Abstract
Key driver analysis has long been used to identify important attributes that could positively or negatively contribute to product liking among target consumers. However, most studies focus only on how a desirable product should or should not be perceived, without considering when these perceptions dynamically occur during consumer interaction with the product. The objective of this study was to investigate drivers of liking with considerations of temporal descriptions collected from consumers having tasted full cans of four lemon-flavored carbonated alcoholic drinks at home. A total of 193 naïve consumers were asked to check all applicable items from a check-all-that-apply list among eight attributes during three periods of perception— “in mouth before swallowing,” “immediately after swallowing” and “aftertaste”—for three sips (1st, 4th, and 7th) of each can, using their own smartphones while tasting each drink at home. Drivers of liking were analyzed both with and without considering the temporality of the three periods. The results suggested that taking dynamic perceptions into account enables the capture of not only the drivers of liking at the precise moment of tasting, but also further details. The results also indicated that bitterness perceived in the mouth before swallowing and as an aftertaste negatively contributed to product liking, and that lemon aroma had the greatest positive contribution to product liking in the aftertaste period. These results suggest that “temporal drivers of liking by period” could add greater value for product development and marketing purposes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.