Adult and Child Focus Group Views of Oranges and Mandarins
To identify factors that may reduce mandarin (Citrus reticulata) and orange (Citrus sinensis) consumer acceptance and to acquire information on current consumer thoughts and perceptions, a series of eight focus groups were held in a college town in northern California: four with children and four wi...
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| Format: | Article |
| Language: | English |
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American Society for Horticultural Science (ASHS)
2019-06-01
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| Series: | HortTechnology |
| Subjects: | |
| Online Access: | https://journals.ashs.org/horttech/view/journals/horttech/29/4/article-p408.xml |
| _version_ | 1818248741489999872 |
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| author | Amalie B. Kurzer Rose Bechtel Jean-Xavier Guinard |
| author_facet | Amalie B. Kurzer Rose Bechtel Jean-Xavier Guinard |
| author_sort | Amalie B. Kurzer |
| collection | DOAJ |
| description | To identify factors that may reduce mandarin (Citrus reticulata) and orange (Citrus sinensis) consumer acceptance and to acquire information on current consumer thoughts and perceptions, a series of eight focus groups were held in a college town in northern California: four with children and four with adults. Adults mentioned cost proportionately more (P ≤ 0.05) often than children, as well as farm to fork, purchasing preferences, and seasonality. Children mentioned eating preferences, social use, and healthiness more often (P ≤ 0.05). Flavor and taste were important to both age groups, as well as ease of peeling. Both ages viewed oranges as slightly too large and messier than mandarins. Adults felt frustration that oranges and mandarins lack flavor and that quality is not consistent. Many indicated they would be willing to pay more for consistent quality. Children reported relying on availability, appearance, and the basic tastes to guide their choices and did not express a clear preference between mandarins and oranges. Development of a fruit intermediate in size between an orange and a mandarin, either a small orange or a large mandarin, would potentially satisfy an untapped area of the market. Other potential areas of consumer interest are in fruits with edible peels, like kumquats (Citrus japonica) and in more unique, identifiable varieties such as Cara Cara oranges. |
| first_indexed | 2024-12-12T15:25:25Z |
| format | Article |
| id | doaj.art-48b6b6034e4d4835a0048ebaad9aa2b5 |
| institution | Directory Open Access Journal |
| issn | 1943-7714 |
| language | English |
| last_indexed | 2024-12-12T15:25:25Z |
| publishDate | 2019-06-01 |
| publisher | American Society for Horticultural Science (ASHS) |
| record_format | Article |
| series | HortTechnology |
| spelling | doaj.art-48b6b6034e4d4835a0048ebaad9aa2b52022-12-22T00:20:15ZengAmerican Society for Horticultural Science (ASHS)HortTechnology1943-77142019-06-01294408416https://doi.org/10.21273/HORTTECH04320-19Adult and Child Focus Group Views of Oranges and MandarinsAmalie B. Kurzer Rose BechtelJean-Xavier Guinard To identify factors that may reduce mandarin (Citrus reticulata) and orange (Citrus sinensis) consumer acceptance and to acquire information on current consumer thoughts and perceptions, a series of eight focus groups were held in a college town in northern California: four with children and four with adults. Adults mentioned cost proportionately more (P ≤ 0.05) often than children, as well as farm to fork, purchasing preferences, and seasonality. Children mentioned eating preferences, social use, and healthiness more often (P ≤ 0.05). Flavor and taste were important to both age groups, as well as ease of peeling. Both ages viewed oranges as slightly too large and messier than mandarins. Adults felt frustration that oranges and mandarins lack flavor and that quality is not consistent. Many indicated they would be willing to pay more for consistent quality. Children reported relying on availability, appearance, and the basic tastes to guide their choices and did not express a clear preference between mandarins and oranges. Development of a fruit intermediate in size between an orange and a mandarin, either a small orange or a large mandarin, would potentially satisfy an untapped area of the market. Other potential areas of consumer interest are in fruits with edible peels, like kumquats (Citrus japonica) and in more unique, identifiable varieties such as Cara Cara oranges.https://journals.ashs.org/horttech/view/journals/horttech/29/4/article-p408.xmlconsumer preferencescitrus reticulatacitrus sinensiseating habitsfruit sizequalityseasonality |
| spellingShingle | Amalie B. Kurzer Rose Bechtel Jean-Xavier Guinard Adult and Child Focus Group Views of Oranges and Mandarins HortTechnology consumer preferences citrus reticulata citrus sinensis eating habits fruit size quality seasonality |
| title | Adult and Child Focus Group Views of Oranges and Mandarins |
| title_full | Adult and Child Focus Group Views of Oranges and Mandarins |
| title_fullStr | Adult and Child Focus Group Views of Oranges and Mandarins |
| title_full_unstemmed | Adult and Child Focus Group Views of Oranges and Mandarins |
| title_short | Adult and Child Focus Group Views of Oranges and Mandarins |
| title_sort | adult and child focus group views of oranges and mandarins |
| topic | consumer preferences citrus reticulata citrus sinensis eating habits fruit size quality seasonality |
| url | https://journals.ashs.org/horttech/view/journals/horttech/29/4/article-p408.xml |
| work_keys_str_mv | AT amaliebkurzer adultandchildfocusgroupviewsoforangesandmandarins AT rosebechtel adultandchildfocusgroupviewsoforangesandmandarins AT jeanxavierguinard adultandchildfocusgroupviewsoforangesandmandarins |