Like many other vegetables, potatoes are marketed by type (russet, round white, red), rather than by variety (Burbak, Katahdin, Pontiac). Although varieties of the same type have similar outward appearances, they are also known to have different internal and cooking characteristics. There has been considerable controversy over the need for variety identification promotion in the potato industry. A consumer response study that distinguished between user satisfaction with different potato varieties was viewed as a step toward resolving this issue.