Promotion options for the Queensland banana industry
1990
Whybrow, E. (Queensland Dept. of Primary Industries, Brisbane (Australia). Marketing Services Branch)
Customer perceptions (beliefs) about bananas, other fruit and other food were identified and relevant promotional messages developed. This was achieved by an exploratory personal interview survey and extensive telephone surveys in Sydney, Melbourne and Brisbane. These surveys also investigated important aspects of customer behaviour relating to activities (i.e. playing sport and physical exercise) which may be enhanced through consuming bananas and other fruit. The examination of buyers' perceptions of fruit, and therefore bananas, revealed that "it is fresh" and "it is healthy" are 2 important general beliefs about fruit. The most important positive perceptions about bananas were associated with the ease with which they can be eaten and their versatility. The most negative perceptions related to the variation of price during the year, the ease with which they can be "bruised" and the use of chemicals. Issues considered important by various parts of the marketing chain or industry, and not already covered by the research, were also discussed. These issues included reasons for dissatisfaction with bananas, the season in which consumers are more satisfied with bananas, and consumers' attitudes to the size of bananas.
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