The increase in the consumption of fresh blueberries represents both a challenge and an opportunity for producers and distributors. A recent study published in the Journal of the Agricultural and Applied Economics Association examined which quality descriptors can increase the likelihood of purchasing fresh blueberries, using a Basket-Based Choice Experiment (BBCE). This approach allowed the identification of key factors influencing consumer purchasing decisions.
The Importance of Label Descriptors
The study, conducted by Xueying Ma, R. Karina Gallardo, Elizabeth Canales, and Massimo Iorizzo, revealed that blueberries labeled with "Stay Fresh" showed a lower price elasticity compared to those with labels like "Crunchy" and "Sweety". This implies that consumers are less sensitive to price changes when the label suggests a longer shelf life, a particularly reassuring feature that prompts them to pay more for a product perceived as fresher and more durable.
Demographic and Behavioral Factors
In addition to quality descriptors, the research considered various demographic factors that influence the selection of blueberries. These include:
- Gender and Age: Preferences can vary significantly between men and women and among different age groups.
- Education and Occupation: The level of education and the profession of consumers can influence their awareness and sensitivity towards quality labels.
- Fitness and Health: Physically active and health-conscious individuals tend to prefer products with indications of freshness and nutritional benefits.
- Ethnicity and Region: Geographic and cultural origins affect consumption habits and food preferences.
- Perception of Nutritional Value: Those who attribute high nutritional value to blueberries are more likely to seek and purchase products with quality descriptors.
Effective Marketing Strategies
The study's results suggest that growers and retailers should focus on quality descriptors like "Stay Fresh" to reduce price sensitivity and increase sales. Additionally, understanding demographic preferences can help develop targeted marketing campaigns, enhancing the perceived value of blueberries and encouraging higher consumption. Key strategies include:
- Innovative Packaging: Using labels that highlight the freshness and longevity of the product.
- Targeted Communication: Creating advertising messages that resonate with different demographics, emphasizing the nutritional benefits and quality of blueberries.
- Promotions and Offers: Offering promotions that incentivize repeat purchases and build customer loyalty through discount programs and special offers.
Conclusions
The use of appropriate quality descriptors on fresh blueberry packaging can significantly impact consumer purchasing decisions. Labels like "Stay Fresh" can reassure consumers about the product's freshness, making them more willing to pay a premium price. Understanding the demographic and behavioral factors influencing consumer choices can help develop more effective marketing strategies, thus promoting the consumption of fresh blueberries and supporting market growth.
Source: the original article was published in the Journal of the Agricultural & Applied Economics Association by Xueying Ma and R. Karina Gallardo from Washington State University , Elizabeth Canales from Mississippi State University, and Massimo Iorizzo from North Carolina State University.
