U.S. pecan consumer profile results from national survey
Wolfe, Kent L.
McKissick, John C.
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The Center for Agribusiness and Economic Development conducted a national survey to obtain information on consumer demographics, pecan buying habits, other nut buying habits, pecan awareness, and likelihood to purchase new pecan snack products. A total of 913 completed interviews were obtained for this project in order to obtain data on the demographics and buying habits of pecans consumers. This paper focuses on the demographics of pecan consumers. In order to determine the demographic profile of the pecan snack consumer from the survey data, it must be compared with demographic data representing the entire Untied States. The survey was a random sample of U.S. consumers in which every respondent had the same chance of being selected to participate in the survey. This allows one to look for differences in the characteristics of those respondents who consume pecans on a regular basis to the rest of the general population. These differences enable a person to target certain demographic characteristics.