The study used a questionnaire survey of 271 randomly selected
consumers; data was collected between December 2006 and February 2007. Heckman models were
used for demand estimates. From demand estimates, price elasticity was found to be -0.53 for potatoes,
-0.49 for peas, -0.28 for green beans, -0.80 for strawberries and -0.69 for cherries.