Motivational research on Brown Bread

Date of publication: August 1, 1979


Consumption of brown bread has been increasing over the last few years so that it now accounts for about 13% of total domestic bread consumption. This report is Stage 1 Qualitative of research designed to assist British Bakeries in planning for this market. The objectives at this stage were to provide a qualitative understanding of consumer attitudes, motives, and inhibitions concerning brown bread and possible future directions. 

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