environmental variables may continually shape attitudes and their in-
tensity. For example, freshness was among the most desired produce at-
tributes reported by both Atlanta, U.S., and Berlin, Germany, consumers
(Brückner et al., 1996; Lai et al., 1997), but freshness was found to be
an expected attribute of many other foods and food products. While it
is reasonable to assume that freshness will continue to be an important
characteristic, other attributes such as size or uniformity may be less im-
portant to the whole population of consumers.
Multiattribute attitude model estimation depends on consumer mem-
ory and ability to recall experience with a product or any other infor-
mation that could assist in the process. Because research shows that
responses can be easily influenced by environmental factors and the
thinking process, measuring attitudes remains difficult. Monitoring con-
sumer environment can identify changes and strength of attitudes, but
requires scarce resources.
Brand Names
Brand names are used successfully to establish a market share by
convincing buyers that the branded product offers a level of satisfaction
that cannot be provided by generic products. Through careful promotion
and image building producers or suppliers of branded produce increase
consumer loyalty and involvement in making the purchase decision. Be-
cause consumer involvement responds to various factors, some compa-
nies have established more than a single brand name in order to segment
the market and maximize revenues. Branded fresh produce builds its
market reputation by ensuring consistent quality by fully integrating pro-
duction and marketing systems (Nichols, 1996). Product uniformity is
ensured by the use of identical varieties and standardized cultural prac-
tices.
Tropical fruits including banana, pineapple, and citrus have been
branded for years. Other food products with worldwide brands include
mushrooms, spices, and beverages such as coffee, tea, and cocoa. Re-
cent efforts to establish new banana brands proved that the task is costly
and the brand may not be readily recognized or accepted by consumers.
Erratic presence on the market is a sufficient factor to limit the effec-
tiveness of promotion or advertising of brand-specific quality attributes
and the association between the brand name and a product in the minds
of consumers.
An example of supplying a branded fresh fruit is a new cultivar of
Market Valuation of Quality 241