Marketing Recommendations for the Hawaii Banana Industry

Date
1989-05
Authors
Halloran, John M.
Nakamoto, Stuart T.
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University of Hawaii
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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.
Description
Keywords
bananas, agricultural industry, marketing strategies, Hawaii, consumer surveys
Citation
Halloran JM, Nakamoto ST. 1989. Marketing recommendations for the Hawaii banana industry. Honolulu (HI): University of Hawaii. 8 p. (Research Extension Series 106).
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8 pages
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