Table 6 How consumers knew about the “novel” spices (% of ratings)
Vehicles of knowledge | Extremely important | Discreetly to highly important/preferred | Moderately important | Slightly important | Not at all |
|---|---|---|---|---|---|
Ethnic restaurants | 25 | 27 | 20 | 15 | 13 |
Travel | 20 | 20 | 25 | 15 | 20 |
TV programs | 5 | 35 | 40 | 10 | 10 |
Word of mouth | 20 | 20 | 30 | 20 | 10 |
Internet | 10 | 23 | 28 | 20 | 19 |