Factors influencing adoption of new apple and pear varieties in Europe and the UK

Authors: Mike Reid; David Buisson

Source: International Journal of Retail & Distribution Management, Volume 29, Number 6, 2001 , pp. 315-327(13)

Publisher: Emerald Group Publishing Limited

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Abstract:

Highlights the findings of a survey targeting UK and European wholesale and retail fruit buyers to discover factors which influence their adoption of apple and pear varieties. The research, performed from the perspective of the New Zealand pipfruit industry, reflects the growing importance of new variety development for the ongoing competitiveness of the New Zealand pipfruit industry. The research identifies that adoption of new varieties requires a strong performance in traditional areas such as product quality and supply. The need for appropriate launch support provided by the suppliers is highlighted and also that adoption is likely to be facilitated by strong buyer/supplier relationships.

Keywords: Retailing; Fruit; Tests; Product Strategy; New Zealand

Document Type: Research article

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