Branded pears? An exploration of German consumers' perceptions of the new club cultivar 'Angelys'®

The study explores expectations and perceptions of German consumers towards the club pear 'Angelys'. Focus group discussions, with 8-10 participants each were conducted and recorded in April/May 2012 in five locations in Germany. The recordings were transcribed verbatim and analysed using qualitative content analysis. Results show that quality perception plays an essential role for consumers. They showed mixed reactions to 'Angelys' and expressed both appreciation and rejection, describing the pear characteristics with a wide range of adjectives such as compact, baroque, misshaped and old. Participants also evaluated the current brand concept and packaging. Consumers' reactions aroused from their sensory mind, which recalls memories and leads to certain association and the perception of the product. Besides reactions to the intrinsic features of the pear cultivar, the study also shows that German consumers have good knowledge in terms of brand and trademarks in food and have therefore considered the brand concept particularly critical. Finally, adjustments concerning the marketing concept with regard to the German market are suggested.