Children's Preferneces for Product Attributes of Ready-to-Eat Pre-Sweetened Cereals

Abstract

This study provides packaged goods manufacturers and marketing practitioners with an objective understanding of product attributes in the ready-to-eat (RTE) pre-sweetened cereal market which children consider important, influencing their cereal preference. Principle component factor analysis was used to investigate relationships of 23 product attribute variable descriptors. Collectively, eight factors accounted for more than 65 percent of the variability in chidlren's product preferences for RTE cereals. They are: Fun to Eat, Nutritious, Flavor (Honey & Fruit), Texture, Taste, Sense Stimulating, Appealing and Crunchiness. The eight factors can be viewed as sub-segments of the children's pre-sweetened RTE cereal market with each having its own unique mix of attributes. Knowledge of product attributes children deem most important influencing their cereal preferences will help marketers to develop more effective marketing programs for RTE cereals. Information obtained from this study will assist marketers in the development of related new products and when combined with techniques such as perceptual mapping, this research will help marketers to position cereal products in the RTE children's segment.