Recently there is much interest among horticultural producers concerning the marketing of organically- and locally- produced food. Here we developed a consumer survey that asked respondents to choose an applesauce product from a list of products differentiated by price and four attributes. The...

Fishbein's Theory of Reasoned Action models behavior as based on beliefs and evaluations on a small set of salient attributes. Two methods of reducing large sets of potentially salient attributes into a smaller set of salient attributes are proposed. The methods are based on expectancy valuation...

Using data collected from a major supermarket chain, a regression model is estimated to describe buyers' judgments of the profitability of new products. Results indicate how different variables influence these judgments. Implications of new product introductions for private firm strategies and...