Slicing, Dicing, Spicing, and Pricing: Factors Influencing Purchase and Consumption of Fresh Potatoes

Abstract

To better understand potential reasons for a North American decline in fresh potato consumption, a region-wide survey (n = 1009) was undertaken in eastern Canada. Results were examined comparing high- and low-frequency potato users on a variety of factors, including beliefs, attitudes, barriers, needs, and satisfaction with potatoes. Respondents indicated positive perceptions pertaining to potato nutrition, taste, preparation, and overall enjoyment. Multiple logistic regression analysis suggested two variables—age and the perceived importance of potatoes for the everyday meal—were strong predictors of high versus low frequency of potato consumption. Respondents judged the ability to see the potato in the package, potato firmness, and locally produced as point-of-purchase characteristics particularly important when buying fresh potatoes. However, respondents also indicated that their needs were not fully met and expressed relatively low levels of satisfaction when purchasing potatoes. Based on the results, suggestions are provided for improving the marketing of fresh potatoes.

Keywords:

• Choice tactics
• eastern Canada
• purchase decision
• satisfaction
• potato
• survey

Additional information

Funding

The authors gratefully acknowledge funding support from the Potato Innovation Network 2020 and the Nova Scotia Department of Agriculture, Agriculture Policy Framework–Renewal Chapter.