Lorck Anna2014-03-252014-03-252003https://hdl.handle.net/10182/5937The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.Consumer research has been identified as one of the key recommendations that Pipfruit Growers of New Zealand (PGNZI) undertakes as part of a three-tier public awareness strategy on Integrated Fruit Production (IFP). The research will help provide insight into what motivates the shopper to buy apples or pears, and identify levers to influence the various target groups. It will also help test the generic value brand in IFP and what it means.enCopyright © The Author.pipfruit industryIntegrated Fruit Productionpearsapplesconsumer choiceOtherANZSRC::1505 MarketingANZSRC::0706 Horticultural Production