Consumer Preferences and Factors Affecting Consumer Purchases of Pomegranates
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Specialty crop production account for about 70% of Florida agriculture and is of great economic importance to the state. The farmers in Florida are facing competition from other US States and Mexico and this is pushing them to look for other specialty crops that can be grown in Florida and diversify their investment. Pomegranate is the specialty crop that farmers in Florida have expressed interest in the last years and currently farmers have started to experiment growing pomegranates in their farms. In this study we use a sample of data obtained from an online survey and the focus of our study is to analyze the consumers’ behavior and determine the factors that are significant in the consumption of the pomegranate. Besides preferences and tastes of consumers in the study we consider other factors such as health benefits due to the high nutritional value of pomegranates.