Abstract: This study determines the attractive characteristics and consumer preferences of fresh tomatoes. Our focus group (n = 28 participants) explored how consumers view tomatoes, including their purchasing and eating habits. An alternatives analysis (ACBC) was then conducted to better understand consumers' tomato preferences. ACBC's Canoe Matters study (1,037 consumers in Raleigh, North Carolina) explored the importance of color, hardness, size, shell, texture, seed, seed content, flavor and health benefits. The most important characteristics of the tomato are its color, its juice when cut, its size and its beautiful seeds, which are red, hard, medium/small, crisp, fleshy, juicy, sweet and have few seeds. Consumers do not accept tomatoes because these products are different. Customer segmentation is done on the basis of utility model. External qualities are important in liking tomatoes, but many tomato consumers have specific preferences regarding juice, firmness, flavor, and the health benefits of clean drinking. Face-to-face interviews with producers in the UP market revealed information about consumer preferences and preferences, purchase volume and price of fresh tomatoes. During winter months, consumers prefer tomatoes grown in UP over tomatoes from other regions as part of the purchasing process. Analyze data using the demand equation to estimate the impact of demand for fresh tomatoes. The tomato's country of origin has a big impact on buyers. Consumers' approval of product quality (color, freshness, nutritional value, etc.) does not appear to have a significant impact on tomato purchases. However, the price of the tomato or the income from other sources is important in the purchasing decision.
Keywords: Marketshare, Marketing expense, Profit margin, efficiency in marketing.
Author: Suresh Gangwar and Nitin Barker
doi: https://doie.org/10.0726/AE.2024459709
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