Marketing Specialty Crops: Analyzing Perception and Determinants of Date Fruit Purchase Likelihood

Abstract

While date fruits provide a good source of fiber, potassium, and antioxidants, demand for dates is lower than for other comparable fruits. Exploring consumers’ perceptions and purchase-related behavior of dates highlights how this tasty and nutritious product could be marketed more effectively. This study, surveying approximately 3,000 U.S. consumers of dried fruits, is the first to provide public findings on date marketing. Developing a conceptual framework, we identify shopping characteristics by accounting for e.g., product cues, socio-demographics, and shopping and consumption habits. Data on perception are analyzed using content analysis, and determinants of date purchase likelihood are investigated via probit models. Results show that consumers’ perceptions of dates are related to taste, texture, and health; consumers prefer the health properties and naturalness of dates. “Trusted Brand” and “Certified USDA Organic” are preferred packaging labels. Concerning usage patterns, consumers mainly use dates for snacking. Findings provide rich implications for successful date marketing.

Keywords:

• Arizona-grown
• date fruit
• Deglet Noor
• Medjool
• purchase likelihood

Acknowledgements

Funding for the Projects “Driving Demand for Arizona-Grown Medjool Dates,” “Target-Marketing for Medjool Date Consumer Segments” and “Perception of Arizona-Grown Medjool Dates” was made possible by the U.S. Department of Agriculture (USDA) Agricultural Marketing Service through grant #SCBGPFB15-24, #SCBGPFB16-07 and #SCBGP-FB18-05. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.