A multi-level analysis is conducted between the apple price and consumers’ apple purchase behavior. There is no correlation between the overall apple price and the number of purchase, but a strong correlation (r^2=96.17%) exists between local apple price and the sale. Likewise, a correlation (r^2 of 80.5%) is found between low price and sale success, if the price level 0.68$/lb is excluded.  Therefore, we may conclude that there is a partial relationship between the apple price and the number of purchase.

   There are many inconsistencies existing within the data. Apple sales can differ significantly within the same price level, and certain varieties such as Ambrosia gain higher sale despite their higher price. This pattern may be explained by consumer preference over a certain cultivar. Overall, there is no concrete evidence supporting the statement that price is the only driving force for consumers’ apple purchase behavior in Richmond. Consumer preference and the appearance of the fruit may have strong implications on the number of apple purchases.

Source:

Falk, J. (2005). Fall Apples. Retrieved April 4th, 2012, from http://www.flickr.com/photos/piper/52805152/