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Mushroom Peat Internet Survey Results

Mushroom Peat Internet Survey Results. Report prepared for: January, 2003. Table of Contents. Page Overview 2 Objectives 3 Approach 4 Executive Summary 5 Mushroom Peat Internet Survey Findings 6 Respondent Profile 16. Overview. Objectives.

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Mushroom Peat Internet Survey Results

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  1. Mushroom Peat Internet Survey Results Report prepared for: January, 2003

  2. Table of Contents Page • Overview 2 • Objectives 3 • Approach 4 • Executive Summary 5 • Mushroom Peat Internet Survey Findings 6 • Respondent Profile 16

  3. Overview

  4. Objectives • Research objectives for the online consumer research are as follows: • Gauge consumer perception of mushroom quality and peat via presenting photo of mushrooms with peat on them and requesting consumer reaction. • Determine correlation of consumer perception of peat and mushroom purchase behavior. • Measure perception of mushroom quality and peat encountered in consumers’ grocery stores.

  5. Approach • In order to deliver against the objectives, the Perishables Group (PG): • Worked with Mushroom Council to develop a targeted Internet consumer interview questionnaire. • Conducted 100 online interviews across the five regions of the country (20 respondents per region): • 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

  6. Executive Summary • When compared against previous studies showing nearly identical quality levels of whole white mushrooms without peat moss/dirt consumers appeared not to perceive a decrease in the level of mushroom quality • Overall quality rating* (mushrooms without peat) = 1.7 to 2.2 • Overall quality rating (mushrooms with peat) = 1.9 • Consumers expressed an intent to purchase mushrooms with peat moss/dirt consistent with that of mushrooms with no peat moss/dirt • Overall purchase intent rating (mushrooms without peat) = 1.5 to 2.0 • Overall purchase intent rating (mushrooms with peat) = 1.8 • General appearance and color have a greater impact on purchase intent than the presence of peat moss/dirt • 49% of consumers who report mushroom purchase intent upon entering the store say they have delayed mushroom purchases due to the presence of peat moss/dirt • In previous studies 76% of consumers say that in the past year they have delayed purchases due to other quality factors • 37.6% cited cleanliness as a reason they WOULD buy the peat/dirt covered mushrooms • Unlike the previous studies a significantly smaller group of consumers identified cleanliness as a purchase trigger when shown mushrooms with peat moss/dirt • However, as noted above this did not reduce or negatively impact purchase intent • Compared against the results of the earlier studies the percentage of consumers saying definitely/probably would buy mushrooms with peat moss/dirt was nearly identical to purchase intent scores from the earlier study • Consistent with earlier studies the findings reinforced that general appearance and color were cited as a leading drivers for consumers not to purchase fresh mushrooms • In the earlier study approximately 4% of consumers said they would definitely/probably not buy vs. approximately 3 % in this study * All ratings based on a 1 to 5 scale with 1 being the highest possible rating

  7. Mushroom Peat Internet Survey Findings

  8. Internet Survey Findings • White Mushroom Purchase Reasons • Most consumers (74%) surveyed said they buy white mushrooms for a specific reason, while 26% said they buy mushrooms to have on hand as the need arises.

  9. Internet Survey Findings • White Mushroom Lost Sales from Peat Moss • Forty-nine percent of respondents said that on at least one occasion in the past year, they have not purchased white mushrooms due to peat moss, even though they were planning to buy mushrooms when entering the store. • This is less than the 76% who said they have not purchased white mushrooms due to poor quality in the past year (combined quality and purchase point survey results).

  10. Internet Survey Findings • Frequency of Peat Moss Presence • Most consumers (58% of respondents) said they occasionally find white mushrooms with peat moss in their store, while 20% said they often find peat moss on their store’s mushrooms.

  11. Peat Moss Photo • The following photo was shown to respondents periodically throughout the Mushroom Peat Moss survey:

  12. 1.8 1 = Definitely Buy 2 = Probably Buy 3 = Might or Might Not Buy 4 = Probably Not Buy 5 = Definitely Not Buy Internet Survey Findings • Fresh White Mushroom (with Peat Moss) Purchase Likelihood • Consumers said they would probably buy the mushrooms (with peat moss) in the photo, with a rating of 1.8. In the combined quality and purchase point survey results, top quality mushrooms (without peat moss) ranged from 1.5 to 2.0 in average ratings. How Likely Are You To Purchase These Fresh White Mushrooms?

  13. 1.9 1 = Top Quality 2 = Good Quality 3 = Average Quality 4 = Low Quality 5 = Poor Quality Internet Survey Findings • Fresh White Mushroom (with Peat Moss) Purchase Likelihood • Consumers said the mushrooms (with peat moss) shown in photo were of good quality. In the combined quality and purchase point survey results, top quality mushrooms (without peat moss) ranged from 1.7 to 2.2 in average ratings. Fresh White Mushroom Quality

  14. 2.5 1 = Much Better Quality 2 = Slightly Better Quality 3 = About the Same Quality 4 = Slightly Worse Quality 5 = Much Worse Quality Internet Survey Findings • Fresh White Mushroom (with Peat Moss) Quality Comparison • Consumers said that the mushrooms (with peat moss) shown in photo were better than the quality of mushrooms they usually find in their grocery stores. In the combined quality and purchase point survey results, top quality mushrooms (without peat moss) ranged from 2.2 to 2.6 in average ratings. How Similar is the Quality of These Fresh White Mushrooms to the Fresh White Mushrooms You Usually See In Your Grocery Store?

  15. Internet Survey Findings • Sliced White Mushroom Purchase Triggers –Probably/Definitely Buy • Of the 85 consumers who said that they would probably/definitely buy the mushrooms shown in the photo, most did so primarily because of general appearance. Other responses included “only ones available” and “price.” Multiple Responses Allowed

  16. Internet Survey Findings • Sliced White Mushroom Purchase Triggers –Probably/Definitely Not Buy • Of the 3 consumers who said that they would probably/definitely not buy the mushrooms shown in the photo, most did so primarily because of general appearance. Other responses included “color/blemishes” and “usually buy sliced.” Multiple Responses Allowed

  17. Internet Survey Respondent Profile

  18. Internet Respondent Profile • PG completed 100 total consumer intercepts • Typical Respondent Overall • Age: 45-54 Years Old • Household Size: Two adults with no children • Household Income: $25,001 - $50,000 • Ethnicity: Caucasian • Gender: Female

  19. Internet Respondent Profile • While the majority of respondents had no children, 39% had between 1 and 2 children in the household.

  20. Internet Respondent Profile • Respondents represented a wide range of ages with the largest group (29%) being 45-54 years old.

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

  22. Internet Respondent Profile • Respondents represented a range of ethnic groups with the largest group (79%) being Caucasian.

  23. Internet Respondent Profile • Respondents represented both gender groups with the largest group (85%) being female.

  24. Internet Respondent Profile • Respondents represented a range of marital status with the largest group (56%) being married.

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