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INCORPORATING TASTING INTO A CONJOINT ANALYSIS OF TASTE, HEALTH CLAIM, PRICE AND BRAND FOR PURCHASING STRAWBERRY YOGURT

INCORPORATING TASTING INTO A CONJOINT ANALYSIS OF TASTE, HEALTH CLAIM, PRICE AND BRAND FOR... ABSTRACT The objective of this research was to examine some considerations arising from incorporating tasting into a conjoint analysis procedure studying the effects of taste, brand, price and health claim on the buying intent for strawberry yogurt. Specifically, the considerations were: (1) whether people could remember the sensory qualities of the products tasted well enough to re‐identify them in a follow‐up test, and (2) whether their memory of their liking for the products was stable. Two hundred people who purchased and ate strawberry yogurt participated in a three‐part test session. Part 1) They tasted and rated their liking for three yogurt samples and either did or did not take notes on the sensory attributes of the yogurts. Part 2) They rated 27 mock yogurt labels representing 3 brands x 3 taste qualities x 3 prices x 3 health claims on a buying intent scale. Part 3) They rated their liking of the three yogurt samples either from memory or by retasting and they attempted to re‐identify the three yogurt samples. Taking notes improved the proportion of completely correct re‐identifications (75% vs 50%). Liking reratings from memory were as stable as liking reratings by retasting. Taste and health claim had the largest influence on buying intent; brand had little influence on buying intent. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Sensory Studies Wiley

INCORPORATING TASTING INTO A CONJOINT ANALYSIS OF TASTE, HEALTH CLAIM, PRICE AND BRAND FOR PURCHASING STRAWBERRY YOGURT

VICKERS, ZATA M.
Journal of Sensory Studies , Volume 8 (4) – Dec 1, 1993
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References (6)

Publisher
Wiley
Copyright
Copyright © 1993 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0887-8250
eISSN
1745-459X
DOI
10.1111/j.1745-459X.1993.tb00224.x
Publisher site
See Article on Publisher Site

Abstract

ABSTRACT The objective of this research was to examine some considerations arising from incorporating tasting into a conjoint analysis procedure studying the effects of taste, brand, price and health claim on the buying intent for strawberry yogurt. Specifically, the considerations were: (1) whether people could remember the sensory qualities of the products tasted well enough to re‐identify them in a follow‐up test, and (2) whether their memory of their liking for the products was stable. Two hundred people who purchased and ate strawberry yogurt participated in a three‐part test session. Part 1) They tasted and rated their liking for three yogurt samples and either did or did not take notes on the sensory attributes of the yogurts. Part 2) They rated 27 mock yogurt labels representing 3 brands x 3 taste qualities x 3 prices x 3 health claims on a buying intent scale. Part 3) They rated their liking of the three yogurt samples either from memory or by retasting and they attempted to re‐identify the three yogurt samples. Taking notes improved the proportion of completely correct re‐identifications (75% vs 50%). Liking reratings from memory were as stable as liking reratings by retasting. Taste and health claim had the largest influence on buying intent; brand had little influence on buying intent.

Journal

Journal of Sensory Studies – Wiley

Published: Dec 1, 1993

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