Abstract
Mallintercept interviews were conducted in Springfield, Massachusetts to gather data on consumers' potato purchasing habits, their responses to various attributes of potatoes and potato packs, and the influence these factors play in their purchasing decision. The results showed that these respondents bought round white potatoes most often, but they also purchased russet potatoes at least occasionally. When selecting potatoes, product origin was an important consideration. Variations in product prices were not significant, based on the tested price levels. However, the offer of a money back guarantee appeared to play a role in the purchasing decision at higher price levels.
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