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  • 1. Retail Price Surveys What do avocados cost? Antony Allen Avocados Australia
  • 2. Background Information needed to make more informed marketing decisions – Infocado – reporting of volume data – Quality surveys – reporting level of quality – Grower and consumer concern that prices paid by consumers don’t reflect returns to growers Need price data to complete picture and provide transparency • 1st step retail prices • Next step wholesale prices
  • 3. Collecting Retail Price Data • 16 stores in Sydney, Brisbane, Melbourne & Perth • All varieties • All pack types • Weekly • Electronic collection and uploads
  • 4. Consumer Research for price points Probability of purchase at different price points 100 Probability of purchase (%) 90 80 70 60 50 40 30 20 10 0 $0.89 $1.39 $1.99 $2.49 Price Points ($/piece fruit)
  • 5. Price Points by Income Price Point Predicted mean for Family Income 0.89 1.39 1.99 2.49 Incomea Under $20,000 89.52 77.62 57.06 34.21 64.6 $20,000 - $34,999 91.01 80.45 62.12 35.25 67.21 $35,000 - $54,999 91.66 80.54 60.31 37.5 67.5 $55,000 - $74,999 92.22 84.21 61.34 35.57 68.34 $75,000 - $99,999 92.89 85.84 64.84 44.61 72.05 $100,000 - $119,999 91.35 83.14 65.51 45.88 71.47 $120,000 or more 92.68 84.67 68.8 46.41 73.14 a Predicted mean for price 91.62 82.35 62.86 39.92
  • 6. $2.75 to $3 Overall NSW most expensive $2 to $2.20 $2 to $2.50 $1.50 to $2
  • 7. 2009 Catalogue specials - Sydney NSW Coles & WW Catalogue Specials - loose avocados 2.5 Coles Woolworths 2 Price ($/unit) 1.5 1 0.5 0 9 09 9 09 9 09 09 09 09 09 09 9 09 9 00 00 00 00 00 20 20 20 20 20 20 20 20 20 2 /2 /2 /2 /2 1/ 2/ 3/ 3/ 4/ 4/ 5/ 5/ 6/ 1/ 02 03 06 07 0 /0 /0 /0 /0 /0 /0 /0 /0 /0 5/ 2/ 2/ 8/ 6/ 19 16 16 30 13 27 11 25 22 Only includes loose fruit catalogue specials
  • 8. $2 to $2.50 $1.75 to $2 $2 to $2.50 $1.50 to $1.75
  • 9. 2009 Catalogue specials - Brisbane Qld Coles & WW Catalogue Specials - loose avocados 2.5 Coles Woolworths 2 Price ($/unit) 1.5 1 0.5 0 9 09 9 09 9 09 09 09 09 09 09 9 09 9 00 00 00 00 00 20 20 20 20 20 20 20 20 20 /2 /2 /2 /2 /2 1/ 2/ 3/ 3/ 4/ 4/ 5/ 5/ 6/ 01 02 03 06 07 /0 /0 /0 /0 /0 /0 /0 /0 /0 5/ 2/ 2/ 8/ 6/ 19 16 16 30 13 27 11 25 22 Only includes loose fruit catalogue specials
  • 10. $2.50 to $2.75 $1.75 to $2 $2.25 to $3 $1.50 to $2
  • 11. 2009 Catalogue specials - Melbourne Vic Coles & WW Catalogue Specials - loose avocados 2.5 Coles Woolworths 2 Price ($/unit) 1.5 1 0.5 0 9 09 9 09 9 09 09 09 09 09 09 9 09 9 00 00 00 00 00 20 20 20 20 20 20 20 20 20 /2 /2 /2 /2 /2 1/ 2/ 3/ 3/ 4/ 4/ 5/ 5/ 6/ 01 02 03 06 07 /0 /0 /0 /0 /0 /0 /0 /0 /0 5/ 2/ 2/ 8/ 6/ 19 16 16 30 13 27 11 25 22 Only includes loose fruit catalogue specials
  • 12. $2.25 to $2.50 $1.75 to $2.25 $2.25 to $2.50 $1.25 to $1.75
  • 13. 2009 Catalogue specials - Perth WA Coles & WW Catalogue Specials - loose avocados 2.5 Coles Woolworths 2 Price ($/unit) 1.5 1 0.5 0 9 9 9 9 9 09 09 09 09 09 09 09 09 09 00 00 00 00 00 20 20 20 20 20 20 20 20 20 /2 /2 /2 /2 /2 1/ 2/ 3/ 3/ 4/ 4/ 5/ 5/ 6/ 01 02 03 06 07 /0 /0 /0 /0 /0 /0 /0 /0 /0 5/ 2/ 2/ 8/ 6/ 19 16 16 30 13 27 11 25 22 Only includes loose fruit catalogue specials
  • 14. What do we do with the price data • Weekly reports • Links with Infocado figures • Uploaded onto stand alone website • Will be available on Avocados Australia website • Link with Quality data