Consumer Preferences for Cluster Raisins: A Focus Group Investigation

The U.S. raisin industry has experienced a decline in acreage and in number of growers in recent years. One firm is trying a novel approach to marketing raisins, namely, by marketing them still attached to the vine. This product is called cluster raisins. In order to explore consumer preferences related to cluster raisins, and to generate new product ideas and preferred marketing methods, two focus group interviews were implemented. Findings included that a young (i.e., 18 - 25 years) market segment would be a recommended target market. Also included are recommendations regarding price, packaging, and methods of increasing consumer awareness. Recommended marketing channels include specialty markets (e.g., Trader Joe's or Whole Foods) and gift baskets.


Subject(s):
Issue Date:
2006
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/7425
Total Pages:
12
Series Statement:
Research Report
06-01




 Record created 2017-04-01, last modified 2017-04-01

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