Does the Name Matter? Developing Markets for New Managed Apple Varieties
نویسندگان
چکیده
5 “Brands are largely absent among fresh produce items; however, one notable exception is the apple market in which varieties partially take the place of brands. We developed an experiment to examine how consumers respond to different varietal names for NY1 which is a new managed apple variety introduced by Cornell. We found the name is an important factor in determining consumer response and the amount they were willing to pay for NY1.” Does the Name Matter? Developing Markets for New Managed Apple Varieties
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