Abstract
Digital photographs of 16 pork chops were each modified to give 16 treatments: two levels of each of fat cover, colour, marbling and drip, giving a total of 256 images. Consumers from three locations in France selected their preferred chop from 16 treatments in different chops and repeated this selection process eight times from different groups of chops. A questionnaire asking for socio-demographic information was completed. Colour and fat cover were the most frequently chosen characteristics. Thirty-nine per cent of consumers used two characteristics; 25% used one or three; 4% used all four; 7% made ‘inconsistent’ choices. The four clusters of consumers, based on their preferences, showed no correlation with the four socio-demographic-based consumer clusters, but did show significant links with marital status, ethnic origin, meat purchaser, cook, age and survey location. This novel choice system of within-consumer preference replication and image manipulation provides a sound basis for future consumer choice comparisons.
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