Regional differences in consumer potato-purchasing decision in the eastern United States

This study investigates and compares factors that influence the potato-purchasing decision among consumers in two different regions of the eastern United States. Previous studies have focused on identifying only the physical attributes and culinary characteristics of potatoes that consumers prefer. This study was done to gain a detailed understanding of consumers’ potato-purchasing decision based on visual presentation of the type of potato along with the message attributes presented on the bag label. These attributes include product origin, brand labeling, product guarantee, and price. In-person surveys were conducted in two eastern U.S. market areas separately in 1997 and 1998. The results indicate that potato choices and the factors that affect those choices differ significantly between consumers in different regions. In particular, potato origin plays a key role in consumer purchase decisions and varies from one region to another. Differences in the effect of price on potato purchase also vary between regions.