ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
RETAIL MERCHANDISING TECHNIQUES FOR FRESH APPLES: IMPACTS AND IMPLICATIONS |
| Authors: | E.W. McLaughlin, M. Primo-Mandujano |
| Abstract:
Both growers and retailers require information regarding various retail techniques available to sell fresh fruits and vegetables in order to achieve proper marketing channel coordination. This paper reports the results of an experiment to test the impacts of four merchandising techniques on fresh apple sales. Data were collected over a four week period in eight electronic scanning supermarkets using a double crossover Latin Square design. Results indicate that sampling and couponing techniques far out performed point-of-sale and cross-merchandising methods. Implications of these results are developed for both growers and retailers. | |
Download Adobe Acrobat Reader (free software to read PDF files) | |
