfall, highlights the importance of quality, taste, and convenience in shaping purchase decisions and emphasizes the need for informed decision-making across the supply chain to meet the evolving expectations of American consumers.
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