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Consumer peach preferences and purchasing behavior: a mixed methods study.

Kathleen M Kelley1, Rachel Primrose2, Robert Crassweller1

  • 1The Pennsylvania State University, Department of Plant Science, 6 Tyson Building, University Park, PA, USA.

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|August 8, 2015
PubMed
Summary

Mid-Atlantic consumers show interest in value-added peach products and specific fresh peach traits. Marketing strategies can be tailored based on consumption frequency and demographics to boost peach sales.

Keywords:
acceptabilityflavormarketingquestionnairesegmentationsensory

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Area of Science:

  • Horticultural Science
  • Consumer Behavior
  • Food Science

Background:

  • Peaches (Prunus persica (L.) Stokes) are a significant crop in the USA, consumed fresh and processed.
  • Understanding consumer purchasing behaviors for fresh and processed peaches is crucial for market development.
  • Sensory attributes of peach cultivars influence consumer preference.

Purpose of the Study:

  • To investigate Mid-Atlantic consumers' purchasing behaviors for fresh and processed peaches.
  • To identify factors influencing peach purchases, such as packaging and nutritional information.
  • To assess consumer preferences for specific sensory characteristics (color, texture, flavor) of peach cultivars.

Main Methods:

  • An Internet survey was conducted to gather data on consumer purchasing habits and preferences.
  • Laboratory-based sensory testing evaluated consumer liking of four Mid-Atlantic peach cultivars.
  • Analysis focused on correlating consumer demographics and consumption frequency with purchasing behavior and sensory preferences.

Main Results:

  • Consumers expressed interest in various value-added peach products, sometimes exceeding reported purchasing behavior.
  • Preferences for fresh peach characteristics, like peel color, varied between frequent and infrequent consumers.
  • Most tested peach cultivars were generally liked, but significant differences in color, texture, sweetness, tartness, and flavor liking were observed among cultivars.

Conclusions:

  • Marketing strategies for peaches can be effectively developed by considering fresh consumption frequency and household demographics.
  • Consumer data can guide the selection of peach cultivars that align with market preferences.
  • Understanding sensory preferences is key to enhancing consumer appeal and marketability of peaches.