Summary+Vocab Chapt. 8

Summary+Vocab Chapt. 8 - Consumer Behavior Chapter 8...

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Consumer Behavior Chapter 8 Perception Consumers on vegetarian and vegan diets are searching for foods that balance taste and dietary requirements. In response, Gardenburger introduced its first "meatless" patty in 1985 and has gone on to create other meatless alternatives including Meatless Meatloaf and Buffalo Chik'n Wings. Their products substitute grain-based proteins and vegetables for meat. Many of their meatless patties include mushrooms as a key ingredient. In early 2002, Gardenburger became concerned when a competitor introduced foods containing mycoprotein and wanted to claim they were "mushroom in origin." As Gardenburger's CEO Scott Wallace explained it, "After extensive consumer research and discussion with scientific experts, we feel that this labeling is misleading, and could potentially damage those who legitimately use mushrooms in their products." To understand Gardenburger's concern, you might ask yourself the following question: "What does it mean to me if a product claims it is 'mushroom in origin'?" Gardenburger launched an extensive survey to answer this very question. Sixty percent of the consumers they surveyed believed that a product labeled as "mushroom in origin" would contain actual mushrooms! Is that what you thought it meant as well? If so, look more carefully at the phrase. It never explicitly states that the product contains mushrooms. Gardenburger's concerns were justified. Labeling mycoprotein as "mushroom in
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This note was uploaded on 04/28/2008 for the course MKT 315 taught by Professor Wiman during the Winter '07 term at Rider.

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Summary+Vocab Chapt. 8 - Consumer Behavior Chapter 8...

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