CONSUMER TASTES, PREFERENCES, AND BEHAVIOR IN PURCHASING FRESH TOMATOES

Face-to-face interviews of produce customers at Kings Super Markets in New Jersey yielded data on consumers' tastes and preferences, quantit ies purchased, and prices paid for fresh tomatoes (Lycopersicon escule ntum Mill.). Purchase behavior indicated that during the local season, consumers preferred tomatoes grown in New Jersey to tomatoes from oth er origins. Data were fitted to demand equations to determine the fact ors affecting demand for fresh tomatoes. Tomato origin significantly i nfluenced consumer purchases. Consumer perceptions of product characte ristics such as color, freshness, nutrition, and appearance do not app ear to significantly influence tomato purchase patterns. However, pric es of the tomatoes or substitutes and income were important determinan ts of quantity purchased of both New Jersey grown and other tomatoes. New Jersey grown tomatoes were generally perceived to be of superior q uality.