Extrinsic Attributes That Influence Parents’ Purchase of Chocolate Milk for Their Children

The consumption of milk is essential for children's heath; and flavored milk, especially chocolate milk, is often purchased to increase children's milk consumption. However, the sugar content of chocolate milk has raised health concerns. As such, it is important to understand chocolate milk extrinsic attributes that influence parents’ purchase decisions when they are purchasing chocolate milk for their children. The objective of this study was to determine the key extrinsic attributes for parents when they purchase chocolate milk for their children. An online survey with a conjoint analysis design, emotions questions, and Kano questionnaire that focused on chocolate milk was conducted targeting parents. Three hundred and twelve parents participated in the survey. Parents reported positive emotions including good, good natured, happy, loving, and satisfied when purchasing chocolate milk for their kids. Three segments of parents were identified with subtle but distinct differences in their key preferences for chocolate milk attributes for their children. Type of sweetener was the primary driver of choice for purchasing chocolate milk for children followed by fat content. Among sweetener types, natural noncaloric/nonnutritive sweeteners or sucrose were preferred over artificial sweeteners, and reduced fat was preferred over full fat or skim milk. Kano results revealed that reduced fat and sugar with an all natural label and added vitamins, minerals, and protein were attractive to the majority of parents when purchasing chocolate milk for their kids.     

Identification and characterization of fluid milk consumer groups

Consumption of fluid milk has steadily declined over the last few decades. Understanding the attributes of fluid milk products that are attractive to specific consumer groups may provide a sound basis for education and marketing to encourage increased dairy consumption and reverse the downward trend. The objective of this study was to identify the attributes of fluid milk that specific consumer groups find attractive and attributes that suggest a higher purchase likelihood. An adaptive choice-based conjoint (ACBC) survey was designed to assess attributes of fluid milk. The ACBC survey included Kano, importance, labeling identification, and beliefs questions to determine the key attributes that dictated consumer purchase and consumption. Self-reported purchase habits and attitudes for organic food products were also collected. Attributes in the ACBC exercise included fat content, package type, shelf life, and label claims. Maximum difference scaling was used to rank the importance of attributes in fluid milk that affected purchase. Maximum difference scaling was also used to rank qualities and issues associated with organic milk that were most motivating for those who identified as organic milk consumers. Results were analyzed by univariate and multivariate statistics. A total of 1,163 fluid milk consumers completed the survey, and of those, 434 were regular purchasers of organic milk. The ideal fluid milk from conjoint analysis was 2% milkfat, organic, packaged in a plastic jug, conventionally pasteurized, and contained no additives or label claims. The belief that “organic milk is healthier” was the most important motivator for purchases of organic milk, followed by the beliefs that “organic milk production encourages ethical treatment of animals” and “organic milk production supports local farms and farmers.” Conjoint importance scores of all fluid milk consumers showed that milkfat content was the most important attribute, followed by flavor, package size, and price. For all milk consumers, designation as organic was ranked as the 8th most important of 14 attributes. Evaluation of these results on both aggregate and individual levels suggest that fluid milk consumers are not a homogeneous consumer group and that underlying consumer groups are led to purchase decisions by specific product features or expectations.     

Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis

Food packaging plays a major role in attracting consumer attention and generating sensory and hedonic expectations; which could affect their product perception and purchase decisions. In the present study word association and conjoint analysis were used to study the influence of package shape and colour on consumer expectations of milk desserts. Six images of milk dessert packages with different colour and shape were presented to 105 consumers, who were asked to complete a word association task and to score their expected liking and willingness to purchase the desserts. Both package shape and colour affected consumers expected liking scores and their sensory expectations regarding the desserts. Consumers associations were mainly related to sensory characteristics. Both methodologies provided an interesting insight on the consumer’s expectations generated by the packages and could be useful in order to design packages which create appropriate expectations regarding the product.     

Identifying drivers for consumer acceptance and purchase intent of corn tortilla

ABSTRACT:  The traditional production of corn tortilla has been modified by new processing technologies to make possible a commercial-scale production; this practice has resulted in products having sensory properties different from those produced by the traditional method. There is no published information on sensory attributes driving acceptance and purchase intent of corn tortillas. Identifying sensory drivers for acceptance and purchase intent of corn tortillas will help commercially produce products that satisfy consumers' expectations. A consumer study was conducted to evaluate acceptance and purchase intent of corn tortillas and determine drivers of acceptance and purchase intent of the products. Ten samples of corn tortillas were selected to represent a variety of corn tortillas available in the Mexican market. Three hundred Mexican consumers evaluated acceptability of appearance, color, thickness, rollability, resistance to tearing, aroma, chewiness, taste and aftertaste, and overall liking using a 9-point hedonic scale. Overall acceptance and purchase intent were determined with a yes/no scale. Analysis of variance and multivariate analysis of variance revealed that consumers were able to differentiate differences in sensory acceptability among 10 samples. For example, 2 homemade and 1 small commercial-scale samples, with an overall liking score of 6.6 to 6.7, were more acceptable than others. Rollability, resistance to tearing, and chewiness were attributes underlying overall differences among 10 samples. Attributes determining overall acceptance of corn tortillas were chewiness and overall liking. Purchase intent was influenced by overall appearance, rollability, chewiness, taste, and overall liking. This study revealed critical sensory attributes and their weights given by Mexican consumers when making decisions for acceptance and purchase intent of corn tortilla.     

Acceptance of calorie-reduced yoghurt: Effects of sensory characteristics and product information

The main objective of this paper was to study acceptance of yoghurt with different levels of two specific sensory attributes, sweetness and richness, when corresponding information about sugar and fat content was given simultaneously with tasting. A conjoint design was applied to examine the effects of intrinsic attributes (sensory) and extrinsic attributes (health information) on acceptability and purchase probability for calorie-reduced vanilla yoghurt. Based on sensory profiling of 12 yoghurts produced according to an experimental design, four yoghurts varying in sweetness and richness were selected. In the conjoint study this sensory variation was combined with information concerning fat content and sugar content. 153 health conscious consumers participated in a blind testing and a conjoint study. Analyses of variance showed that sweetness and information about sugar content had significant effects on liking and purchase probability. The study showed that conjoint methodology was an appropriate tool to reveal effects of extrinsic and intrinsic product attributes.     

Acceptance and purchase intent of US consumers for nonwheat rice butter cakes

ABSTRACT:  This study evaluated consumer acceptance and purchase intent of nonwheat butter cake formulations prepared with Thai jasmine rice flour. Three nonwheat rice butter cakes were prepared with varying amounts of powdered emulsifier (propylene glycol ester:diacetyl tartaric acid ester of monoglyceride, 8:2) at 0% (product A), 7.5% (product B), and 15% (product C) of the margarine content (15%) in the cake formulation. A commercial wheat-based butter cake served as the control. Consumers ( n = 400) evaluated acceptability of 9 sensory attributes using a 9-point hedonic scale. Overall acceptance and purchase intent were determined with a binomial (yes/no) scale. At least 81% of consumers accepted products B and C, of which 42.1% and 47%, respectively, would purchase the products if commercially available. Product A was neither liked nor disliked with an overall liking score of 5.39. The butter cake products were differentiated by textural acceptability (overall texture, softness, and moistness) with a canonical correlation of 0.71 to 0.79. Overall liking and taste influenced overall acceptance and purchase intent. Odor influenced purchase intent ( P = 0.0014), but not overall acceptance. The odds ratio of overall liking was 3.462 for purchase intent, indicating the probability of the product being purchased is 3.462 times higher (than not being purchased, P < 0.0001) with every 1-unit increase of the overall liking score. Based on the logit model, overall acceptance and purchase intent could be predicted with 89.3% and 83.3% accuracy, respectively. The study demonstrated feasibility of completely substituting wheat flour with Thai jasmine rice flour for production of butter cake products acceptable to American consumers.     

Children's perceptions of fluid milk with varying levels of milkfat

Schools participating in federal meal programs are limited to serving skim or low-fat (≤1%) flavored and unflavored milk. Few studies have directly addressed child perceptions and preferences for milk containing different amounts of milkfat. The objective of this study was to determine whether children can differentiate between flavored and unflavored fluid milk containing varying levels of milkfat and whether preferences for certain levels of milkfat exist. Flavored and unflavored milks containing 4 different percentages of milkfat (≤0.5, 1, 2, and 3.25%) were high-temperature, short-time processed, filled into half-gallon light-shielded milk jugs, and stored at 4°C in the dark. Milks were evaluated by children (ages 8–13 yr) following 7 d at 4°C. Acceptance testing and tetrad difference testing were conducted on flavored and unflavored milks with and without visual cues to determine if differences were driven by visual or flavor or mouthfeel cues. Child acceptance testing (n = 138 unflavored; n = 123 flavored) was conducted to evaluate liking and perception of selected attributes. Tetrad testing (n = 127 unflavored; n = 129 flavored) was conducted to determine if children could differentiate between different fat levels even in the absence of a difference in acceptance. The experiment was replicated twice. When visual cues were present, children had higher overall liking for 1% and 2% milks than skim for unflavored milk and higher liking for chocolate milks containing at least 1% milk fat than for skim. Differences in liking were driven by appearance, viscosity, and flavor. In the absence of visual cues, no differences were observed in liking or flavor or mouthfeel attributes for unflavored milk but higher liking for at least 1% milk fat in chocolate milk compared with skim was consistent with the presence of visual cues. From tetrad testing, children could visually tell a difference between all unflavored pairs except 2% versus whole milk and could not detect consistent differences between milkfat pairs in the absence of visual cues. For chocolate milk, children could tell a difference between all milk fat pairs with visual cues and could tell a difference between skim versus 2% and skim versus whole milk without visual cues. These results demonstrate that in the absence of package-related flavors, school-age children like unflavored skim milk as well as milk with higher fat content in the absence of visual cues. In contrast, appearance as well as flavor and mouthfeel attributes play a role in children's liking as well as their ability to discriminate between chocolate milks containing different amounts of fat, with chocolate milk containing at least 1% fat preferred. The sensory quality of school lunch milk is vital to child preference, and processing efforts are needed to maximize school milk sensory quality.     

The relative influence of packaging,labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness

The relative impact of several extrinsic attributes on informed hedonic liking and purchase intent for wine is measured by combining a blind hedonic test with an informed tasting of the same wine packaged in different product concepts. This study separated the relative effect of various attributes and also considers differences between consumers in their responsiveness to various product cues.Five-hundred and twenty-one regular wine consumers participated in a central location test in three German cities in 2005. Respondents first rated hedonic liking of a white wine in a blind condition, then evaluated elements of product concepts differing in four extrinsic attributes, region of origin, grape variety, brand and packaging style, before indicating their liking and purchase intent in an informed condition.Overall, label style and brand evaluation were the strongest drivers for informed liking followed by liking in the blind condition. Purchase intent was influenced directly only by informed liking and price evaluation; the effect of the extrinsic and intrinsic cues is mediated through informed liking. A latent class regression resulted in three consumer segments that differ in the responsiveness of their informed liking to the different product characteristics. Younger inexperienced consumers utilised a mix of various cues, wine experienced consumers based their evaluation mainly on grape variety and blind hedonic liking, and older frequent wine consumers were influenced most strongly by brand and packaging. These findings provide insights into the relative impact of product packaging, branding and labelling on overall product liking and indicate strong differences in how consumers respond to different product characteristics.     

The influence of musical song and package labeling on the acceptance and purchase intention of craft and industrial beers: A case study

Among non-sensory characteristics, package labeling and music may influence beer consumers’ attitudes and behaviors. The present study sought to evaluate the influence of these characteristics on sensory acceptance and intent to purchase craft beer (Summer Ale) and industrial beer (American Lager), both produced in Brazil. Song 1 was from the acoustic pop rock genre and song 2 from the sertanejo universitário¹ genre. Sessions were conducted with 74 consumers under the following conditions: blind test, test in the presence of the songs, test in the presence of the package and test in the presence of both non-sensory characteristics together. Under many studied conditions, industrial beer showed better evaluation scores than craft beer. Music positively influenced the beer ratings. The label positively influenced acceptance scores and intent to purchase craft beer, while for industrial beer it tended to cause a negative impact. The presence of either song, along with the label, positively influenced the acceptance and intent to purchase craft beer. This study demonstrates to the R&D sector of craft and industrial breweries that they can use the influence of these non-sensory characteristics in the elaboration of new labels, and to use the influence of songs on consumer acceptance so they can offer products with more added value to the market.     

Stability in consumer responses to familiar and new chocolates during a period of exposure

The aim of this paper is to study the effects of exposure to different types of chocolate on consumer responses. Three different chocolates were considered, one established market leader and two new chocolates from a product development project. A group of consumers participated two times in a central location test and were exposed to different chocolates over a 4 weeks period between the two occasions. Main focus is on informed liking with the inclusion of brand name. Both average effects and individual differences in consumers’ responses are discussed. The main conclusion of this study is that the liking of the established chocolate was similar before and after exposure (with a slight decrease in liking) while the liking went significantly up for one of the new products.     

Consumer acceptability and purchase intent of probiotic yoghurt with added glucose oxidase using sensometrics,artificial neural networks and logistic regression

This research aimed to identify the drivers of acceptance and purchase intent of a probiotic (Bifidobacterium longum BL05) nonflavoured yoghurt supplemented with glucose oxidase, and to model the consumers’ acceptability using sensometrics and artificial neural networks (ANN). Consumers (n = 100) evaluated the degree of liking of yoghurt assays in respect of appearance, aroma, taste, texture and overall linking. Sensometric techniques – multiple linear regression (MLR), partial least squares regression (PLS), principal component regression (PCR) – and ANN were used to model the overall liking. Sensory drivers of global acceptance and purchase intent were also determined using logistic regression (LR). Hierarchical cluster analysis (HCA) identified three consumer segments that presented differences in all sensory attributes evaluated (P < 0.05). The ANN model showed the best performance to predict overall liking, followed by the MLR, PLS and PCR, indicating that taste and texture were the most significant attributes impacting the yoghurts overall liking. In accordance with the logistic models, overall acceptance and purchase intent could be predicted with 81.94 and 85.49% accuracy, respectively. The logistic regression indicated that taste was the attribute that contributed significantly (P < 0.0001) to higher scores for purchase intent and was considered the driver of acceptance.     

Identifying important package features of milk desserts using free listing and word association

Identifying the package and label features that are most relevant for consumer might provide useful information for designing a food package that closely matches consumer needs and expectations. In the present work two groups of 100 milk dessert consumers were asked to elicit package and label features of milk desserts using word association and free listing. Both methodologies were useful, efficient and quick methods to determine package and label features most likely to influence consumer perception of milk desserts. Although some differences were found between them, results related to the design of milk dessert packages were similar and suggested that brand, package shape, colour, and the design of the label might be the most relevant features that should be taken into account during package design of this food product. Cluster analysis of participants enabled the identification of groups of consumers that might be driven by different package features when making their purchase decisions of milk desserts.     

Consumer acceptance of high pressure processed beef-based chilled ready meals: the mediating role of food-related lifestyle factors

The aim of this research was to investigate the effects of high pressure processing (HPP) on consumer acceptance for chilled ready meals manufactured using a low-value beef cut. Three hundred consumers evaluated chilled ready meals subjected to 4 pressure treatments and a non-treated control monadically on a 9-point scale for liking for beef tenderness and juiciness, overall flavour, overall liking, and purchase intent. Data were also collected on consumers' food consumption patterns, their attitudes towards food by means of the reduced food-related lifestyle (FRL) instrument, and socio-demographics. The results indicated that a pressure treatment of 200 MPa was acceptable to most consumers. K-means cluster analysis identified 4 consumer groups with similar preferences, and the optimal pressure treatments acceptable to specific consumer groups were identified for those firms that would wish to target attitudinally differentiated consumer segments.     

Consumer Awareness and Interest Toward Sodium Reduction Trends in Korea

Reduction of dietary sodium intake by lowering amount of sodium in foods is a global industry target. Quantitative information on current consumer knowledge of sodium reduction trends in Korea is unknown. The objective of this study was to quantify the consumer knowledge and awareness of sodium and salt reduction in foods and to characterize consumer interest in health labeling on the food package. Additionally, comparison of consumer knowledge status between Korea and United States was followed. Consumers (n = 289) participated in an internet survey designed to gauge consumer knowledge and attitudes toward dietary sodium, the sodium content in representative food products (n = 27), and their interest toward specific health claims, including sodium labeling. Questions regarding demographics as well as consumption characteristics were asked. Sodium knowledge index and saltiness belief index were calculated based on the number of correct responses regarding the salt level and sodium content in given food products. Kano analysis was conducted to determine the role of nutrition labels in consumer satisfaction with products. Current consumer knowledge on the sodium content in food products was high, and consumers were adept at matching the sodium content with the salty taste intensity of food products. Consumers’ knowledge of the relationship between diets high in sodium and an increased risk of developing previously reported sodium‐related diseases, such as hypertension, coronary heart disease, kidney disease, and stomach cancer, were also high. Information on the nutrition panel that influences the consumer satisfaction (trans‐fat, sodium, ingredient list, and country of origin) as well as adjective‐nutrition claim pairs that appeal positively to purchase intent of the product were identified.