Taste or health: A study on consumer acceptance of corn chips

Abstract

This study examined the relative contributions of taste and health considerations on consumer liking and purchase intent of corn chips. Eight types of commercial corn chips were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were analysed using factor analysis. Results revealed that purchase intent of corn chips was strongly related to degree of liking and to several key sensory attributes including saltiness, corn flavor and greasiness. These variables emerged as the first factor in the analysis, suggesting that consumers perceive these characteristics as being most important in their choice of corn chips. Factor 2 described a health dimension and was related to respondents' attitudes toward fat in the diet. Factor 3 comprised two remaining sensory attributes (color and crunchiness), which apparently were of minor importance to the respondents. These data suggest that in spite of current concern about reducing dietary fat, health remains secondary to taste in the selection of corn chips for consumers in this population.