- Packer, Mary Jeanne
VT Wood Manufacturers Association
- Kolodinsky, Jane Ph.D
Chair UVM Dept. Of Community Development & Applied Economics
- Chase, Lisa
Natural Resources Specialist and UVM Extension Assistant Professor
The study examined how the perceived attributes of Vermont and the broader Northern Forest influence consumers’purchasing decisions. The objective: to determine if Northern Forest wood products could be branded for profitability. The success of a Northern Forest brand lies in the ability for the brand name to differentiate the product from its competitors. Therefore, this study focuses on howconsumers use a brand in purchasing decisions and whythey connect with a place-of-origin label. Understanding how different state and regional brands resonate with consumers is vital in developing an effective marketing strategy to create a competitive advantage in a niche retail market.