The study identifies differences in consumer characteristics and the selection of
the type of a retail outlet in pecan purchases. Within the framework of utility maximization,
an empirical model is specified and
estimated using multinomial logit. The estimation is based on data collected through
a nationwide survey.
Calculated marginal probabilities show the importance of age, household income, and
among the important consumer characteristics that influence the selection of a retail
outlet. Employment and the timing of pecan purchases also influence the use of a
specific type of retail outlet. In particular, mail order purchases are made by older
persons with higher incomes and larger households in comparison to purchases at grocery
stores or other outlets. The study provides knowledge needed to improve marketing
strategies for different outlets and suggests that various strategies can be developed
to reach different groups of pecan buyers by type of retail outlet.