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.     

Genotypic difference in postharvest characteristics of hardy kiwifruit (Actinidia arguta and its hybrids), as a new commercial crop: Part II. Consumer acceptability and its main drivers

Actinidia arguta, called also hardy kiwifruit, is an exotic fruit of Actinidia genus which have obtained commercial interest in recent years. Its high frost hardiness, relatively short vegetation period and pro-healthy properties make it very interesting, especially in cold regions. The aim of the presented study was to identify main drivers of postharvest consumer acceptability of A. arguta (and its hybrids with A. purpurea) fruit among its sensory (flavour and texture) attributes and appearance characteristics (size and colour). To achieve that goal nine genotypes were assessed by over 200 consumers during two-year experiment. In order to perform a possibly broad research the chosen genotypes included five of the popular A. arguta cultivars grown around the world, two promising genotypes selected at Warsaw University of Life Sciences (WULS) as well as two hybrids (A. arguta × A. purpurea) from the same source. The study consisted of the consumer assessment of external (appearance) and internal (flavour and texture) fruit liking. The results showed general positive consumer acceptance of hardy kiwifruit with low differentiation of its genotypes. No segment of consumers disliking fruit appearance was found and segments disliking their taste and flavour constituted only about 14% in 2005 and 6% of consumers in 2006, respectively. Study indicated a significant effect of fruit size on consumers as it was highly correlated with the mean liking scores in each of consumer segments. The pink-red skin colour has also large positive impact on consumer's Actinidia choice observed in outstanding acceptance of small ‘D11’ genotype. The most preferable fruit should moreover have sweet taste and odour as these features are significant for most of consumers. Genotypes best meeting consumer preferences were pointed, including A. arguta × A. purpurea, which should obtain special breeders' focus.     

Females' attitude and preference for beer: a conjoint analysis study

In order to sustain the fast‐expanding beer industry, companies need to attract new female consumers. The main objective of this study was to identify the extrinsic and intrinsic attributes that drive female consumers' purchase of beer. A literature review and focus group (n = 6) were conducted, and six attributes were identified as purchase drivers of beer. These attributes included flavour, appearance (colour), packaging, brand, production methods and beer style. These attributes were used to design a choice‐based conjoint analysis survey. The survey was administered to 277 females (aged 35.09 ± 15.2) residing in Nova Scotia (Canada). The results indicated that sweetness has a positive effect on liking. Bitterness has a strong negative effect on liking of beer. Black colour, stouts and macro‐brewed beers also had negative effects on liking of beer products. The consumer clusters showed that generally all of the consumer groups liked sweet beers with low bitterness.     

Consumer liking for kiwifruit flavour: A meta-analysis of five studies on fruit quality

Consumer liking for ‘Hayward’, ‘Hort16A’ and organic kiwifruit harvested with differing dry matter contents (DM) has been studied in five separate studies over a seven-year period. The results were combined with the aim of generating a larger dataset for exploring the relationship between DM, which is measured at harvest and can be used to predict the sugar content of ripe kiwifruit (rSSC), and consumer liking of kiwifruit flavour. The dataset also allowed the demographic structure of consumer segments with markedly different flavour preferences to be characterised. The range and specifications of different DM categories varied across studies. For this reason, a quadratic regression analysis was used to model the overall liking responses of individual consumers. The re-analysis demonstrated that seasonal differences and methodological variations need to be taken into account when interpreting research on flavour of fresh fruit. Participants who were female, older and more frequent consumers of kiwifruit were more likely to provide consistent responses. Overall the study demonstrated that the majority of consumers responded positively to increasing DM.     

Influence of packaging information on consumer liking of chocolate milk

Chocolate milk varies widely in flavor, color, and viscosity, and liking is influenced by these properties. Additionally, package labels (declared fat content) and brand are some of the extrinsic factors that may influence consumer perception. The objective of this study was to evaluate the effects of packaging labels and brand name on consumer liking and purchase intent of chocolate milk. A consumer acceptance test, conjoint analysis survey, and Kano analysis were conducted. One hundred eight consumers evaluated 7 chocolate milks with and without brand or package information in a 2-d crossover design. A conjoint analysis survey and Kano analysis were conducted after the consumer acceptance test. Results were evaluated by 2-way ANOVA and multivariate analyses. Declared fat content and brand influenced overall liking and purchase intent for chocolate milks to differing degrees. A subsequent conjoint analysis (n = 250) revealed that fat content was a driver of choice for purchasing chocolate milk followed by sugar content and brand. Brand name was less important for purchase intent of chocolate milk than fat or sugar content. Among fat content of chocolate milk, 2 and 1% fat level were most appealing to consumers, and reduced sugar and regular sugar were equally important for purchase intent. Kano analysis confirmed that fat content (whole milk, 1, or 2% fat chocolate milk) was an attractive attribute for consumer satisfaction, more so than brand. Organic labeling did not affect the purchase decision of chocolate milk; however, Kano results revealed that having an organic label on a package positively influenced consumer satisfaction. Findings from this study can help chocolate milk producers as well as food marketers better target their product labels with attributes that drive consumer choice of chocolate milk.     

Consumer insights on prepackaged Cheddar cheese shreds using focus groups,conjoint analysis,and qualitative multivariate analysis

This study established attractive attributes and drivers of purchase for prepackaged Cheddar cheese shreds. Seven focus groups of Cheddar cheese shred consumers (n = 61) were conducted to probe consumer beliefs regarding packaging, ingredients, label claims, and applications of prepackaged Cheddar cheese shreds. Subsequently, an online survey was developed utilizing the key attributes from the focus groups. The survey (n = 1,288) included maximum difference scaling, Kano questions, and adaptive choice-based conjoint analysis. Additionally, 9 different commercial Cheddar cheese shreds varying in color, shred thickness, brand, and price were selected for a follow-up qualitative multivariate analysis to gain further consumer insight on attribute importance. Consumers (n = 13) were provided with commercial packages of shreds to evaluate over a 4-week period. Consumers journaled their likes and dislikes after use of each cheese shred and subsequently participated in a final 2.5-h focus group and projective mapping exercise. Consumers placed highest importance on price, followed by nutrition claims, color, sharpness, thickness, and label claims. Four consumer clusters were identified from conjoint utility scores. One consumer cluster exhibited preference for value-added features such as nutrition claims and brand, and another consumer cluster placed importance on shred color, whereas the other 2 groups were driven primarily by price. The qualitative multivariate analysis results confirmed the focus group and survey results: meltability, orange color, lack of clumps, ability to reseal the bag, and desirable “Cheddar” flavor were also preferred Cheddar shred qualities.     

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.     

Labelling effects on consumer intention to purchase for soybean oil

The effect of some soybean oil label attributes on consumer intention to purchase was evaluated by using conjoint analysis. Four attributes with two levels each were chosen and manipulated. They were: brand name (familiar and unfamiliar), price (high and low), nutritional information (with and without cholesterol, and rich in vitamin E) and soybean type (with and without the term “transgenic”). A complete factorial design was used and 16 hypothetical soybean oil packages were created and evaluated by 144 consumers based on their intention to purchase. The term transgenic had a negative impact on the purchase intention of 76% of consumers, i.e., they declared an intention not to buy the transgenic soybean oil. Overall purchase intention was affected by price, with the low priced oils obtaining a higher purchase intention.     

Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones

To better understanding the consumer choice of functional foods, a choice-based conjoint study was carried out to investigate the influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Four attributes were considered in the conjoint study: type of yogurt (regular, enriched with antioxidants and enriched with fibre), brand (national familiar, national unfamiliar, and foreign familiar), price (low, regular and high) and claim (with and without ‘reduced disease risk’ health claim). Eighteen choice sets, each composed of three stimuli (regular yogurt, enriched with antioxidants and enriched with fibre and varying the brand, price and claim levels) were evaluated by 103 consumers. For each choice set, consumers had to indicate which yogurt would normally buy. A questionnaire on consumer attitude towards health and nutrition was answered by participants after the choice task. Brand, price and health claims highly significantly affected consumer choice of functional yogurts. The relative importance of brand was similar to that of type of yogurt. Therefore, results suggested that non-sensory factors such as brand and price could have an important impact on consumer perception of functional foods. The impact of brand, price and health claims was affected by consumer interest in health issues.     

Dry matter content and fruit size affect flavour and texture of novel Actinidia deliciosa genotypes

BACKGROUND: Previous studies with commercial kiwifruit cultivars have demonstrated that the taste of fruit with higher dry matter content (DM) is more liked by consumers. A unique replicated trial of kiwifruit genotypes (10 high/low DM × small/large‐fruited genotypes) has provided an opportunity to consider how the genetic propensity for a kiwifruit to accumulate DM affects fruit flavour and texture. In the present study, eating‐ripe fruit from each of the genotypes were assessed using a trained sensory panel and the relationships between these sensory attributes and fresh weight, DM, flesh firmness and soluble solids content (SSC) were explored. RESULTS: The genotypes provided a diversity of flavour and texture attributes, each of which varied in perceived intensity of the sensory experience. High‐DM genotypes had higher SSC and were perceived as sweeter than low‐DM genotypes. Sweet taste was closely associated with the perception of the tropical flavour and high‐DM genotypes were found to have more tropical notes. Fruit size was associated with fruit texture, and small fruit were characterised by a firmer and more fibrous core. Large high‐DM fruit were perceived as juicier than those of all other genotypes. CONCLUSIONS: Genotypes were perceived differently from one another, and differences in fruit size and DM content were reflected in fruit sensorial properties. This study is unique in demonstrating interactions between fruit size, DM and sensory properties. These findings could be relevant not only to kiwifruit but to fruiting crop breeders in general, because of the demonstrated potential for effects of fruit size and DM content on sweetness, flavour and fruit texture. Copyright © 2010 Society of Chemical Industry     

The influence of involvement on purchase intention for new world wine

Understanding the ways in which consumers’ involvement levels influence how they use different cues to make purchase decisions has been a topic of research for several decades. This study, which provides a specific extension to the more general study by Lockshin et al. [Lockshin, L., Wade, J., d’Hauteville, F., & Perrouty, J. P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3–4) 166–178] examines the moderating effects of wine product involvement and wine purchase involvement on wine purchase decisions. A sample of 187 New Zealand regular wine consumers participated in a conjoint experiment using the variety New Zealand Sauvignon Blanc. The product stimuli were defined by three attributes: (i) presence/absence of region of origin information, (ii) price level, and (iii) presence/absence of a price discount. Purchase intention ratings, which were analysed using multiple regression and non-parametric bootstraps, suggested that the cue pertaining to information about region of origin was more important for consumers high in product involvement and purchase involvement than for consumers with low levels of involvement. There was also some evidence to suggest that consumers who are high in product involvement place less importance on price and, that consumers who are low in purchase involvement place greater importance on price discounts.     

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.     

Identifying Key Attributes for Protein Beverages

This study identified key attributes of protein beverages and evaluated effects of priming on liking of protein beverages. An adaptive choice‐based conjoint study was conducted along with Kano analysis to gain insight on protein beverage consumers (n = 432). Attributes evaluated included label claim, protein type, amount of protein, carbohydrates, sweeteners, and metabolic benefits. Utility scores for levels and importance scores for attributes were determined. Subsequently, two pairs of clear acidic whey protein beverages were manufactured that differed by age of protein source or the amount of whey protein per serving. Beverages were evaluated by 151 consumers on two occasions with or without priming statements. One priming statement declared “great flavor,” the other priming statement declared 20 g protein per serving. A two way analysis of variance was applied to discern the role of each priming statement. The most important attribute for protein beverages was sweetener type, followed by amount of protein, followed by type of protein followed by label claim. Beverages with whey protein, naturally sweetened, reduced sugar and ≥15 g protein per serving were most desired. Three consumer clusters were identified, differentiated by their preferences for protein type, sweetener and amount of protein. Priming statements positively impacted concept liking (P < 0.05) but had no effect on overall liking (P > 0.05). Consistent with trained panel profiles of increased cardboard flavor with higher protein content, consumers liked beverages with 10 g protein more than beverages with 20 g protein (6.8 compared with 5.7, P < 0.05). Protein beverages must have desirable flavor for wide consumer appeal.     

An attribute prioritization-based segmentation of the Chinese consumer market for fruit juice

Despite the enormous opportunity that the Chinese market provides for exporting companies in the food and beverage industry, little research has considered Chinese consumer decision making processes surrounding these products. This study provides an empirical investigation into how Chinese consumers prioritize extrinsic product attributes (brand, nutrition content claim, ingredient label, shelf-life, price, and manufacturing country) when making their fruit juice purchase decisions. The study illustrates that consumer decision making processes are culturally embedded by presenting a comparison of the study’s findings with the more prevalent Western-based literature on consumer decision making processes.A choice-based conjoint survey was administered to 645 Chinese participants in Hangzhou, China using the internet-based software 1000Minds. Three consumer segments were identified through cluster analysis: Health Conscious, Premium Product, and Long Product Shelf-life. The Health Conscious segment wants natural and nutritious fruit juices that have a well-known brand. The Premium Product segment is willing to pay higher prices for imported fruit juices. Compared to the other two segments, the Long Product Shelf-life segment prefers lower priced and extended shelf-life fruit juices that are more convenient to store and consume. While the three clusters were similar in their preferences for the fruit juice attributes and levels, they differed in the rank order of the attributes. These findings highlight the importance of how extrinsic product attributes are traded off by Chinese consumers when making their fruit juice purchase decisions.The identification of these Chinese consumer segments provides juice manufacturers better knowledge on the market opportunities in China and strategic guidance for effective positioning, packaging, labeling, and pricing of fruit juices. This attribute prioritization-based segmentation for the Chinese consumer market is novel and thus provides strong implications for the fruit juice industry. In addition, this paper also makes a novel academic contribution to the Chinese consumer decision making literature on food and beverage products.     

Consumer perception of ice cream and frozen desserts in the “better-for-you” category

The consumption of ice cream and frozen desserts in the “better-for-you” (BFY) category has grown rapidly over the past few years, even as traditional ice cream sales remain stagnant. To better understand consumer preferences within the BFY category, an online survey (n = 1,051) was conducted with ice cream and frozen dessert consumers, followed by consumer acceptance testing of commercial BFY frozen dairy desserts. Consumers of BFY frozen desserts (n = 578) completed an adaptive choice-based conjoint survey and MaxDiff exercise to identify the attributes that drive purchase of BFY frozen desserts. MaxDiff exercises were also used to determine which attributes all frozen dessert consumers (n = 1,051) perceived to make a frozen dessert BFY and which stabilizers or emulsifiers were most attractive on an ice cream or frozen dessert label. Subsequently, a consumer acceptance test (n = 186) was conducted using 4 commercial vanilla-flavored frozen dairy desserts made with different sweetening systems (sugar, sucralose + acesulfame K, monk fruit + allulose, and stevia + erythritol). Half of consumers were primed or informed with the sweeteners and basic nutritional information for the frozen desserts before tasting, and the other half of consumers evaluated samples blinded, where they were only informed that they were tasting a vanilla-flavored frozen dessert. Sweetener type and base (dairy vs. plant) were the most important attributes to BFY consumers when selecting a BFY frozen dessert (n = 578). For all ice cream and BFY dessert consumers (n = 1,051), sweetener-related claims (naturally sweetened, reduced sugar, no added sugar), along with “all natural” and a short ingredient list, were the top attributes that contributed to perception of a “healthier” frozen dessert. When BFY frozen desserts were tasted by consumers, purchase intent decreased after tasting, suggesting that frozen desserts made with natural non-nutritive sweeteners did not meet consumer expectations. Flavor of BFY frozen desserts remains more important than perceived healthiness. Consumers perceive frozen desserts, even those in the BFY category, as an indulgence. Frozen dessert manufacturers should focus on naturally sweetened, dairy-based desserts with minimal sweetener-related flavor defects when designing products for the BFY category.     

Influence of purchase place and consumption frequency over quality wine preferences

In this study, conjoint analysis is used to determine the relative importance of a set of attributes which influence purchase decision of quality wine: Designation of Origin (D.O.), type of wine, price and occasion. We have considered two different purchase places (restaurants and retailers) and three segments that differ in consumption frequencies (habitual, occasional and sporadic). Significant differences have been found in preference structures between purchase places and among segments. On the one hand, consumers are specially price conscious in restaurants where formal occasions are more valued. On the other hand, the higher consumption frequency is, the lower D.O. and relative price importance is. The type of wine, therefore, acquires greater importance.     

Impact of nutritional claims on consumer preferences for bread with varied fiber and salt content

High consumption of bread provides a lot of salt, but it can also provide a lot of fiber to the diet. The use of labels on bread could encourage consumers to choose bread with improved nutritional value, i.e., with reduced salt and increased fiber content. The aim of the study was to explore the impact of the different nutritional information on preferences regarding bread (wheat plain roll) with reduced sodium content and bread enriched with fiber. The survey was carried out among a group of 330 adult consumers in 2015 in the southern part of Poland. The conjoint analysis design included four product attributes – two nutritional claims (“Low salt content” and “Source of dietary fiber”), fiber content, and salt content. The mean part-worth utilities of individual product attributes and the relative importance of attributes within the sample were calculated using SAS procedures. Next, cluster analysis, based on the individual utilities, was undertaken to identify groups (clusters) of consumers with similar preferences. Salt content had higher relative importance for the participants in comparison with both claims, while the relative importance of dietary fiber content was the lowest. The relative importance of both nutritional claims was almost equal, namely 25.5% for the fiber claim and 25.4% for the salt claim. The results of cluster analysis showed strong heterogeneity in consumer reactions to the attributes of the tested product. To conclude, providing information about the salt and fiber content of bread is necessary to encourage a healthy choice, but the claims placed on bread packaging seem to be insufficient as they contribute to the avoidance of the product. Increasing consumer awareness of nutrition claims of foods is required.