Testing the Potential Benefits of Brands in Horticultural Products: The Case of Oranges

Amir Heiman*, Eliezer E. Goldschmidt

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

The share of brand-name fruit and vegetables is much lower than that for general foods or processed industrial foods. The paper analyzes consumers' choice between generic and brand-name products and shows that consumers' preferences for horticultural brands increase with their appreciation of quality and with a low quality of the generic products, and that brand preferences are affected by socio-economic variables. The theoretical findings are supported by an orange (Citrus sinensis) consumer survey held in the UK and Israel. We found that in both countries consumers assign a relatively low value to orange brands. Consumers who are willing to pay for better quality are those who perceive brands as more important.

Original languageAmerican English
Pages (from-to)136-140
Number of pages5
JournalHortTechnology
Volume14
Issue number1
DOIs
StatePublished - 2004

Keywords

  • Citrus sinensis
  • Consumer preferences
  • Quality

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