five key factors - hass avocado board€¦ · path to purchase 2013 1 product display prominent...

Shopper Motivations and Influences: Driving Hass Avocado Sales at RetailTHE SHOPPING EXPERIENCE MATTERS

• Place avocados near complementary foods and provide signage

Quality & Ripeness2Color and Firmness are key

determinants of ripeness

• Desired ripeness depends on when the shopper plans to eat them

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• Shoppers look for bargains and are attracted by sales

Avocado Size4Shoppers choose the size

of the avocado by howthey plan to use them

• Large (family meals, parties)• Small (single serving dishes)

HassAvocados

SPECIALLargeSmall

• Some shoppers consider the variety to be the brand Hass is thought of as a quality “brand”

Purchase =

SalesOther Factors = Added Benefits5

Organic & locally grown avocados are appealing

Hass AvocadosVariety = Brand Avocado = Hass

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Hass AvocadoShopperPath to

Purchase2013

Product Display1Prominent displays, appearance & information influence purchases

Taste,Nutrition,Unique

Price3Shoppers are willing to pay

slightly more for avocados than other produce because they are

perceived as unique and not easily substitutable

key factorsfive Each factor must be met before

the next factor becomes relevant

Here’s how shoppers decideto purchase avocados from

initial trigger to actual purchase

• Shoppers buy avocados because of taste, nutrition & unique qualities

Ripe

New HAB research provides key insights into consumer’s path to purchase for avocados. Get the full report at www.hassavocadoboard.com/retail