Analyzing the demand for new value-added product: Case of pure blueberry sweetener

Wuyang Hu, Timothy Woods, Sandra Bastin, Linda Cox

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Analyzing the demand for a new product that is not on the market presents challenges as agricultural producers search for potential value-added products and develop marketing strategies for these products. This study examines the market potential for a new pure blueberry sweetener in Kentucky. The results from a contingent choice survey indicate that the average respondent was not willing to pay a significantly positive amount for the product. However, a small group of respondents, who can be identified by their overall blueberry purchasing intentions and age, was willing to pay a price higher than the product's cost of production. Small and medium-size producers who are often limited by the financial and technical constraints associated with actual market trials of new products are likely to find that the type of marketing research described here is a particularly cost-effective method of getting information to assess market potential.

Original languageEnglish
Pages (from-to)56-71
Number of pages16
JournalJournal of International Food and Agribusiness Marketing
Issue number1
StatePublished - 2010

Bibliographical note

Copyright 2011 Elsevier B.V., All rights reserved.


  • Blueberry sweetener
  • Contingent valuation
  • Valueadded
  • Willingness to pay

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


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