Qualitative research into frozen desserts

Date of publication: February 1, 1977

Abstract:

Kellogg's are considering entering the frozen food market with a range of dessert pies and tarts, and would accordingly like to acquire further understanding and experience of the market. The primary interest is in assessing consumer reaction to the Kellogg's products and associated names and positioning, but also required is an understanding of the usage and likely attitudes to frozen pies and desserts generally. 

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