rizona State University in collaboration with researchers from Aarhus University, Denmark, will facilitate increased sales of Medjool dates by developing target-oriented marketing activities based on identifiable segments of Medjool date consumers. Over the past four years, the gross production of Medjool dates has approximately doubled in Arizona, with the growing region increasing to over 3,000 harvested acres in 2014. As the supply of Medjool dates increases, consumer demand needs to increase correspondingly. The goal of this project is to create marketing and communication strategies that specifically target existing and potential customers of Arizona-grown Medjool dates. Employing latent class analysis to analyze consumer choices reveals the characteristics of specific consumer segments which will then enable marketers to better understand shoppers and create consumer-oriented marketing strategies to more effectively communicate benefits of Medjool dates to specific consumer segments. In addition, a cross-category pricing task will be conducted to elicit consumers demand curve for Medjool dates in reference to a key competitive product, such as almonds. For the analysis, we will draw on a national consumer study comprising 3,000 participants. The models and related findings will be shared with Arizona specialty crop growers. Success will be measured in terms of insight, interest and implementation.
|Effective start/end date||11/1/16 → 9/30/18|
- USDA: Agricultural Marketing Service (AMS): $40,664.00