Hay: A Hedonic Study, Chester R. Broadbent

All Graduate Reports and Creative Projects, Fall 2023 to Present

Hedonic price theory posits that the price of a product is influenced by the values consumers assign to its individual attributes. Hay is a versatile commodity with variation across several attributes helping to cater to diverse needs of consumers. A detailed analysis using hedonic regression techniques within hay pricing can help producers, stakeholders, and educators more fully understand the marginal values consumers place on diverse hay attributes. Previous studies focused on limited scopes within the hay industry or other sectors, allowing room for broader investigation. This study examines qualitative attributes impacting hay pricing, revealing significant influences from factors like location, …

A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose …

Consumer Measures Of Local Food System Performance And Shopping Behavior Across Covid, Azita Varziri

Theses and Dissertations--Agricultural Economics

This dissertation consists of three essays: In the first essay, we utilize a Principal Component Analysis (PCA) to measure the residents’ perceptions of the local food system performance. Local food system (LFS) components are classified into related measures that may help explain the overall performance scores provided. LFS performance measures are explored across 15 different communities in the U.S. South. The second essay explores the awareness and performance differences toward farmers markets, including the markets themselves and the corresponding local food product quality, product diversity, and markets infrastructure across different age-range groups and community sizes in Southern states. Finally, in …

Characteristics Of Face-To-Face Communications In Agriculture Marketing And Customer Service, Ashlyn Ussery

Graduate Theses and Dissertations

As communication forms evolve, it is important for business leaders to not only follow the trends, but to be data-driven and make calculated decisions that are beneficial for their businesses. In this qualitative study, the researcher sought to describe how Arkansas Farm Bureau Federation used face-to-face and computer-mediated communication methods to communicate as an organization and the value their employees and members place on each communication method. Uses and Gratifications theory was used to guide this research and evaluate the results. This theory is unique in that it does not describe the effect media has on people, like many human …

Willingness-To-Pay For Halal And Branded Poultry In Northern Mozambique, Alison Creasey

Agricultural Education, Communications and Technology Undergraduate Honors Theses

While price typically drives consumers’ food purchasing decisions in low-income countries, religious attributes associated with food production and corporate branding could influence buying patterns. In Mozambique more than 46% of people were living below the poverty line of ($0.31 USD) per day in 2018. That being said, in the Nampula Province (the location of this study), which is the second poorest province in the country, over 25% of the population is Muslim and may be willing-to-pay (WTP) a premium for Halal meat products to uphold Islamic beliefs. Like many parts of sub-Saharan Africa, poultry is the fastest growing source of …

Analyzing Purchase Behavior For Domestic And Imported Dry Wines In The U.S. Market Using Panel Data, Nadica Koskarovska

Graduate Theses and Dissertations

The objective of this study is to explore wine purchase behavior in the United States market, including different off-premise channels using AC Nielsen panel data and wine prices and rankings from the Wine Enthusiast database of wine reviews. The purpose of this thesis is to identify factors that impact customer loyalty to retail wine brands. In so doing my goal is to provide information that can be used to improve marketing efforts of small wineries that are seeking to grow into mainstream retail formats. The results suggest that efforts to build brand equity will be more successful if the brand …

Two Essays On Food Environment, Nutrition, And Food Insecurity, Suliman Abdulaziz Almojel

Theses and Dissertations--Agricultural Economics

A healthy food environment is fundamental to good health. It contributes to the reduction of obesity and the development of healthy eating habits. In spite of this, many people in the United States (US) have been hypnotized to become obese due to the current food environment. Recently, the US has consistently ranked high in the world in terms of obesity. The rising rate is symptomatic of consuming unhealthy diets. Besides, the double-edged crisis of the US food environment and obesity poses a major threat to food security and public health. Therefore, studying the US food environment is important to sustain …

Cultivating Cooperatives: Benefits And Challenges Of Co-Ops And Recommendations For Maine’S Emerging Aquaculture Industries, Phoebe Walsh

All Theses And Dissertations

Two emerging Maine industries, kelp (Saccharina latissimi and Saccharina angustissima) and Atlantic sea scallop (Placopecten magellanicus) aquaculture, have enormous market, environmental, and social potential but are faced with challenges of small scale and limited operations, inadequate infrastructure, market visibility, and limited expertise. Because many industries, particularly the dairy industry, have benefited from the use of cooperatives (co-ops) to aggregate an extremely perishable product, quickly process and effectively market and distribute, this research explores the cooperative model as a potential tool for the nascent scallop and kelp industries. Aquaculture co-ops are new in Maine. The first, the …

Farm To Label: A Critique Of Consumer Activism In The Sustainable Food Movement, Olivia Whitener

Pomona Senior Theses

“Local,” “organic,” “natural,” and “Fairtrade” are just several of the many claims adorning the food products that line grocery store shelves. These promises of environmental sustainability and social responsibility are pillars of the “good food revolution” sweeping the nation as consumers demand alternatives to the products of the industrial food system. Green consumerism, the premise that consumer demand for environmentally sustainable goods will bring about ecologically beneficial outcomes, is at the heart of the sustainable food movement. This thesis takes a critical look at the operation of green consumerism in the food system. It explores the ideology and shortcomings of …

Consumer Preferences For Gm Food Labeling: A Market Segments Analysis, Colton Henderson

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Consumer demand for labeling information regarding the genetically modified (GM) content of foods has increased in recent years. This had led to a growing number of products labeled as non-GMO in the marketplace under a voluntary GM labeling program. However, many consumers support stricter regulation in the food industry via a mandatory labeling program for GM ingredients. Although considerable research exists documenting consumers’ willingness to pay to avoid GM foods, less in known about how two such labeling programs affect individual decision making in the marketplace. The goal of this project is to better understand how individuals value GM foods, …

New Product Launch – Syngenta, Kendra C. Legge

Agricultural Education and Communication

Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this …

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

Putting The Honey On The Table: A Business Plan To Create A Successful Part-Time Beekeeping Operation, Samuel L. Goll

Agricultural Economics and Agribusiness Undergraduate Honors Theses

The objective of this thesis was to use a survey targeted at different niche markets to gain insights about different honey bee products and thereby to provide information for their economic feasibility when produced on a small, local scale for retailers that support such producers and cater to such consumer demand. Since cost of production information about operating an apiary is widely available, the focus of this work was on gaining marketing knowledge. One of the aspects of the survey was to develop a better sense of what potential resellers of honey bee products considered locally-produced. Another objective was to …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

Buchanan Hollow Nut Company Rebranding And Research, Lindsay Robson

Agricultural Education and Communication

A marketing plan was designed for Buchanan Hollow Nut Company (BHNC) in the summer of 2016 to redesign the company brand. Additionally, the author conducted research to determine if the implementation of bar codes and scanning would improve internal efficiency.

Utilizing the company’s owner, and famous artist, Sharleen Robson, the author created a tasteful watercolor design to update the logo for BHNC. Furthermore, by contacting the current packaging company, Legend Packaging Group, the author received estimated costs for adding a bar code to each product. These barcodes were then printed and added to the processing boxes in the storage facility …

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

Legitimacy Of Local Food In The U.S. Market: Comparative Consumer Perspectives, Ali Asgari

Theses and Dissertations--Agricultural Economics

Measures of legitimacy have been described in terms of four legitimacy types, regulatory, normative, cognitive, and industry. This study provides one of the first and only empirical examinations of legitimacy, particularly with an application to local foods and sheds light on how consumers view various types of legitimacy related to local food. To apply the concept of legitimacy to local foods marketing, we take an empirical survey asking about consumer perspectives of local food, along with different shopping behavior questions.

Using cumulative logit models, results of the legitimacy models suggest that core consumers are more likely to place a high …

Home Cooking And Willingness To Pay: Local Blueberry Pancake, Muffin, And Banana Bread Mixes In A Take-And-Bake Experiment, Yves T. Ilunga

Theses and Dissertations--Agricultural Economics

This study explores measurable factors that influence consumer willingness to pay (WTP) for locally produced blueberry mixes: pancake mix, muffin mix and banana bread mix. The innovative aspect of this study is that the experiment took place at participants’ home. The post-preparation survey used a payment card approach to elicit WTP for each product tried as well as for the hypothetical third product not tried. A total of 101 out of 102 participants (99.01%) completed the process and returned the survey. Participants were instructed to prepare the products at home, sample the prepared product, and then evaluate the product and …

Economic Considerations Of Aggressively Treating The Influenza Virus In Equines, Charlotte R. Hansen

Theses and Dissertations--Agricultural Economics

The equine influenza virus is a significant cause of respiratory disease in horses. Even though horses generally recover from this virus, sometimes horses with equine influenza develop secondary bacterial infections which can cause severe pneumonia, thereby increasing recovery times. Owners and managers are faced with the decision of whether to delay preventative treatment in hopes of the horse avoids contracting a secondary bacterial infection (“wait and see”) or aggressively treat the horse with an antibiotic in hopes of avoiding a serious infection (“treat now”). From a decision making standpoint, the economic considerations include explicit treatment costs as well as nonmonetary …

Price Analysis Under Production Differentiation In Green Coffee Markets, Xi-Le Li

Theses and Dissertations--Agricultural Economics

To better understand the world green coffee market especially from the perspective of the coffee producing countries, I study three topics to overview and identify a puzzle: why growing differentiation of the coffee industry in final product markets has not been reflected in a similar pattern of differentiation to coffee farmers.

My first essay is a descriptive overview of the world coffee market, based on the framework and definition of competitiveness to understand both the demand and supply side of the coffee market. This paper then focuses on product differentiation as the source of competitiveness in the industry. Coffee as …

Evaluation Of Leafy Green Species Popular Among Ethnic Groups For Production And Markets In The Northeastern Usa, Ricardo A. Orellana

Doctoral Dissertations

ABSTRACT

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

Estado Del Arte Sobre Competitividad Asociativa Como Herramienta De Mercadeo Agropecuario, Andrés Felipe Ramírez Vidales

Administración de Agronegocios

No abstract provided.

The Impact Of Local On Meat Purchasing Decisions, Steven Mclennan

Master's Theses

The research examines the target market for a meat product produced by the local university. Further, desirable attributes of meat and how consumers definition of “locally produced and/or raised” are identified. A total of 290 personal interviews were completed in San Luis Obispo County, California on the consumers’ willingness to purchase Cal Poly meat. Likely purchasers are found to be 31 percent of the San Luis Obispo population. The target buyer of Cal poly meat products are both male and females, who tend to be older, and make more than $60,000 a year. Local is defined by 31 percent of …

Production, Marketing, And Handling Practices To Export Mcintosh Apples To Central American Markets, Mildred L. Alvarado Herrera

Doctoral Dissertations

Latin America offers a marketing opportunity for fresh produce, since many countries are entering into global integration and international trade as part of their portfolio of economic growth. However, to take full advantage of these opportunities, many questions associated with the implementation of marketing approaches, fresh produce quality retention, and profitability need be answered before undertaking this business opportunity. When it comes to developing countries such as those in Central America, and in particular - El Salvador, Honduras, and Guatemala - language, culture, technology, competitiveness, regulations, poverty, and other barriers become challenges to enter these markets successfully. In order to …

Sustainability: An Examination Of Trends In The Floral Industry, Emily Gaul

Recreation, Parks, and Tourism Administration

Sustainability in the floral industry is a constantly changing subject. As more products are created for florists to use in their designs, sustainability will evolve and be redefined. The purpose of this study was to examine the sustainable trends in growing, designing, and marketing within the floral industry. As seen in the companies analyzed, each business plan constitutes a different set of practices that are utilized for the benefit of that company. An applied best practices analysis was conducted on the floral industry’s trends in sustainability. In the floral industry, businesses are shifting away from importing and focusing on local …

The Effects Of Country Of Origin Image And Patriotism On Consumer Preference For Domestic Versus Imported Beef, Thong Meas

Theses and Dissertations--Agricultural Economics

Country of origin (COO) effect is a well-researched topic in the international marketing literature. It is well recognized that consumers are biased against imports, due to consumer ethnocentrism or patriotism tendency. However, the research on COO effects also suggests that consumers form certain image of origin countries (COO image) and favorable image, be it associated with the countries, their people, or general product quality, improves the evaluation and acceptance of foreign imports.

The publications related to COO effects which focus on consumer durables are abundant. However, the contrasting COO effects on food products are much less investigated. This study surveys …

Implementing Green Roofs On Movie Theaters And Shopping Centers: Business Cases In Profitable Sustainability, Ryan J. Miller

Pomona Senior Theses

This thesis presents the business case for installing green roofs on movie theaters and shopping centers. These businesses can then derive increased profits from the environmental benefits of reduced energy use and increased stormwater retention. After presenting the basic design and benefits of a green roof, the thesis develops stand-alone business plans for a movie theater and shopping center. The author finds that green roofs are a profitable sustainability solution for the commercial enterprise.

The History Of Trial Gardens, Hallie Schmidt

Horticulture and Crop Science

Essay explores the history of home gardening and seed industry in America and the conditions that led to the development of the All-America Selections.