Zoom Link: https://asu.zoom.us/j/81116400797

Drs. Grebitus and Hughner will present research to facilitate increased demand for Arizona-grown Medjool dates.

About

Over the last few years, the gross production of Medjool dates has approximately doubled in Arizona, with the Medjool date growing region increasing to over 7,500 harvested acres. As the supply of Medjool dates increases, consumer demand needs to increase correspondingly. The goal of the research was to identify consumers’ perceptions of Arizona-grown Medjool dates in order to facilitate target-oriented marketing activities. Using eye-tracking methodology, labels to which consumers attend when choosing Medjool dates were identified and measured. This sheds light on labeling characteristics that consumers find either pertinent or eye-catching when shopping. This insight leads to a better understanding of the information to which consumers attend, as well as the role of labeling information at the point of purchase. It also provides marketers with the capability to better understand shoppers and to create consumer-oriented packaging strategies to more effectively communicate the credence attributes of Medjool dates to specific consumer segments. Additionally, data from word association tests were analyzed to better understand consumers’ perceptions of dates, in general, and Arizona-grown Medjool dates, in particular. This analysis draws on two consumer surveys: a national online consumer study comprising 3,000 participants, and a consumer laboratory study comprising 118 participants.

More information

ASU Date Network: https://research.wpcarey.asu.edu/fab-lab/about/