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Mushroom Quality Internet Survey Results

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Conducted 244 online interviews across the five regions of the country: ... believe they generally see at the store level, while photos four and five are ... – PowerPoint PPT presentation

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Title: Mushroom Quality Internet Survey Results


1
Mushroom Quality Internet Survey Results
  • Report prepared for
  • December, 2003

2
Table of Contents
  • Page
  • Overview 2
  • Objectives 3
  • Approach 4
  • Executive Summary 5
  • Sliced White Mushroom Findings 10
  • Whole White Mushroom Findings 17
  • Respondent Profile 24

3
Overview
4
Objectives
  • Research objectives for the online consumer
    research are as follows
  • Measure consumer perception of mushroom quality
    encountered in grocery stores.
  • Gauge consumer perception of mushroom quality by
    presenting photos of whole and sliced mushrooms
    at various quality levels.
  • Determine correlation of consumer perception of
    quality and purchase behavior.

5
Approach
  • In order to deliver against the objectives, the
    Perishables Group (PG)
  • Worked with the Mushroom Council staff and
    researchers at Penn State University to create a
    series of photographs representing a quality
    range of sliced and whole white mushrooms from
    very good to poor. Five photos were selected for
    both sliced and whole white mushrooms.
  • Developed a targeted Internet consumer interview
    questionnaire to probe consumer reaction to each
    individual mushroom photo.
  • Conducted 244 online interviews across the five
    regions of the country
  • West WA, OR, ID, MT, ND, CA, NV. AZ
  • Midsouth SD, WY, UT, CO, NE, KS, NM, OK, TX, LA
  • Southeast AR, MS, AL, TN, FL, GA, SC, NC, VA
  • Midwest MN, IA, MO, WI, IL, IN, MI, KY, OH, WV
  • Northeast ME, NH, VT, NY, PA, MA, CT, RI, NJ,
    DE, MD
  • Ensured that at least 20 respondents (spread
    across the regions) saw each of the 10 mushroom
    photos.

6
Executive Summary
  • More consumers (59) report purchasing mushrooms
    only when needed for a specific use or recipe.
    40 report that they buy mushrooms to have on
    hand to use as needed.
  • Three out of four consumers said in the last year
    a planned mushroom purchase has been postponed
    due to quality concerns at the supermarket.
  • Most consumers say they sort through supermarket
    mushroom displays. 71 of respondents indicate
    that they often or sometimes must sort through
    the displays to find the right quality. Only 28
    report that they are generally satisfied with
    the mushrooms on display at the supermarket.
  • Almost all consumers eventually find mushrooms
    with the quality they desire (although more than
    one shopping trip may be required) as only 1
    report that they cannot find the quality they are
    looking to purchase.
  • Not surprisingly, when shown product photos
    consumer purchase intent was linked to superior
    quality factors. For both sliced and whole,
    whiter, cleaner mushrooms were strongly
    associated with higher purchase intent.
    Conversely, older, browner mushrooms generated
    much lower purchase intent scores from consumers.

7
Executive Summary
  • For both sliced and whole mushrooms, consumers
    indicated that the mushrooms depicted in the top
    two photos are generally better than what is
    available in their supermarket.
  • For both sliced and whole, photo 3 seems to best
    capture the mushroom quality level consumers
    believe they generally see at the store level,
    while photos four and five are slightly worse.
  • With sliced mushrooms in particular, color and
    cleanliness captures consumer attention. For the
    top two photos, consumers indicated the product
    was significantly higher in quality, better than
    what they normally see in their supermarket and
    reported a much higher likelihood to buy.
  • With whole mushrooms, whiter mushroom photos
    rated better with consumers. However, consumers
    were generally accepted more browning as all
    photos were deemed by consumers to have
    acceptable quality. Only photo five was viewed
    by consumers as having quality worse than what is
    generally available in the supermarket.
  • At lower quality levels, significant numbers of
    consumers indicate that they will probably or
    definitely not purchase mushrooms.

8
Internet Survey Findings
9
Internet Survey Findings
  • White Mushroom Purchase Reasons
  • Most consumers (59) surveyed said they only buy
    white mushrooms for a specific reason, while 41
    said they buy mushrooms to have on hand as the
    need arises.

10
Internet Survey Findings
  • White Mushroom Lost Sales
  • Three-fourths of respondents said that on at
    least one occasion in the past year, they have
    not purchased white mushrooms due to poor
    quality, even though they were planning to buy
    mushrooms when entering the store.

11
Internet Survey Findings
  • White Mushroom Shopping Behavior
  • While 28 of respondents said they are often
    satisfied with mushroom quality, 32 of consumers
    say they must often sort through displays to find
    acceptable quality mushrooms.

12
Sliced White Mushrooms
13
Sliced Mushroom Photo Legend
  • The following nomenclature and corresponding
    photos are used throughout the Sliced White
    Mushroom results

14
Internet Survey Findings
  • Sliced White Mushroom Purchase Likelihood
  • Consumers said they were most likely to buy the
    mushrooms shown in Sliced 1, 2, and 3 photos.
    There is a large drop off in Sliced 4 and 5
    likelihood of purchase.

How Likely Are You To Purchase These Sliced White
Mushrooms?
15
Internet Survey Findings
  • Sliced White Mushroom Quality
  • Consumers said the mushrooms shown in Sliced 1
    and 2, photos were good quality. The Sliced 5
    photo averaged the lowest quality, as rated by
    respondents.

Sliced White Mushroom Quality
16
Internet Survey Findings
  • Sliced White Mushroom Quality Comparison
  • Consumers said that the mushrooms shown in Sliced
    1 and 2 photos are better than the quality of
    mushrooms they usually find in their grocery
    stores, while the mushrooms in the Sliced 4 and 5
    photos are of worse quality.

How Similar is the Quality of These Sliced White
Mushrooms to the Sliced White Mushrooms You
Usually See In Your Grocery Store?
17
Sliced White Mushroom Quality
  • Based on consumer response to the five photos,
    this picture (3) best depicts the quality that
    consumers see in their supermarket. It was
    ranked by consumers as having average to good
    quality.

18
Internet Survey Findings
  • Sliced White Mushroom Purchase Triggers
    Definitely/Probably Buy
  • Color and cleanliness are the primary purchase
    drivers. However, this slide illustrates that
    as the quality slides to Level 4, over 50 of
    consumers drop out of the likely to buy
    segment. At Level 5, nearly 80 abandon
    purchase intent.

Multiple Responses Allowed
19
Internet Survey Findings
  • Sliced White Mushroom Purchase Triggers
    Probably/Definitely Not Buy
  • At low quality levels, the general mushroom
    appearance drives very low consumer purchase
    intent. At Level 5, two thirds of consumers said
    they would probably/definitely not buy the
    mushrooms.

Multiple Responses Allowed
20
Whole White Mushrooms
21
Whole Mushroom Photo Legend
  • The following nomenclature and corresponding
    photos are used throughout the Whole White
    Mushroom results

22
Internet Survey Findings
  • Whole White Mushroom Purchase Likelihood
  • Consumers said they were most likely to buy the
    mushrooms shown in photo Whole 1. Interestingly,
    respondents were slightly more willing to
    purchase the mushrooms in photo Whole 5 than
    photo Whole 4.

How Likely Are You To Purchase These Whole White
Mushrooms?
23
Internet Survey Findings
  • Whole White Mushroom Quality
  • Consumers said the mushrooms shown in photo Whole
    1, were between good and top quality. Again,
    respondents perceived the mushrooms in photo
    Whole 5 as having a higher quality than the
    mushrooms in photo Whole 4.

Whole White Mushroom Quality
24
Internet Survey Findings
  • Whole White Mushroom Quality Comparison
  • Consumers said that the mushrooms shown in Whole
    1 and 2 photos are better than the quality of
    mushrooms they usually find in their grocery
    stores, while the mushrooms in the Whole 4 photo
    are of worse quality.

How Similar is the Quality of These Whole White
Mushrooms to the Whole White Mushrooms You
Usually See In Your Grocery Store?
25
Whole Mushroom Quality
  • Based on consumer response to the five photos,
    these
  • pictures best depict the quality that
    consumers see in their
  • supermarket when shopping for whole
    mushrooms.

26
Internet Survey Findings
  • Whole White Mushroom Purchase Triggers
    Definitely/Probably Buy
  • Like sliced mushrooms, consumer response to
    purchase intent was linked to color and
    cleanliness. In addition, between Level 3-4,
    likely purchase intent drops to less than 50.

Multiple Responses Allowed
27
Internet Survey Findings
  • Sliced White Mushroom Purchase Triggers
    Probably/Definitely Not Buy
  • With higher quality (Levels 1-3) nearly all
    consumers indicate that quality is acceptable.
    At Level 4, over 25 of consumers are not likely
    to make a purchase.

Multiple Responses Allowed
28
Internet Survey Respondent Profile
29
Internet Respondent Profile
  • PG completed 244 total consumer intercepts
  • Typical Respondent Overall
  • Age 25-44 Years Old
  • Household Size Two adults with no children
  • Household Income 25,001 - 50,000
  • Ethnicity Caucasian
  • Gender Female

30
Internet Respondent Profile
While the majority of respondents had no
children, 37 had between 1 and 2 children in the
household.

31
Internet Respondent Profile
Respondents represented a wide range of ages with
the largest group two groups (28) being 25-34
years old and 35-44 years old.

32
Internet Respondent Profile
Respondents represented a wide range of income
groups with the largest group (43) earning
25,001 - 50,000.

33
Internet Respondent Profile
Respondents represented a range of ethnic groups
with the largest group (87) being Caucasian.

34
Internet Respondent Profile
Respondents represented both gender groups with
the largest group (88) being female.

35
Internet Respondent Profile
Respondents represented a range of marital status
with the largest group (57) being married.
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