Cristin-resultat-ID: 1243789
Sist endret: 11. august 2016, 10:32
NVI-rapporteringsår: 2016
Resultat
Vitenskapelig artikkel
2016

Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?

Bidragsytere:
  • Leticia Vidal
  • Lucía Antúnes
  • Ana Giménez
  • Paula Varela
  • Rosires Deliza og
  • Gaston Ares

Tidsskrift

Food Quality and Preference
ISSN 0950-3293
e-ISSN 1873-6343
NVI-nivå 1

Om resultatet

Vitenskapelig artikkel
Publiseringsår: 2016
Publisert online: 2015
Trykket: 2016
Volum: 47
Sider: 64 - 72
Open Access

Importkilder

Scopus-ID: 2-s2.0-84940791081

Beskrivelse Beskrivelse

Tittel

Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?

Sammendrag

In projective mapping tasks assessors create an overall representation of the similarities and differences among samples by relying on a process of synthesis for analyzing and processing sensory information. Individual differences in consumers’ information processing and preference patterns could strongly affect which sensory characteristics they consider more relevant for estimating similarities and differences among samples. Therefore, low-dimensional consensus configurations (obtained via MFA or GPA) may not represent the perception of some consumer segments. This could lead to inaccurate conclusions about consumers’ sensory perception of the products or at least to the loss of valuable information about the perception of some consumer groups. In this context, the aims of the present work were to explore consumer segmentation in projective mapping. Datasets from nine studies with 81–102 consumers were analyzed to explore consumers’ segmentation. Through applying hierarchical cluster analysis on consumers’ coordinates in the first four dimensions of the MFA, between 2 and 4 groups of consumers were identified in each study. Sample configurations and consumers’ descriptions strongly differed among the groups, indicating heterogeneity in the relative relevance they gave to the sensory characteristics of the samples for estimating the similarities and differences among samples. In all cases it was observed that the consensus configuration was highly similar to the configuration of one of the groups, which was not necessarily the larger but the one with the highest explained variance by the first dimension of the MFA. These results suggest the need to explore segmentation when analyzing data from projective mapping tasks, and to further study the relationship between consumers’ holistic perception of products and preference patterns.

Bidragsytere

Leticia Vidal

  • Tilknyttet:
    Forfatter
    ved Universidad de la República

Lucía Antúnes

  • Tilknyttet:
    Forfatter
    ved Universidad de la República

Ana Giménez

  • Tilknyttet:
    Forfatter
    ved Universidad de la República

Paula Alejandra Varela-Tomasco

Bidragsyterens navn vises på dette resultatet som Paula Varela
  • Tilknyttet:
    Forfatter
    ved Sensorikk, forbruker og innovasjon ved NOFIMA

Rosires Deliza

  • Tilknyttet:
    Forfatter
    ved Brasil
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