Innovation and Product Differentiation in the Apple Market : A Study of Club Varieties

Due to increased competition and oversupply in the apple market, many producers suffer financial losses or make little profit. One way to overcome the strong competition is to introduce promising new varieties through a 'club system'. The club concept involves close collaboration between club members in the sphere of production and marketing and aims at developing a special image for the selected variety that differentiates it from varieties already established in the market, as well as to demand higher prices.Three consumer surveys based on non-probability sampling contributed to the present study. In two of them quotas of age, gender and nationalities were applied. The first survey (N=174), which was based on a student project, collected general information on apple consumption in Germany and provided indications for further research. Among other results it showed that older and female interviewees were more knowledgeable about apple varieties.