During the first half of 2008, a researching study was done through interviews for some purchase department employees of selected supermarkets, as well as the people that acquire mushrooms “Pleurotus Ostreatus” and other edible mushrooms in Mérida, Yucatán. This study was done with the purpose of identifying their consumer behavior, consumption and to understand how the product is perceived in the supermarket shopping area. The collected data was processed using the percentages technique. It found that the majority (75 %) of respondents had mid-higher and higher education, also 50% were from Yucatan and the remaining percentage from other states in Mexico. The market segment consists mainly of women (65%), in relation to men (35%). The main reasons for purchasing include statements of the nutritional value of the product and family traditions. Most consumers of mushrooms (Pleurotus Ostreatus) considered that it has a high price, but also good quality. Finally, the majority (75 %) stated that they are willing to consume other varieties of mushrooms as well as processed. The study provides relevant information for mushrooms producers for their decision-making process, based on the characteristics and real needs of the product consumers.


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