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Mushroom Purchase Point Internet Survey Results

Mushroom Purchase Point Internet Survey Results. Report prepared for: January, 2004. 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.

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Mushroom Purchase Point Internet Survey Results

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  1. Mushroom Purchase Point Internet Survey Results Report prepared for: January, 2004

  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: • Gauge consumer perception of mushroom quality via presenting photos of whole and sliced mushrooms at various quality levels. • Determine correlation of consumer perception of quality and purchase behavior. • Measure perception of mushroom quality 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 in which consumers saw all of the five sliced or whole mushroom photos in random order. • Conducted 271 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 120 respondents (spread across the regions) saw each of the 10 mushroom photos.

  6. Executive Summary • CONSUMER FINDINGS • Cleaner, whiter mushrooms are closely linked with consumer purchase intent. Mushroom browning, even in modest amounts, will cause a large segment of consumers to delay a planned supermarket purchase. • Only 28% of consumers describe themselves as “generally satisfied” with the quality of mushrooms on display in the retail supermarket. • 77% of consumers report that in the past year they have delayed a planned mushroom purchase due to concerns with the quality of mushrooms on display at retail stores. • 38% of consumers say they often sort through displays to find mushrooms that meet their quality expectations, potentially damaging the remaining product on the shelf. • When consumers are asked to identify the mushrooms that most closely match the quality they typically see in the supermarket, 92% say they are likely to purchase mushrooms. However, if the quality slides only slightly lower, only 67% of consumers now say they are likely to make a purchase.

  7. Internet Survey Findings

  8. Internet Survey Findings • White Mushroom Purchase Reasons • Most consumers (69%) surveyed said they buy white mushrooms for a specific reason, while 31% said they buy mushrooms to have on hand as the need arises.

  9. Internet Survey Findings • White Mushroom Lost Sales • Seventy-seven percent 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.

  10. Internet Survey Findings • White Mushroom Shopping Behavior • While 24% of respondents said they are often satisfied with mushroom quality, only 5% said that poor mushroom quality deters them from purchasing mushrooms for long periods of time. Most consumers (71%) said they sort through the display to find acceptable quality mushrooms.

  11. Sliced White Mushrooms

  12. Sliced 1 Sliced 2 Sliced 3 Sliced 4 Sliced 5 Sliced Mushroom Photo Legend • The following nomenclature and corresponding photos are used throughout the Sliced White Mushroom results:

  13. Sliced 1 Sliced 2 Sliced 4 Sliced 3 Sliced 5 3.8 1.3 1.6 4.7 2.8 1 = Definitely Buy 2 = Probably Buy 3 = Might or Might Not Buy 4 = Probably Not Buy 5 = Definitely Not Buy Internet Survey Findings • Sliced White Mushroom Purchase Likelihood • Consumers said they were most likely to buy the mushrooms shown in Sliced 1 and 2 photos. There is a large drop off in Sliced 3, 4 and 5 likelihood of purchase. How Likely Are You To Purchase These Sliced White Mushrooms?

  14. Sliced 1 Sliced 2 Sliced 4 Sliced 3 Sliced 5 3.8 1.9 4.7 1.5 3.1 1 = Top Quality 2 = Good Quality 3 = Average Quality 4 = Low Quality 5 = Poor Quality 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

  15. Sliced 1 Sliced 2 Sliced 4 Sliced 3 Sliced 5 3.4 2.1 3.9 4.7 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 • 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 3, 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?

  16. Sliced 1 Sliced 2 Sliced 3 Sliced 4 Sliced 5 Internet Survey Findings • Sliced White Mushroom Purchase Triggers – Definitely/Probably Buy • Consumers who said that they would definitely/probably buy the mushrooms shown in each photo, did so primarily because of the cleanliness, general appearance and color. Multiple Responses Allowed

  17. Sliced 1 Sliced 2 Sliced 3 Sliced 4 Sliced 5 Internet Survey Findings • Sliced White Mushroom Purchase Triggers –Probably/Definitely Not Buy • Consumers who said that they would probably/definitely not buy the mushrooms shown in each photo, did so primarily because of general appearance. Multiple Responses Allowed

  18. Whole White Mushrooms

  19. Whole 1 Whole 2 Whole 3 Whole 4 Whole 5 Whole Mushroom Photo Legend • The following nomenclature and corresponding photos are used throughout the Whole White Mushroom results:

  20. Whole 3 Whole 4 Whole 5 Whole 1 Whole 2 1.5 3.0 2.0 3.7 1 = Definitely Buy 2 = Probably Buy 3 = Might or Might Not Buy 4 = Probably Not Buy 5 = Definitely Not Buy 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 equally willing to purchase the mushrooms in photos Whole 4 and 5. How Likely Are You To Purchase These Whole White Mushrooms?

  21. Whole 3 Whole 4 Whole 5 Whole 1 Whole 2 3.8 2.2 3.9 1.7 3.1 1 = Top Quality 2 = Good Quality 3 = Average Quality 4 = Low Quality 5 = Poor Quality Internet Survey Findings • Whole White Mushroom Quality • Consumers said the mushrooms shown in photo Whole 1, were between good and top quality. Respondents perceived the mushrooms in photo Whole 5 as having a slightly higher quality than the mushrooms in photo Whole 4. Whole White Mushroom Quality

  22. Whole 3 Whole 4 Whole 5 Whole 1 Whole 2 4.0 2.1 3.4 3.9 2.6 1 = Much Better Quality 2 = Slightly Better Quality 3 = About the Same Quality 4 = Slightly Worse Quality 5 = Much Worse Quality 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 3, 4 and 5 photos 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?

  23. Whole 5 Whole 3 Whole 1 Whole 2 Whole 4 Internet Survey Findings • Whole White Mushroom Purchase Triggers – Definitely/Probably Buy • Consumers who said that they would definitely/probably buy the mushrooms shown in each photo, did so primarily because of the general appearance, color and freshness. Multiple Responses Allowed

  24. Whole 5 Whole 3 Whole 1 Whole 2 Whole 4 Internet Survey Findings • Sliced White Mushroom Purchase Triggers –Probably/Definitely Not Buy • Consumers who said that they would probably/definitely not buy the mushrooms shown in each photo, did so primarily because of color and general appearance. Multiple Responses Allowed

  25. Internet Survey Respondent Profile

  26. Internet Respondent Profile • PG completed 244 total consumer intercepts • Typical Respondent Overall • Age: 35-44 Years Old • Household Size: Two adults with no children • Household Income: $25,001 - $50,000 • Ethnicity: Caucasian • Gender: Female

  27. Internet Respondent Profile • While the majority of respondents had no children, 42% had between 1 and 2 children in the household.

  28. Internet Respondent Profile • Respondents represented a wide range of ages with the largest group (31%) being 35-44 years old.

  29. Internet Respondent Profile • Respondents represented a wide range of income groups with the largest group (35%) earning $25,001 - $50,000.

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

  31. Internet Respondent Profile • Respondents represented both gender groups with the largest group (80%) being female.

  32. Internet Respondent Profile • Respondents represented a range of marital status with the largest group (62%) being married.

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