Volume 16 Part 1 Article 94
Title: A Research Program for Evaluating Concepts for New Mushroom Products
Authors: J.L. Stanton and L.A. Tucci
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.Please login to download the PDF for this proceeding.