Sandra Bastin

Consumer Acceptance and Willingness to Pay for Blueberry Products with Nonconventional Attributes

Consumer acceptance and willingness to pay for three nonconventional attributes associated with six processed blueberry products was examined through an in-store conjoint experiment survey. Both credence and experience attributes were considered, including whether the products were produced locally, and whether they were organic or sugar-free. The results indicate heterogeneity in consumer preference and willingness to pay for different attributes across product categories. Local products and organic formulations generally received positive willingness to pay across all products. This information has implications for blueberry growers and retailers who are trying to create and position value-added products for maximum revenue.

Assessing Consumer Willingness to Pay for Value-Added Blueberry Products Using a Payment Card Survey

This study offers insights on consumer acceptance and willingness to pay for three value-added blueberry products. A modified payment card approach was used. The analytical framework adopted allows the researcher to attach straightforward economic interpretation to the estimated impacts of willingness to pay factors. Results show consumer socio-economic characteristics are important determinants but play different roles depending on the products. Information on health benefits may also be important. However, it is found that outside information or consumer self-stated awareness of blueberries’ health benefits have different impacts. These impacts may function as substitutes rather than complements to each other.

Consumer cluster analysis and demand for blueberry jam attributes.

Using a recent in-store stated choice survey, this study examines consumer preference and willingness to pay for blueberry jam with quality attributes not commonly seen on the market. A cluster analysis is first adopted to classify consumers into different groups based on a large number of consumer characteristic variables. A spilt sample analysis is conducted under each cluster and results indicate that consumers behave differently in separate clusters and the derived economic values associated with each attribute also depend on cluster membership.

Options for the Economic Health of Farmers, Farmers Markets and Communities: Homebased Fruit and Vegetable Microprocessing

Kentucky passed farmer friendly legislation in 2003 allowing farmers to process value added food products in their home kitchens with the emphasis on community economic development and farm to table concepts. A unique partnership between the University of Kentucky Cooperative Extension Service, Kentucky Cabinet for Health Services, Kentucky Department of Agriculture, and Farm Bureau allows farmers to sell home canned foods from the farm, farmers market, or certified roadside stand. The value-added products must contain a fruit, vegetable, or nut grown by the Kentucky processor. Farmers processing low risk products simply register. Over 289 farms in Kentucky are selling items such as pumpkin bread, blueberry jam, and pear preserves. To produce low acid or acidified products, farmers must attend a workshop, have recipes approved by a process authority, develop a label, and make application for a fee. Over 200 farmers have been trained with 36 farmers producing diverse products such as salsa, pickled squash, and corn relish. These products allow farmers to add economic value to their raw produce, reduce waste, and use blemished but otherwise quality produce. Extending the selling season allows the opportunity to strengthen the farm to table link within the community. Without the large capital outlay of a permitted kitchen, farmers can also find which products may be successful for commercial market venues. Data indicates farmers are promoting these concepts within their communities by going beyond traditional marketing of fresh produce and participating in homebased microprocessing to promote value-added products

Analyzing the Demand for New Value-Added Product: Case of Pure Blueberry Sweetener

Analyzing the demand for a new product that is not on the market presents challenges as agricultural producers search for potential value-added products and develop marketing strategies for these products. This study examines the market potential for a new pure blueberry sweetener in Kentucky. The results from a contingent choice survey indicate that the average respondent was not willing to pay a significantly positive amount for the product. However, a small group of respondents, who can be identified by their overall blueberry purchasing intentions and age, was willing to pay a price higher than the products cost of production. Small and medium-size producers who are often limited by the financial and technical constraints associated with actual market trials of new products are likely to find that the type of marketing research described here is a particularly cost-effective method of getting information to assess market potential.