title: Consumer peach preferences and purchasing behavior: a mixed methods study.
abstract: BACKGROUND
  Peaches (Prunus persica (L.) Stokes) are grown in several regions throughout the USA, are eaten fresh, and used as ingredients in value-added processed products. An Internet survey was conducted to investigate Mid-Atlantic consumers' fresh and processed peach purchasing behaviors, and whether packaging certain numbers of peaches together, providing information about nutritional content, and other factors would increase purchases. Additionally, laboratory-based sensory testing was used to better understand peel color, texture, sweetness, sourness, and flavor preferences for cultivars commonly grown in the Mid-Atlantic region.
  
  
  RESULTS
  Irrespective of fresh peach consumption frequency, certain value-added products were of interest. For some products, interest in purchasing was higher than reported purchasing behavior. Preference for certain fresh peach characteristics, such as peel color, differed between less frequent fresh peach consumers and those who consumed fresh peaches more often. Of the four peach cultivars included in the sensory test, most were liked; however, there were some cultivar differences pertaining to color, texture, sweetness, tartness, and flavor liking.
  
  
  CONCLUSIONS
  Potential marketing strategies can be developed based on frequency of fresh peach consumption and household demographics. Data can be used to select peaches that best appeal to consumers. © 2015 Society of Chemical Industry.
authors.affiliation: The Pennsylvania State University, Department of Plant Science, 6 Tyson Building, University Park, PA, USA.
authors.forename: Kathleen M
authors.initials: KM
authors.lastname: Kelley
authors.affiliation: The Pennsylvania State University, Department of Food Science, University Park, PA, USA.
authors.forename: Rachel
authors.initials: R
authors.lastname: Primrose
authors.affiliation: The Pennsylvania State University, Department of Plant Science, 6 Tyson Building, University Park, PA, USA.
authors.forename: Robert
authors.initials: R
authors.lastname: Crassweller
authors.affiliation: The Pennsylvania State University, Department of Food Science, University Park, PA, USA.
authors.forename: John E
authors.initials: JE
authors.lastname: Hayes
authors.affiliation: The Pennsylvania State University, Department of Plant Science, 6 Tyson Building, University Park, PA, USA.
authors.forename: Richard
authors.initials: R
authors.lastname: Marini
mesh_terms: D000293:Adolescent; D000328:Adult; D003132:Commerce; D003258:Consumer Behavior; D003625:Data Collection; D005247:Feeding Behavior; D005260:Female; D005638:Fruit / Q000191:economics* / Q000502:physiology*; D006801:Humans; D008297:Male; D008875:Middle Aged; D000068239:Prunus persica; D012959:Socioeconomic Factors; D055815:Young Adult
keywords: acceptability; flavor; marketing; questionnaire; segmentation; sensory