CONSUMER PREFERENCES FOR LETTUCE IN HANOVER
The paper presents some results of a survey carried out by the Institute for Horticultural Economics in summer 1986 in Hanover. 289 women chosen at random were interviewed about their opinions and preferences regarding salads. In summer 80% of the consumers eat green salads at least once a week. 19% consume green salads nearly every day. Older people consume more than younger consumers and in households with a high income much more green salad is consumed than in low income households. Nearly every person knows lettuce. But only up to 10% of the consumers have already eaten new varieties in the green salad assortment (e.g. oak-leaf lettuce, red varieties of lettuce, frisée etc.). Young people like tomato salad, cucumber salad, and mixed salad best of all, while older consumers prefer cucumber salad, lettuce, and green bean salad. The image of lettuce seems to be old-fashioned. It can be concluded that lettuce has already passed the peak of its life cycle and will be substituted more and more by iceberg lettuce and other types of salads, which are new on the German market.
VIERHEILIG, B.M. and ALVENSLEBEN, R.v. (1988). CONSUMER PREFERENCES FOR LETTUCE IN HANOVER. Acta Hortic. 223, 350-356