price is a key factor driving purchase interest in grapes.Both the price and the organic positioning had an impact on purchase interest in grapes.The increase in price from $1.99 for regular grapes to $2.99 for the organic positioning generated a reduction in likely purchasers,those with a 90% purchase interest and higher,from 43.2% to 30.2% the increase in price from $2.99 to $4.99 for the orgsnic concept reduced likely purchasers from 30.2% to 16.7%.Respondents indicated that the $4.99 price for organic grapes was perceived to be too high relative to the $1.99 price for regular grapes and the $2.99 price for organic grapes were perceived similarly on the to low ,too high,and just right scale.