Section1:(Locally-Grown -produce)

1. If available, do you consciously choose locally-grown produce when you shop at local
supermarkets?


2. Following are some reasons that you might purchase locally grown foods. Please identify the top
three reasons that you purchase locally grown foods.
1. Freshness
2. Taste
3. Nutrition
4. Safety
5. Support local businesses
6. Support regional economy
7. Direct connection with source of food



3. Assuming Mushrooms are priced at Rs30.00 per pound at your local grocery store, how much
more (if any) would you be willing to pay for a one pound package if the mushrooms had one of the
following characteristics (Please check one box in each row)?
CHARACTERISTIC
OF THE
MUSHROM
Price per Pack for the extra Mushrooms
32 35 38 40 42 45
Pesticide free
Organic
Locally grown
Display with
Local symbol







YES
NO
Most important reason (enter reason number 1-7)
2nd most important (enter reason number 1-7)
3rd most important (enter reason number 1-7)
Section 2: Attitude and usage information
1. In general, when you purchase food of any type at the grocery store, how would you rate the
importance of the following characteristics in your decision (please check one box in each row)?
NOT IMPORTANT VERY IMPORTANT
PRICE 1 2 3 4 5
BRAND 1 2 3 4 5
LOW CALORIE 1 2 3 4 5
LOW FAT 1 2 3 4 5
LOW SODIUM 1 2 3 4 5
LABELED HEAR SMART 1 2 3 4 5
ORGANIC 1 2 3 4 5
LABELLED NATURAL 1 2 3 4 5
TASTE/QUALITY 1 2 3 4 5
EASE OF PREPARATION 1 2 3 4 5
CONVINENT PACKING 1 2 3 4 5

2. Would you consider mushrooms to be in your top 5 favorite vegetables?



3. Which from the following list would you consider the top 5 healthiest vegetables?
Cabbage
Broccoli /Cauliflower
Corn
Carrots
Fresh Mushrooms
OTHERS

4. Where did you last purchase mushrooms?
Super Market
Retail Vendor
Vegetable Market/Uzhavar sandhai
Online
Others



YES
NO

5. When you last purchased mushrooms, what form were they in?
FRESH
CANNED
FROZEN

6. Please indicate which of the following mushroom varieties you have heard of.
Woodear
White
Oyster
Shiitake
Maitake
Portabella
Enoki
Crimini
Dont know

7. Are you satisfied with the quality of fresh mushrooms available in Vellore?
Yes
No
Dont Know

8. How often do you purchase fresh mushrooms?
More than once a week
Once a week
2-3 times a month
Once a month
Few times a year






9. What are the top three choices that would entice you to purchase more
mushrooms?(Check 3 choices only)

If they didnt spoil so fast
If they were more affordable
If they were on sale/had a coupon
If I knew more about their health benefits
If I knew more ways to serve them
If I knew they were a superfood
If I had more time to cook
If they looked better in the store

10. Rate the following attributes about fresh mushrooms.
Most liked Least liked
Taste good/delicious 1 2 3 4 5
Good in salads 1 2 3 4 5
Good on pizzas 1 2 3 4 5
Versatile 1 2 3 4 5
Healthy/nutritious 1 2 3 4 5
Convenient/easy to use 1 2 3 4 5
Low calorie 1 2 3 4 5
Good texture/consistency 1 2 3 4 5
Good side dish 1 2 3 4 5
Make everything taste
better
1 2 3 4 5
Make meals more elegant 1 2 3 4 5
Good value for the money 1 2 3 4 5








11. Rate the following attributes of mushrooms.
1 being strongly agrees and 5 strongly disagree
Short shelf life/spoil
quickly
1 2 3 4 5
Too expensive 1 2 3 4 5
Dont like dirt on them 1 2 3 4 5
Family doesnt like
them
1 2 3 4 5
Not good value for the
money
1 2 3 4 5
Nothing 1 2 3 4 5

Section 3: About you and your household

This information is required for statistical analysis. All information provided will be anonymous.

1. Are you:

Fema
Male

2. Are you a vegetarian or vegan?
Yes
No

3. Are you the Primary food shopper in your household?(make 50% or more of all
purchases)

Yes
No



4. What is your home zip code?


5. How many of the people in your household are in the following age groups? (Enter the
appropriate number of people in each category) .
Under 5 years
5 to 9 years
10 to 14 years .
15 to 19 years .
20 to 24 years .
25 to 34 years
35 to 44 years .
45 to 54 years
55 to 59 years
60 to 64 years .
65 to 69 years
70 to 79 years
80 years and more

6. Approximately how much does your household spend each week to buy produce (fruit
and vegetables)? (enter 0 if none)


7. Were you born/brought up in Vellore?
Yes
No

9. What level of education have you completed? (Check one)
Less than 9th grade
9th to 12th grade, no diploma
High school graduate (or equivalency)
Some college, no degree
Associate degree
Bachelor's degree
Graduate or Professional degree

10. What is your marital status? (Check one):
Married
Unmarried/bachelor

11. What was the total income of all in your household in 2014? (Check one)
Under 2 lac
Under 4lac
Under 7 lac
ABOVE 7 Lac