This research shows that the wine market in California is segmented by age. Wine consumption behavior differs between the generation X consumer and those that are not generation X. They purchase different types of wine at different locations. There are different attitudes toward wine between the...

A consumer survey was used to generate a demographic profile of the target market for value-added produce products compared to consumers who purchase bulk produce products. Those who purchase value-added produce products are more likely to be young, single, and without children than are those...

The research was conducted through the use of a telephone survey of produce retail buyers during a two-year period, May 1996 through May 1998. This research shows that retail buyers expect value-added produce sales to continue to increase and that they rate promotional vehicles, related to...

This research uses simulated test marketing methodology to examine the consumer purchase interest in organic grapes and price sensitivity. A profile of the target organic food purchaser is identified and consumer perceptions of organic grapes are compared to their perceptions of regular...

Utilizing an original data set, we use regression analysis to estimate the impact of various factors on the earnings and the gender wage gap of the agribusiness graduates. Findings indicate that factors such as education, experience, gender, job sector, status and specialty, etc., are important...

This research shows that the wine market in the California is segmented by age. The wine-consumption behavior of the California wine consumer differs between the Generation X consumer and those in Generation Y and Baby Boomers. There are differences in demographics, purchasing attitudes, and...

This study examines responses of 336 produce consumers in San Luis Obispo County, California, to compare the profile of farmersÂ’' market shoppers to those who do not shop at farmers'Â’ markets. The characteristics of produce sold in farmersÂ’' markets are compared to those sold at...

This research shows that approximately 29 percent of lettuce purchases in California expect to purchase an organically grown lettuce product in the future. Organic lettuce purchasers are more likely to be female, have a higher household income and a higher level of education. Consumers are...

This research examines the consumer profile and positioning for a new locally branded beef product. The research involves 413 beef consumers in California. The target consumers for the new locally branded beef product are approximately one-third of beef consumers in the local area. They are...