Describing the Market Segments of Melon Consumers

Not all melons are the same, and that's true for consumers, too. To help marketers and retailers know the difference between Local Melon Lovers, Ripe-For-The-Picking, and Convenient Shopper consumers, this publication uses data from an online survey to illustrate market segments. Researchers from Purdue and Michigan State contributed to this publication, which pairs with Extension publication HO-326-W. Both publications are in the Characterizing the U.S. Market of Melons series.