Volume 16 Part 1 Article 94: A Research Program for Evaluating Concepts for New Mushroom Products

Volume 16 Part 1 Article 94
Year 2004
Title: A Research Program for Evaluating Concepts for New Mushroom Products
Authors: J.L. Stanton and L.A. Tucci

Abstract:

This research identified the obstacles to greater fresh mushroom use via quantitative and qualitative research. For each of the obstacles, a number of product and/or package concepts were developed to determine which would be most likely received and which would have the greatest impact on future sales. Thurstone Case V scaling was used to measure interval level estimates of concept impact. The top two concepts included a mushroom soup kit and steak cut mushrooms with seasonings.

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