Utilizing an original and extended data set containing information on annual wages, demographic and personal characteristics, we examine gender differences in the wages of the graduates of the agribusiness department. The regression analysis suggests that after controlling for the main...

The use of simulated test-marketing technology and concept exposure for a branded and priced milk product shows that consumers had similar purchase interest for the full-priced product and the product offered at a 25-percent discount when they were told that the reason for the discount was that...

This research shows that differences exist in careers and salaries based on gender for the graduates of the California Polytechnic State University Agribusiness Department, although the graduates acquire the same education level. This research is based on data that was collected through the use...

A consumer survey was used to identify the proportion of consumers who shop for produce at farmers' markets. A profile of the target market was developed. Characteristics of produce which are most desirable to consumers when making their purchase decision were identified. Consumers' perceptions...

This research shows that the wine market in the United States is segmented. The demographics and wine consumption behavior of the California wine consumer differs from the national consumer. The data examined here show that the California wine consumer can be further segmented into heavy spender...

Purpose Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of...

This research discusses the use of social norms marketing to improve responsible drinking among college students. It was observed in each year of research that students studied overestimated their peers’ drinking practices. During the social norms marketing campaign decreases were...