AN ANALYSIS OF THE IMPORTANCE OF RIPENESS TO CONSUMERS IN THE UNITED STATES WHEN MAKING A PURCHASE DECISION FOR PEACHES, PLUMS, AND NECTARINES

This research examines consumers’ purchasing behavior in the stone fruit market. The most important factors that influence the decision to purchase peaches, plums, and nectarines are: that the product is safe to eat, healthy, sweet, it looks good, is a good value for the money, firmness, and ripeness. Consumers are unfamiliar with brix, acidity, and pressure concerning stone fruit. Simulated test marketing was used to expose consumers to peaches, plums, and nectarines with a Tested Ripe Label. The label had a positive impact on purchase interest, fifty-four percent of consumers indicated that they would probably or definitely purchase more stone fruit with the tested ripe label. The consumers that indicated an increase in purchase interest were profiled. These consumers find it more difficult to determine ripeness of peaches, plums and nectarines. Those that would purchase more stone fruit with a tested ripe label are more likely to purchase a different fruit if the grocery store does not have their desired fruit or if it does not appear ripe. Further, they are likely to purchase a higher quality stone fruit if it were more expensive. INTRODUCTION Consumers are drawn to both appearance and merchandising of stone fruit. According to Fresh Trends 2002, stone fruit purchasers would like to have the ability to purchase fruit based on specific ripeness. Also, consumers perceive branded products as safer, fresher and of higher quality than non-branded products. Some of the most frequent consumer complaints heard in the retail produce department concern the inconsistent quality of fruit available (Crisosto and Day, 1995). A frequent consumer complaint is that the fruit available for retail sale is often dry and flavorless while another complaint indicated fresh fruit supplied had inconsistent quality (Fresh Trends 2002). The two main reasons for low consumption of stone fruits are post harvest internal breakdown of the fruit (i.e. flesh mealiness, browning and lack of flavor) and fruit with hard consistency at consumption (Crisosto, C. et al., 2000). Fruit appearance, color and price are the top three attributes of fresh produce purchases; however, consumers are willing to pay more for quality or value-added features (Fresh Trends, 2002). Consumers pick fruit based primarily on outward appearance and have difficulty consistently judging and purchasing products for maturity based on appearance alone (Fresh Trends 2002). The California Tree Fruit Agreement found that consumers prefer peaches and nectarines with a red color, that can be bred into the fruit. Also, Chris Fisher of agAccess, a Davis, California-based consulting firm, suggests that consumers want peaches, plums, and nectarines, but do not get a “uniform eating experience.” To boost consumer demand the CTFA is incorporating new ripening protocols. This research examines consumers of peaches, plums, and nectarines to determine satisfaction with stone fruit and the factors affecting purchasing behavior. In addition, consumer reaction to a label that indicates fruit ripeness is examined. Proc. Int. Conf. Quality in Chains Eds. Tijskens & Vollebregt Acta Hort. 604, ISHS 2003 62 METHODOLOGY This research uses simulated test marketing methodology to examine the impact of a Tested Ripe label on purchase interest for peaches, plums, and nectarines. Simulated test marketing research is a valid methodology that has been used by the marketing community since the 1960’s to forecast purchase interest in new products and new positioning for existing products. Simulated test marketing is a combination of mathematical modeling and a laboratory experiment. The laboratory experiment is used to simulate the purchase environment for consumers (Clancy et al. 1994). The factors that influence the purchase decision are examined in this research. Respondents rated twenty-one characteristics that describe peaches, plums, and nectarines on a five point desirability scale to examine the characteristics of peaches, plums, and nectarines that impact a consumer’s purchase decision. Means of the interval rating scale are used to evaluate the importance of the individual characteristics. The research uses a survey instrument and a concept exposure that were administered through the use of a personal interview of 291 randomly selected respondents at food stores in April 2002 in San Luis Obispo County, California. San Luis Obispo County was designated the best test market in the United States by Demographics Daily (Thomas, 2001). San Luis Obispo was found to be the best of 3,141 counties to represent a microcosm of the United States based on 33 statistical indicators. Therefore, it is expected that the sample of consumers from San Luis Obispo are a representative sample for consumers in the United States. RESULTS Simulated test marketing was used to expose consumers to peaches, plums, and nectarines with a Tested Ripe label. The label had a positive impact on purchase interest, fifty-four percent of consumers indicated that they would probably or definitely purchase more stone fruit with the tested ripe label. There were 158 consumers that indicated an increase in purchase interest with the Tested Ripe label and 133 that did not indicate an increase in purchase interest. Consumers likely to purchase more stone fruit with the tested ripe label are more likely to be single, in single income households, and employed full time than those who would not increase their purchases of stone fruit with the same label. Gender, age, education, presence of children in the household, and income do not impact the likelihood of purchasing more stone fruit with a tested ripe label. Category Behavior Consumers indicated that they purchase 20 pieces of stone fruit and spend approximately $13 on stone fruit in a typical month. Over half of consumers indicate that ripeness is extremely or very important when purchasing stone fruits. Table I shows that those that will increase their purchases with a label indicate that ripeness is more important than those that will not increase purchases with a label. Over two-thirds of consumers indicated that they were not familiar with brix, acidity, and pressure of stone fruits. Further, over a third of consumers indicated that it is at least somewhat difficult to determine the ripeness of stone fruits. Table II shows that the consumers that expect to increase purchases with a ripeness label are more likely to have difficulty determining ripeness. Although consumers indicate a difficulty in determining ripeness, Table III shows that 58% of all consumers are completely or very satisfied with the quality of peaches, plums, and nectarines when they are in season. When making a purchase, 62% of consumers always pick through the fruit and 32 % sometimes pick through the fruit. Only 6% indicated that they never pick through the fruit. Table IV shows that if a grocery store does not have the desired stone fruit, over a third of consumers will purchase a different fruit, a quarter of consumers will go to another grocery store, and almost a third will not purchase any fruit. Further, if the grocery store does not have the consumer’s desired stoned fruit that appears ripe, Table V shows that 43% will choose another fruit and over a third will go to another grocery store or not purchase any fruit. Table VI shows that approximately a third of consumers