An Analysis of the Importance of Ripeness to Consumers in the United States When Making a Purchase Decision for Peaches, Plums, and Nectarines

An Analysis of the Importance of Ripeness to Consumers in the United

States When Making a Purchase Decision for Peaches, Plums, and

Nectarines

Marianne McGarry Wolf, Adam J. Martin and Tina Cagianut

Agribusiness

California Polytechnic State University

San Luis Obispo, California

USA

Keywords: Stone Fruit, Ripeness, Ripe Label, Peaches, Plums, Nectarines

Abstract

This research examines consumers’ purchasing behavior in the stone fruit

market. The most important factors that influence the decision to purchase peaches,

plums, and nectarines are: that the product is safe to eat, healthy, sweet, it looks

good, is a good value for the money, firmness, and ripeness. Consumers are

unfamiliar with brix, acidity, and pressure concerning stone fruit. Simulated test

marketing was used to expose consumers to peaches, plums, and nectarines with a

Tested Ripe Label. The label had a positive impact on purchase interest, fifty-four

percent of consumers indicated that they would probably or definitely purchase

more stone fruit with the tested ripe label. The consumers that indicated an increase

in purchase interest were profiled. These consumers find it more difficult to

determine ripeness of peaches, plums and nectarines. Those that would purchase

more stone fruit with a tested ripe label are more likely to purchase a different fruit

if the grocery store does not have their desired fruit or if it does not appear ripe.

Further, they are likely to purchase a higher quality stone fruit if it were more

expensive.

INTRODUCTION

Consumers are drawn to both appearance and merchandising of stone fruit.

According to Fresh Trends 2002, stone fruit purchasers would like to have the ability to

purchase fruit based on specific ripeness. Also, consumers perceive branded products as

safer, fresher and of higher quality than non-branded products. Some of the most frequent

consumer complaints heard in the retail produce department concern the inconsistent

quality of fruit available (Crisosto and Day, 1995). A frequent consumer complaint is that

the fruit available for retail sale is often dry and flavorless while another complaint

indicated fresh fruit supplied had inconsistent quality (Fresh Trends 2002). The two main

reasons for low consumption of stone fruits are post harvest internal breakdown of the

fruit (i.e. flesh mealiness, browning and lack of flavor) and fruit with hard consistency at

consumption (Crisosto, C. et al., 2000). Fruit appearance, color and price are the top three

attributes of fresh produce purchases; however, consumers are willing to pay more for

quality or value-added features (Fresh Trends, 2002). Consumers pick fruit based

primarily on outward appearance and have difficulty consistently judging and purchasing

products for maturity based on appearance alone (Fresh Trends 2002).

The California Tree Fruit Agreement found that consumers prefer peaches and

nectarines with a red color, that can be bred into the fruit. Also, Chris Fisher of agAccess,

a Davis, California-based consulting firm, suggests that consumers want peaches, plums,

and nectarines, but do not get a “uniform eating experience.” To boost consumer demand

the CTFA is incorporating new ripening protocols. This research examines consumers of

peaches, plums, and nectarines to determine satisfaction with stone fruit and the factors

affecting purchasing behavior. In addition, consumer reaction to a label that indicates fruit

ripeness is examined.

Proc. Int. Conf. Quality in Chains

Eds. Tijskens & Vollebregt 61

Acta Hort. 604, ISHS 2003