Does consumer preference exceed initially indicated wishes? The case of dessert topping

Acta agriculturae Slovenica

Aleš KUHAR¹  Katarina BOROVŠAK¹  Xavier GELLYNCK²  Sara De PELSMAEKER² 

[1] Univ. of Ljubljana, Biotechnical Fac., Dept. of Animal Science, Chair of Agricultural Economics, Policy and Law, Groblje 3, SI-1230 Domžale, Slovenia;Ghent Univ., Fac. Bioscience Engineering, Dept. Agricultural Economics, Div. Agri-Food Marketing & Chain Management, Coupure links 653, B-9000 Gent, Belgium

关键词: food;    new food products;    sweet topping;    Teran;    consumers;    sensory testing;    preference test;    hedonic test;    prototype optimization;   

DOI  :  10.14720/aas.2014.104.1.1

学科分类：农业科学（综合）

来源: Univerza v Ljubljani * Biotehniska Fakulteta / University of Ljubljana * Biotechnical Faculty

【 摘 要 】

Success of a new food product on the market is strongly related to how good that product is adapted to consumers’ preferences, wishes, expectations and needs. This paper shows the importance of consumer studies including consumer sensory tests for product prototype optimization on the case of an innovative sweet topping made from well-known Slovenian wine Teran. Empirical study was made combining two stages, first the exploratory qualitative research with focus groups and questionnaire and second a test for new food prototype with consumer sensory techniques. The results of the exploratory research were very encouraging and perceived market potential was substantial. However, when more precise and objective research techniques were applied, obtained managerial recommendation critically differ. Application of the consumer sensory tests, namely preference test and JAR (just about right) test, disconfirmed high expectations from the exploratory phase and showed that chocolate flavour is the main driver of liking the topping.

【 授权许可】

Unknown