Why does a consumer choose a particular apple and buy it, or indeed choose an apple at all rather than a pear or a plum? Maybe because it looks bright and attractive, maybe because it looks fresh and crisp, it is available or cheap, or it looks much the same as it always has and earlier experience was favourable. Or maybe because, over and above lots of positive attributes, it is novel and cries out to be tried. And then having bought it, if eating impressions are favourable and it is indeed appealing in taste, flavour and crispness, then the favourable image is retained and it is the variety that goes on being bought especially if the apple is distinctive. So in the striving and seeking to secure and gain market share there is a great potential premium from a desirable new variety.
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