Patterns of fruit and vegetable buying behaviour in the United States and India

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.


Fruit and vegetable consumption is an important component of a healthy diet. Despite its importance, there is no systematic analysis of how consumers buy these 'categories' (fruits and vegetables) or 'brands' (bananas, apples, broccoli, peas, etc.). In response, this paper determines if there are any patterns in fruit and vegetable buying behaviour similar to those established within the consumer behaviour literature, namely patterns relating to consumer loyalty, consumer sharing and brand user profiles (Ehrenberg 1988; Sharp 2010; Romaniuk & Sharp 2016).

This paper first discusses the context of the research, highlighting the need for an understanding of fruit and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands