TRANSPORTATION And Growth of California Strawberry Industry

The problem that was examined in this research study was be the extent to which transportation-related factors contributed to the growth of the strawberry industry in California over the 1985-1994 period. Within the context of this problem, two research questions were investigated. These questions were as follows:

1. To what extent did air transportation of fresh strawberries to market contribute to the growth of the strawberry industry in California during the 1985-1994 period in relation to the contribution made by other forms of transportation?

2. Is the competitive position of air transportation in the shipment of fresh California strawberries in the 1995-2004 period likely to deteriorate?

Research hypotheses were tested in relation to each of the research questions investigated through the conduct of this study. These research hypotheses were as follows:

1. One hypothesis was tested in relation to research question number one. This hypothesis was as follows: Air transportation of fresh strawberries accounted for 25 percent of the growth in the shipments of California strawberries to markets 1,000 miles or more distant from the industry's production areas and storage facilities in California over the 1985-1994 period.

2. One hypothesis was tested in relation to research question two. This hypothesis was as follows: The market share of air transportation in the shipmen

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wberry shippers over the 1995-2000 period. The conclusion drawn from these findings is that air cargo will continue to play an important role in the movement of fresh strawberries to distant markets. This role in the future, however, will become more specialized, in that air cargo will be used to ship to the so-called luxury consumers. TABLE OF CONTENTS page LIST OF TABLES ........................................... v Chapter 1 - INTRODUCTION .................................... 1 Statement of the Problem ....................... 1 Research Hypotheses ............................ 2 Research Methodology ........................... 3 Preview of the Remainder of the Study .......... 4 2 - REVIEW OF THE LITERATURE ........................ 5 Introduction ................................... 5 The Strawberry Market .......................... 5 Effect of Technology ........................... 8 Capacity and Load Sharing ................. 8 Temperature Control ....................... 10 Packaging ................................. 12 Storage ................................... 16 Trends in Transportation ....................... 17 Transportation and Marketing ..
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Approximate Word count = 1337
Approximate Pages = 5 (250 words per page)

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