Research Studies

HAB General U.S. Market Awareness and Usage Study Report

This document provides a summary of U.S. consumer research conducted on a national as well as regional level in the fall of 2008 and spring of 2009. Data from four regions, including a summary of the U.S. market offers information on avocado advertising awareness, demographics of who is using avocados, purchase dynamics, how avocados are used and country of origin.

The research objective is:

• Monitor changes in avocado advertising awareness, consumption, and variety awareness, usage and imagery.

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U.S. Hispanics and their Purchase, Consumption and Brand Preferences with regard to Avocados

This document provides a summary of Hispanic consumer research conducted in the fall of 2008 and spring of 2009.

The research objective is:

• To understand perceptions, purchase, usage, and consumption of avocados among various key Hispanic segments, and to measure awareness, consumption and perception of the Hass avocado variety, and its ad awareness among Hispanics.

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An Economic Evaluation of the Hass Avocado Promotion Order's First Five Years

This document provides an in-depth analysis of the first five years of the Hass Avocado Board and includes the following sections:

• Overview of major marketing programs
• Overview of avocado consumption trends
• Analysis of annual demand in the U.S. to determine impact of programs
• Simulation to estimate impact of avocado promotions on set metrics
• Analysis of avocado demand and impact of promotions based on retail scan data
• Exploratory analysis of the impact of HAB's information sharing and data-dissemination programs
• Recommendations for future data-collecting programs for consideration

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