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Marketing Recommendations for the Hawaii Banana Industry

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Title: Marketing Recommendations for the Hawaii Banana Industry
Authors: Halloran, John M.
Nakamoto, Stuart T.
Keywords: bananas
agricultural industry
marketing strategies
consumer surveys
Issue Date: May 1989
Publisher: University of Hawaii
Citation: Halloran JM, Nakamoto ST. 1989. Marketing recommendations for the Hawaii banana industry. Honolulu (HI): University of Hawaii. 8 p. (Research Extension Series 106).
Series/Report no.: Research Extension Series
Abstract: Results of a consumer preference survey indicate the most important factor in the purchase of Hawaii-grown bananas is taste; for imported Central American bananas, the most important factor is price. Problems are consumers' misperceptions about Hawaii bananas, Central American imports, and apple bananas, and their ignorance of the advances in cultivation and handling of Hawaii bananas. Based on the survey results,recommendations are made in three areas for Hawaii growers who want to increase their market share:
1. Provide consistent and reliable quality by maintaining or developing first-rate cultural and handling practices.
2. Provide consistency and reliability of supply by influencing the key decision-makers in the market channel.
3. Provide consumer education and information.
Pages/Duration: 8 pages
ISSN: 0271-9916
Appears in Collections:Research Extension Series, 1980 - 1997

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