Hilgardia
Hilgardia
Hilgardia
University of California
Hilgardia

Sampling and farm stories prompt consumers to buy specialty cheeses

Authors

Barbara A. Reed
Christine M. Bruhn

Authors Affiliations

B.A. Reed is County Director and Dairy Farm Advisor, UC Cooperative Extension, Glenn County; C.M. Bruhn is Director, Center for Consumer Research, UC Davis.

Publication Information

Hilgardia 57(3):76-80. DOI:10.3733/ca.v057n03p76. July 2003.

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Abstract

California specialty cheese makers need information on what drives product sales so they can effectively market their products. Focus group and telephone research revealed that specialty cheese consumers have a strong preference for sampling cheese before making a purchase. Consumers also rely heavily on staff recommendations to select cheese. They appreciate unlimited sampling in an unhurried, low-pressure environment. Specialty cheese consumers consider themselves “food experimenters”; they value narrative descriptions about where and how the cheese was made and are not price sensitive in this area of their food purchases.

References

[CDFA] California Department of Food and Agriculture. Manufacture of dairy products. California Dairy Statistics Annual 1997 1998. Sacramento, CA: 32. http://134.186.235.120/dairy/pubs/Annual/1997pdfs/manufacture.pdf .

CDFA. Manufacture of dairy products. California Dairy Statistics Annual 2001 2002. Sacramento, CA: pp.25-30. http://134.186.235.120/dairy/pubs/Annual/2001/5.pdf .

[CMAB] California Milk Advisory Board. The Contemporary American Cheese Course: The New Basics of Eating Well. Workshops for chefs 2002. Las Vegas, Portland, Salt Lake City. CMAB, South San Francisco, CA:

Krueger RA. Focus Groups: A Practical Guide for Applied Research. 1994. 2nd ed Thousand Oaks, CA: Sage. 255.

Reed B, Bruhn C. 2003. Sampling and farm stories prompt consumers to buy specialty cheeses. Hilgardia 57(3):76-80. DOI:10.3733/ca.v057n03p76
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