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| Govindasamy, Ramu; Pingali, Aruna; Italia, John; Thatch, Daymon W.. |
| The Jersey Fresh Program is a leading example of state sponsored agricultural promotion. The program attempts to create consumer awareness through billboards, radio and television advertising, special promotions, and distribution of attractive point-of-purchase materials. This study empirically evaluates the effectiveness of the Jersey Fresh Program in terms of the impact the promotional logos have on consumers. This report includes a descriptive and logit analysis performed to predict the likelihood of consumers patronizing Jersey Fresh produce given certain behavioral and demographic characteristics. Participants exhibited a clear preference for Jersey Fresh produce and indicated that they believed it to be better than other produce in terms of quality... |
| Tipo: Report |
Palavras-chave: Consumer/Household Economics; Marketing. |
| Ano: 1998 |
URL: http://purl.umn.edu/36730 |
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| Govindasamy, Ramu; Pingali, Aruna; Italia, John; Thatch, Daymon W.. |
| Jersey Fresh retailers and wholesalers feel that the logos are effective in increasing sales. Most feel that the popularity of the logo among the consumers is moderate. The results of this study indicate that the promotional aspect of the program was more popular among all the participant groups than the quality control aspect. The mail surveys indicated that a greater number of participants were aware of and were using the promotional logo than the quality grading logo. Only a fifth of the wholesalers who were aware of the quality-grading program were enrolled in the program. The results also indicated that participants who thought that consumer awareness of the program was high were more likely to be enrolled. This study also illustrates that most... |
| Tipo: Report |
Palavras-chave: Agribusiness; Marketing. |
| Ano: 1998 |
URL: http://purl.umn.edu/36732 |
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| Govindasamy, Ramu; Pingali, Aruna; Italia, John; Thatch, Daymon W.. |
| New Jersey agricultural growers were surveyed to understand their willingness to patronize the Jersey Fresh promotional and quality grading program. Growers’ perceptions of the premium logo and their opinions of the quality grading aspect of the Jersey Fresh Program were collected. Possible causes for the fluctuating participation of farmers in the quality-grading program were also explored. The results of this study should provide valuable information that can be applied not only to expand the Jersey Fresh Program, but also in other states which have similar promotional programs. Specific objectives of this analysis were to examine the general attitudes of participating farmers towards the effectiveness of the Jersey Fresh Logos and to identify the... |
| Tipo: Report |
Palavras-chave: Agribusiness; Marketing. |
| Ano: 1998 |
URL: http://purl.umn.edu/36731 |
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