Comparing cross-cultural differences in perception of drinkable yoghurt by Chinese and New Zealand European consumers

Abstract

Deeper understanding of cultural influences is required to predict consumer preferences and choice of dairy products. Focus groups were performed in Beijing (China) and Palmerston North (New Zealand; NZ) to gain cross-cultural insights into consumer habits, sensory preference and influence of provenance for drinkable yoghurt. Key themes were identified using an interpretive coding approach. Chinese and NZ European consumers preferred sweet yoghurt, but expected intensities differed, particularly when related to sourness. Dairy flavour was an important sensory attribute for Chinese consumers, and expectations concerning strawberry flavour and thickness also differed between groups. Chinese consumers described health-related cultural behaviours regarding time and temperature of consumption. NZ provenance was associated with high-quality products by both cultural groups; however, Chinese consumers were concerned that transportation time to China could affect freshness and safety. This study emphasises the importance of understanding target market habits, sensory preferences and values for product development in culturally different markets.