Understanding consumers’ perceptions of product quality for lighter dairy products through the integration of marketing and sensory information

Abstract

Marketing research can subjectively measure consumers’ perceptions of a product's extrinsic attributes such as its price, packaging and the product's image. Sensory analysis can objectively measure a product's intrinsic attributes such as its flavour, texture and aroma. This research identified the extrinsic and intrinsic attributes that determined consumer preferences for a range of dairy products. Six focus groups revealed that consumers had negative perceptions towards the attributes of lighter dairy products. Descriptive Sensory Analysis was used to profile the sensory characteristics of full-fat and lighter dairy products. Preference Mapping and Hierarchical Cluster Analysis were used to identify clusters of consumers with similar preferences for dairy products. End-users had higher preferences for lighter milks and strawberry yoghurts, than lighter Cheddar-type cheeses. This research illustrated how an integrated market and sensory analysis methodology determined consumer preferences for lighter foo...