Please use this identifier to cite or link to this item: https://hdl.handle.net/1959.11/11089
Title: She'll be apples, mate: The role of adhesive brand labels in the marketing of apples in Australia
Contributor(s): Yabsley, David William (author); Wright, Victor  (supervisor)
Conferred Date: 1994
Copyright Date: 1994
Open Access: Yes
Handle Link: https://hdl.handle.net/1959.11/11089
Abstract: The branding of fresh produce to the consumer has been with us for about a century. In North America fruit and vegetable brand names such as Sunkist, Chiquita and Dole are well established. Until very recently the marketing of apples in Australia was consistent with the marketing of a commodity with Push the predominant strategy. Many Australian apple packers are now brand labelling their individual pieces of fruit, presumably as a component of brand creation. The objective of the study was to determine if the remaining marketing behaviour of packers and retailers of apples in Australia was consistent with the known marketing behaviour of manufacturers and retailers of other branded products. If it was, packers' and retailers' marketing behaviour would complement the brand labelling of individual apples. If not, brand labelling of individual apples would not be sufficient in itself to create brands. The study was prompted by the realisation that certain apple packers were releasing sub-standard brand labelled fruit into the market in the off-season, thereby threatening brand integrity. The study focused on retailers in the city of Newcastle and found that although packers in general did not appear to be supporting their brands at the retail level, retailers themselves were enthusiastic about apple labels. Brand dominance apparently exists and, labelled apples were found to attract a premium over unlabelled.
Publication Type: Thesis Masters Research
Rights Statement: Copyright 1994 - David William Yabsley
HERDC Category Description: T1 Thesis - Masters Degree by Research
Statistics to Oct 2018: Visitors: 246
Views: 236
Downloads: 11
Appears in Collections:Thesis Masters Research

Files in This Item:
11 files
File Description SizeFormat 
open/SOURCE08.pdfThesis, part 51.78 MBAdobe PDF
Download Adobe
View/Open
open/SOURCE05.pdfThesis, part 23.62 MBAdobe PDF
Download Adobe
View/Open
open/SOURCE06.pdfThesis, part 31.97 MBAdobe PDF
Download Adobe
View/Open
open/SOURCE03.pdfAbstract1.7 MBAdobe PDF
Download Adobe
View/Open
open/SOURCE07.pdfThesis, part 41.86 MBAdobe PDF
Download Adobe
View/Open
open/SOURCE04.pdfThesis, part 13.54 MBAdobe PDF
Download Adobe
View/Open
1 2 Next
Show full item record

Page view(s)

50
checked on Jan 3, 2019

Download(s)

96
checked on Jan 3, 2019
Google Media

Google ScholarTM

Check


Items in Research UNE are protected by copyright, with all rights reserved, unless otherwise indicated.