Sensory segments in preference for plain chocolate across Belgium and Poland

Abstract

The aim of this study is to compare consumers' preference for plain chocolate in Belgium and Poland. The proposed model of affection-related chocolate choice (MARCC) takes into account three factors: affective dimension, culture and demographics. The affective dimension is a core of the current research and demographics are restricted to the target group. The influence of culture was investigated (Januszewska, Viaene & Verbeke, 2000. Market segmentation for chocolate in Belgium and Poland. Journal of Euromarketing, in press) and five personality segments were found. The relationship to these segments is shown throughout this paper. The research is based on an experimental design according to which a set of 13 plain chocolates was manufactured. The market survey was conducted in the north, the south and in the capitals of both countries. Respondents evaluated their preference towards plain chocolate, the perception of an ideal level of sensory attributes, the expected and the actual liking of the chocolate. The current, self-declared hunger and mood states were recorded. Behavioural measures included the frequency, the consumption amount, and the preferred chocolate varieties. Each respondent judged four chocolates among which there was a central point sample (CP). This sample represented the medium level of sugar and cocoa components among all experimental samples in four contexts. The chocolates were presented within four completely balanced blocks that were designed to keep the order of presentation under strict control. Data evaluation by descriptive (means, standard deviations, cross-tabulation), factor, cluster and discriminant analysis was implemented. Results are presented in five steps. First, the CP sample is most liked in all contexts independent of consumers' country of origin, gender or personal characteristics. Second, a clear separation of the overall liking from the sensory directionals is observed. Third, consumers are classified in four sensory segments. Fourth and fifth, these segments are analysed to reveal groups of respondents who emphasise different sensory attributes of plain chocolate. It may be concluded that the MARCC model helps to gain information about the sensory segments in relation to the personality of respondents.