Advertising Sustenances to Hispanic Purchasers in Kentucky.


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New meats, fish, and vegetables. Home cooking. Willing to pay premium for sustenance ... Results: Seafood at home utilize. Tilapia (Mojarra) 79% Freshwater Prawns ...
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Showcasing Foods to Hispanic Consumers in Kentucky Siddhartha Dasgupta Kelly R. Probst Tess Caudill FSMIP

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Why Hispanics? Kentucky\'s Hispanic populace: 119,138 Census 2000 Currently assessed 100,000+ in Lexington Food inclinations: Fresh meats, fish, and vegetables Home cooking Willing to pay premium for nourishment quality

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Hispanic Popl\'n Conc.: GIS

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What items did we examine? Live, Whole, and worth included Seafood (Tilapia, prawns, catfish, bass) Goats Chickens Hogs

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Respondent Characteristics N=144 Gender: M 45%; F 47% Country of Origin: Mexico(65%); Honduras(6%); Guatemala (4%); El Salvador (3%); Nicaragua (3%) Age: < 30 (41%); 31-40 (31%); 41-50 (13%); 51-60 (4%); 61-65 (0.70%) Annual HH Income: Less than $20K 52% $20K to under $30K 28% $30K to under $40K 10% $40K to under $50K 2% $50K or more 4%

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Food Shopping Characteristics Trips/month: 2-3 (38%); 4 (35%); >4 (15%) Times: During week (47%); Weekend (39%) Both amid week & weekend (3%) Willingness to purchase from a ranch: I might want to go to a homestead (56%) I might not want to go to a ranch (21%) I might want to make a trip yet not ready to (16%) Miles willing to travel: 0-5 (24%); 5-10 (27%); 10-20 (21%); >20 (8%)

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Food Shopping Characteristics Grocery spending every month: $0-$199 (27%) $200-$299 (29%) $300-$399 (20%) $400-$499 (13%) >$500 (9%) Willingness to bolster agriculturists conveying nourishment: Yes (85%); No (9%) Main market: Wal Mart (44%); Kroger (30%) Smaller chain (Save-A-Lot) (17%); Hispanic (10%)

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Results: Seafood at home use Tilapia (Mojarra) 79% Freshwater Prawns (Camarones de water dulce)51% Bass (Robalo) 31% Catfish (Bagre) 24% Product structure inclination Live (17%); Whole (79%); Fresh filet (44%); Frozen filet (16%); Don\'t purchase fish (0)

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Results: Seafood outlet inclination Supermarket 57%; Farms 30%; Hispanic staple goods 18%; Farmers markets 0

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Results: Goats Product structure for home use: Live (12%), Whole Carcass (29%), Live or entire (1%), Other(15%), Do not purchase goats (4%) Bought a live goat in KY: Y 13%; N 79% Like to purchase live goat: Y 48%; N 52% Live goat sort: Adult (N=28); Juv (N=25) Willing to butcher goat: Y 33%; N 67% How regularly purchase live/yr: 1 (13%), 2 (18%), 3(10%), >=4 (6%), No reaction (54%)

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Results: Goats

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Results: Live Goats Stated WTP

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Results: Chickens Preferred chicken item frame: Live (26%), entire (57%), bosom (44%), don\'t purchase chicken (0.7%) Willingness to purchase live chickens Y 52%, N 42% Venue inclination for live chickens: ranch (37%), Hispanic store (14%), ranchers; markets (11%), no reaction (31%) Popular live chickens: yellow hen (38%), Cornish cross hen (24%)

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Results: Chickens

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Conclusions Hispanic markets are appropriate for: Live and entire meats & fish WTP information appears: Live tilapia ($2-$2.75/lb) Live grown-up goat ($100-$120/head) Live 5-lb hen ($5-$10/head) 56% will go to a homestead inside 5-10 miles for fish, goats, & chickens 85% bolster ranchers conveying item to Hispanic people group (Hispanic CSA)

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Acknowledgments KSU-Ag Marketing Ask me about other item showcases! FSMIP

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