Stephanie R. Peavey

Factors affecting consumers’ choices among types of potatoes: A multinomial logit analysis

Potatoes are marketed by type (e.g., round white, russet, long white, red). A better understanding of the determinants of consumers’ choices among types of potatoes is crucial to the success of the industry’s marketing efforts in areas of product development, merchandising and advertising. This study identified three important factors corresponding to consumers’ potato purchasing decision — preparation method, the number of different ways consumers prepare the potatoes, and the age of the consumers. A multinomial logit model was used in the study.CompendioLa papa es comercializada por tipos (ej. blanca redonda, rojiza, blanca, larga, roja). Un mejor conocimiento de las determinantes de las preferencias de los consumidores por los tipos de papa es crucial para el éxito de los esfuerzos de comercialización industrial en zonas de desarrollo, mercadeo y publicidad del producto. Este estudio identificó tres importantes factores correspondientes a la decisión de compra de los consumidores — método de preparación, el número de diferentes maneras en que los consumidores preparan la papa y la edad de los consumidores. En el estudio se utilizó un modelo de análisis multinomial de la relación dosis/respuesta (“logit”).

Regional differences in consumer potato-purchasing decision in the eastern United States

This study investigates and compares factors that influence the potato-purchasing decision among consumers in two different regions of the eastern United States. Previous studies have focused on identifying only the physical attributes and culinary characteristics of potatoes that consumers prefer. This study was done to gain a detailed understanding of consumers’ potato-purchasing decision based on visual presentation of the type of potato along with the message attributes presented on the bag label. These attributes include product origin, brand labeling, product guarantee, and price.In-person surveys were conducted in two eastern U.S. market areas separately in 1997 and 1998. The results indicate that potato choices and the factors that affect those choices differ significantly between consumers in different regions. In particular, potato origin plays a key role in consumer purchase decisions and varies from one region to another. Differences in the effect of price on potato purchase also vary between regions.

A comparison of consumer satisfaction with the Sunrise, CS7635-4 and Norwis round white potato varieties

Previous market studies have shown that consumers are sensitive to differences in selected round white varieties, based on the performance of the varieties in everyday home use. This study compares survey responses from consumers who purchased one or more three round white varieties, Sunrise, CS7635-4 and Norwis, and tests for differences in consumer ratings of the potatoes. For each measure of satisfaction, the three varieties received similarly high ratings, indicating they are equally well-suited for tablestock marketing.CompendioEstudios previos de mercado, en base al comportamiento de las variedades usadas diariamente en el hogar, han demostrado que los consumidores son sensibles a las diferencias en variedades blancas y redondas seleccionadas. Este estudio compara las respuestas de los consumidores que adquieren una o más de tres variedades blancas y redondas, Sunrise, CS7635-4 y Norwis, y analiza las diferencias en las clasificaciones efectuadas por los consumidores. Para cada medida de satisfacción, las tres variedades recibieron clasificaciones altas similares, indicando que son por igual apropiadas para su comercialización como producto para la mesa.

An Analysis of Factors That Influence the Purchasing Decision for Fresh Potoatoes: A Study of Consumers in a New England Market

Consumer interviews were held in Springfield, Massachusetts to gather information about how certain product and pack attributes influence the selection of fresh potatoes in the supermarket. Respondents rated eight different factors in terms of their importance in the purchasing decision. Ordinal probit models were estimated to test for differences in ratings between distinct respondent groups. The results showed that potato appearance was the most influential factor. Potato size and type were other key considerations while price was only moderately important. Differences in ratings were related to variations in demographic characteristics of respondents, including gender, age and income.

Factors affecting consumer purchase decision for round white potatoes.

Potatoes are typically marketed by type, such as Russet or Round White, rather than by variety. However, sensory tests have shown that varieties with similar outward appearance have distinguishable internal and cooking characteristics. This study summarizes tests of consumer ability to differentiate visually similar round white potato varieties based on the performance of the potatoes in home use and examines how consumer satisfaction, purchasing habits and demographic variables influence the repurchase decision.CompendioLas papas son comercializadas normalmente por tipos tales como Russet o Redonda Blanca, más que como variedades. Sin embargo, pruebas sensorias han mostrado que las variedades con apariencia externa similar tienen caracterÍsticas internas y culinarias diferentes. Este estudio prueba la habilidad de los consumidores para distinguir visualmente las variedades similares de papa blanca redonda basándose en el comportamiento culinario de las papas y examina cómo la satisfacción de los consumidores, sus hábitos de compra y las variables demográficas influyen sobre las decisión de seguir comprando.