Consumer Preferences for Locally Produced Strawberries
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Consumers were surveyed to understand preference in an effort to stabilize acreage and market share in a minor strawberry production area. Preferred attributes were identified using conjoint analysis. Local product was highest in overall relative importance, followed by price, pesticide strategy, and container. Cluster analysis identified groups with similar demographics. For two groups, local product was 77 percent and 67 percent of relative importance; for another group, price was about 75 percent of importance; while the final group was balanced across three attributes. Alignment with consumer preferences and with strategies of local retailers and wholesalers lead to suggested tactics to support local product.