Clusters Of Consumers Research Articles

Consumer choices of pork chops: Results from two Canadian sites

Digital photographs of 16 pork chops were each modified to give 16 treatments: two levels each of fat cover, colour, marbling and drip (256 images in total). Consumers from two Canadian provinces, Quebec (248) and Alberta (805), selected their preferred chop from 16 treatments in different chops and repeated this selection process eight times from different groups of chops. Representative sub-panels of 200 consumers from each province were selected to facilitate comparison. Colour and fat cover were the most frequently chosen characteristics. The three preference-based clusters of consumers showed no correlation with the socio-demographic-based clusters, but did show a significant influence of survey location; the cluster preferring dark red, lean pork had a higher proportion (61%) of consumers from Alberta than Quebec, whereas the two clusters preferring light red pork had higher proportions of Quebec consumers (about 56% each). These preferences suggest that a more extensive Canadian study is warranted.

Sensory Quality of Fresh French and Dutch Market Tomatoes: A Preference Mapping Study with Italian Consumers

Sensory properties are important elements to evaluate the qualities of vegetable products and are also determinant factors in purchasing decision. Here we report the Italian results of a preference mapping study conducted within a larger European project with the aim of describing the preferences of European consumers in regard to the diversity of traditional and modern tomato varieties, available on the market. This study has allowed the assessment of fruit quality at 3 levels: objective description of sensory properties, consumer preference tests, and physicochemical measurements. A set of 16 tomato cultivars, with different fruit sizes and shapes, was described and classified according to 18 sensory attributes including flavor, appearance, and texture characteristics. The same cultivars were evaluated by 179 consumers in a "preference mapping" experiment with the goal of identifying the preferred varieties and the reasons for the choice. The consumer data are referred to hedonic ratings (aspect liking and overall liking), familiarity for the analyzed cultivars, and individual features collected by a questionnaire. A hierarchical analysis of the clusters allowed to distinguish, within the sampled Italian consumers, 4 segments with different preferences which represented 19%, 25%, 41%, and 15% of the population, respectively. A partial least square regression model allowed the identification of the sensory attributes that best described consumer cluster preferences for tomato cultivars. Both texture and flavor descriptors were important drivers of consumer preferences, but the relevance (predictive value) of individual descriptors to model tomato liking was different for each consumer segment. Information on demographic and behavioral characteristics, usage habits, and factors relevant for purchasing were also provided on the 4 groups of consumers.

Consumer acceptability, sensory properties and expert quality judgements of Australian Cabernet Sauvignon and Shiraz wines

Background and Aims: This study aimed to determine what sensory attributes most drive consumer and expert acceptance for Cabernet Sauvignon and Shiraz wines. Methods and Results: The sensory attributes of a set of commercial wines were quantified by a trained panel. A subset was assessed blind for liking by 203 consumers and for quality by 67 winemakers. For the total group of consumers, wines with low levels of ‘bitterness’, ‘hotness’, ‘metallic’, ‘smoky’ and ‘pepper’ were preferred. In addition, four consumer clusters were identified, each with different sensory drivers of preference, with the attributes ‘red berry’, ‘floral’, ‘caramel’ and ‘vanilla’ aroma, ‘acidity’, ‘green’ flavour and astringency being of importance in distinguishing the different clusters' acceptance scores. The winemakers' quality scores had little relationship with consumer response, although both groups gave low ratings to wines with Brettanomyces-related flavour. Conclusions: A relatively small set of sensory attributes were of greatest importance to consumer liking, and these generally dominate varietal differences. Winemakers' quality concepts do not closely align with those of the consumers. Significance of the Study: This study identifies sensory properties of red wines which could be maximised as well as those which should be reduced, allowing producers to better meet consumers' preferences.

Clustering Consumers on the Basis of Attitudinal Variables

There are various factors that have brought a perceptible shift in consumer behaviour today. One of the important factors is heavy use of consumer promotions to sell the products. Sales promotion offers are therefore intricately linked to the dynamics of consumer behaviour. It is thus important to develop new classification of consumers in relation to their affinity towards the promotions, which will help in formulating more accurate and effective promotional strategies. This study has been conducted with a view to provide an insight into the different categories of consumers based on certain attitudinal variables like purchase behaviour (planned vs. unplanned), affinity towards promotional offers (promotion proneness) and attractiveness of various categories of promotion offer (attractiveness). A total of 29 attitudinal variables are used to study the consumer patterns. Cluster Analysis is the tool used to find out the number of consumer clusters using SPSS package. Finally, four types of customers have been identified which are ‘Disciplined Promotional Diehards’, ‘Promotional Freaks’, ‘Promotional Sophists’, and ‘Offer Savvy Systematic Shoppers.’ The effort is to define these categories of customers and bringing out distinguishing characteristics in each.

군집분석 비교 및 한우 관능평가데이터 군집화

자발적인 군집을 유도하는 다변량 통계기법으로 널리 사용되는 군집분석은 데이터에 기반한 탐색적 방법으로 쓰이며 군집원칙에 따라 여러 가지 방법이 제안되어 왔다. 또한 군집화된 결과에 대하여 유효성을 측정하는 측도도 다양한방법이 개발되었다. 본 연구에서는 계층적 군집분석 방법으로 최장연결법과 Ward의 방법, 비계층적 군집분석 방법으로 K-평균법 그리고 확률분포정보를 활용한 모형기반 군집분석방법을 이용하여 모의실험으로 군집분석을 실시하고 군집유효성 측도로는 연결성, Dunn 지수, 실루엣을 구하여 각 군집방법에 대해 유효성을 비교한다. 또한, 한우 관능평가 데이터에 군집분석을 적용하여 최적의 군집 상황을 구하고자 한다. Cluster analysis is the automated search for groups of related observations in a data set. To group the observations into clusters many techniques has been proposed, and a variety measures aimed at validating the results of a cluster analysis have been suggested. In this paper, we compare complete linkage, Ward's method, K-means and model-based clustering and compute validity measures such as connectivity, Dunn Index and silhouette with simulated data from multivariate distributions. We also select a clustering algorithm and determine the number of clusters of Korean consumers based on Korean consumers' palatability scores for Hanwoo bull in BBQ cooking method.

Sensory Properties and Consumer Perception of Wet and Dry Cheese Sauces

Flavor and texture lexicons and consumer perception for 2 cheese sauce categories, wet and dry, were determined and compared. Commercial and prototype, as well as homemade, wet (n = 24) and dry cheese sauces (n = 14) were evaluated by a trained descriptive panel (n = 9). Consumer acceptance testing was conducted on representative wet sauces (10) and dry sauces (8) on different days (n = 122 consumers each day). Cheese sauces were served over pasta for consumer testing. Univariate and multivariate statistical analyses were used to evaluate the collected data. Flavor and cheese flavor liking were highly correlated with overall liking for both wet and dry sauces. Salty taste was a key driver of liking for both cheese sauce categories. Flavor attributes of wet sauces that contributed most to higher acceptance were beefy/brothy, sweet/caramelized, and free fatty acid. Liking of dry sauces was driven by Alfredo sauce specific flavors such as onion/garlic and herbal for 2 of the consumer clusters, but beefy/brothy and free fatty acid were drivers for the traditional macaroni and cheese consumers. The impact of color/appearance and texture attributes had only a minor influence on consumer liking. By knowing what drives liking in wet and dry cheese sauces, researchers and product developers can more easily develop cheese sauces that appeal to all categories of consumers.

Segmenting consumers for food defense communication strategies

PurposeIn the light of lessons learned from recent disasters (The London subway bombings, and Hurricane Katrina), it has become increasingly clear that supply chain partners as well as government agencies need to be prepared to communicate effectively to consumers and customers before, during and after a disaster. Effective communication can minimize confusion and harm to company reputations, to consumers, the economy and the nation. Incorporating consistent communications into supply chain management (SCM) plans used by all parties in the supply chain will enhance competitiveness of the whole chain and speed recovery from potentially disastrous events. Findings from a national survey of consumer's attitudes about terrorism provide information about the development of targeted and effective communications.Design/methodology/approachBased on a survey of more than 4,000 US consumers, this study used “predictive segmentation” which consists of a canonical factor analysis relating general consumer attitudes and values to their more specific fears and concerns about terrorism. A clustering of consumers then identifies six diverse consumer segments providing a framework for the development of communication strategies.FindingsResults from this study demonstrate that people can be grouped based on their general attitudes and values in such a way that their diversity can be captured in a simple framework of segments each reflecting striking differences in the level of concern over potential terrorist attacks.Practical implicationsGuidance is offered for the development of communication strategies based on the information needs and media behavior of each consumer segment to mitigate the impact of a potential terrorist attack or catastrophic food safety breaches. It provides practical and logical extension of former studies that suggest incorporating consumers, attitudes into SCM and business continuity plans.Originality/valueThis study leverages a common and proven marketing research approach – segmentation – used in private industry for the marketing of goods and service. It applies this method to defining segments of consumers based on their attitudes and concerns about terrorism that will be useful in supply chain communication management.

The Irish wine market: a market segmentation study

PurposeThe Irish wine market has experienced unprecedented growth in the last 15 years; drivers of growth include increased affordability and accessibility of wine and improved branding. The purpose of this paper is to examine how the Irish wine market may be meaningfully segmented for successful brand positioning.Design/methodology/approachThis research adopts a lifestyle segmentation approach by linking lifestyle values, product attributes and buying and consumption patterns. The primary research is descriptive in design, employing a self‐administered questionnaire to collect quantitative data on wine consumer behaviour. Efforts made to ensure a highly representative sample included choosing a large sample size, administering the questionnaire in a range of outlets, and gathering information from wine drinkers with wide ranging involvement levels.FindingsThe research identifies three clusters of wine consumers: casual wine buyer, value seeking wine buyer, and wine traditionalist. Together, the clusters provide an insight into consumers' behaviour. The high correlation of statistics from this research with those of The Wine Development Board suggests the data findings are representative of the population.Research limitations/implicationsA limitation of adopting a behavioural basis in conducting the segmentation is the highly descriptive nature of the resulting data. Examining behaviours give an insight into how consumers act, but fails to take into account the underlying motivations and rationale for consumer actions. The use of more complex segmentation bases, such as value systems and lifestyles may yield a richer understanding of the Irish wine consumer.Originality/valueThe profiles provide wine marketers with an insight into Irish wine consumer behaviour. The demographic information and the buyer behaviour data provide marketers with points of access to their target market. Brand positioning can be improved by ensuring the brand communicates and emphasises the product attributes, which the targeted segments value the most when choosing wine.

Linking perception of health‐promoting food attributes to tangible product characteristics

PurposeThe aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective aspects of food products.Design/methodology/approachA total of 344 respondents completed a questionnaire with propositions about product perception and health opinions. Distinct meal components of a traditional Dutch meal were chosen to make the research results applicable in product development.FindingsA total of four clusters of consumers emerged: with an unconventional definition of health; with no interest in health; feeling healthy; and having health problems, with sample percentages of 21, 10, 50 and 18, respectively.Originality/valueThe study provides insight in the transformation (selection and formulation) of consumers' terminology related to health into attributes, ingredients and affective aspects of products for groups of consumers with a different definition of health.

Enhancing retail services: an empirical investigation

Researchers have shown that there is a relationship between the retail environment and revenue in retail and service outlet stores, satisfaction, and product selections and evaluations. A consumer's retail experience is affected by their emotional states, retail store attributes, and parking facilities. The purpose of the present study is to identify those factors likely to negatively affect retail patronage. Focus group interviews identified eleven attributes likely to evoke negative patronage. A survey instrument was developed and randomly administered via mall intercept. Three consumer clusters were produced; respondents comprising the first cluster appear to be more sensitive to personnel related issues while respondents comprising the second and third clusters appear to have diminishing levels of sensitivity to product related issues. The results of the study suggest the areas of potential concern to which retail management should develop proactive strategies. Finally, implications and directions for future research are discussed.

Are Comparisons of Consumer Satisfaction With Providers Biased by Nonresponse or Case-Mix Differences?

Are Comparisons of Consumer Satisfaction With Providers Biased by Nonresponse or Case-Mix Differences?

THE ANALYSIS OF CUSTOMER SERVICE CHOICES AND PROMOTION PREFERENCES USING HIERARCHICAL CLUSTERING

ABSTRACT Many factors influence customers' menu preferences and influence the promotional strategies used to improve a restaurant competitiveness and long term sustainability. This research uses preference variables to form distinctive clusters of consumers that are loyal to a gourmet Japanese style chain restaurant. Using customers' menu selections over time, demographic attributes, and historical sales data, the store manager hierarchically groups customers. For the first level of segmentation, customers are clustered based on frequency of visits and dining expenditures. Secondly, K-means clustering is used to analyze each sub-segment based on menu choice preferences. Given these results, the restaurant provides customized coupons and price discounts for each customer based on their previous preferences and behaviors. The study demonstrates an effective means to better manage and promote complex menu selections in a chain store or franchise restaurant environment.

Consumer Preferences for Mild Cheddar Cheese Flavors

Flavor is an important factor in consumer selection of cheeses. Mild Cheddar cheese is the classification used to describe Cheddar cheese that is not aged extensively and has a "mild" flavor. However, there is no legal definition or age limit for Cheddar cheese to be labeled mild, medium, or sharp, nor are the flavor profiles or flavor expectations of these cheeses specifically defined. The objectives of this study were to document the distinct flavor profiles among commercially labeled mild Cheddar cheeses, and to characterize if consumer preferences existed for specific mild Cheddar cheese flavors or flavor profiles. Flavor descriptive sensory profiles of a representative array of commercial Cheddar cheeses labeled as mild (n= 22) were determined using a trained sensory panel and an established cheese flavor sensory language. Nine representative Cheddar cheeses were selected for consumer testing. Consumers (n= 215) assessed the cheeses for overall liking and other consumer liking attributes. Internal preference mapping, cluster analysis, and discriminant analysis were conducted. Mild Cheddar cheeses were diverse in flavor with many displaying flavors typically associated with more age. Four distinct consumer clusters were identified. The key drivers of liking for mild Cheddar cheese were: color, cooked/milky, whey and brothy flavors, and sour taste. Consumers have distinct flavor and color preferences for mild Cheddar cheese. These results can help manufacturers understand consumer preferences for mild Cheddar cheese.

Measuring consumer's willingness to pay for organic and Fair Trade products

AbstractPrevious research has extensively studied consumer's environmental and social concerns. However, measuring the value of the environmental or social dimension of a product remains a challenge. This paper proposes to partially fill this gap by measuring the double ‘Fair Trade and organic’ labels' value using an experimental method – the Becker‐DeGroot‐Marschak's mechanism. Two ‘organic and Fair Trade’ and two conventional chocolate products were tested on a sample of 102 consumers. Results show that organic and Fair Trade labels increase consumers' willingness to pay, and allow the identification of three consumers clusters. The first cluster represents people insensitive to the label. For the second cluster, the ‘organic and Fair Trade’ labels' influence on the improving image of the products is positive and important. And finally, for the third cluster, the valuation of the ‘organic and Fair Trade’ label is determined by the product's taste. Our research contributes to a better understanding of consumers' valuation of Fair Trade and organic labels, leading to our conclusions, which offer managerial implications with respect to this market (importance of taste and usefulness of double labels).

Differences in fruit colour development, anthocyanin content, fruit quality and consumer acceptability of eight ‘Gala’ apple strains

The effect of strain on fruit colour development, chromaticity values and anthocyanin content, fruit quality and consumer acceptance was evaluated on eight ‘Gala’ apple strains ( Malus domestica Borkh.) at the IRTA (Spain), during a period from 4 weeks before to 1 week after commercial harvest. Based on fruit colour, measured with a Minolta CR-200 portable tristimulus colorimeter, and anthocyanin content, the most coloured strains were ‘Royal Beaut’, ‘Buckeye Gala’ (both semistriped) and ‘Ruby Gala’ (blushed). ‘Brookfield’ and ‘Schniga’ (both striped) provided an intermediate level of colour, while ‘Galaxy’ and ‘Mondial Gala’ (both striped) were the least coloured ones. The most important increase in colour development was recorded from 2 weeks before the commercial harvest and continued also increasing after harvest. Highly coloured strains developed a red colour on both fruit sides with greater average of fruit surface coloured, while the less coloured strains exhibited different colouration between sides, more bicolour fruits and lower average of fruit coloured. Fruit size and yield were, in general, the same for all strains. Instrumental fruit quality parameters along the different harvest date: fruit firmness, soluble solids content (SSC), titratable acidity (TA), and starch index were similar for the different cultivars. Differences in fruit colour/anthocyanin content were not related to differences in fruit quality parameters of different strains. Thus, ripening time was not related to the degree of fruit colour. Principal component analysis of the samples characterized by all the variables showed a chronological distribution along the first principal component PC1, indicating different maturity stages. Internal preference mapping showed three consumer clusters and indicated that the largest number of consumers preferred samples harvested at commercial harvest or 2 weeks before this date. We also observed a clear influence of maturity stage on consumer acceptance but there was no clear influence with respect to strain.

Consumer Behavior Characteristics Related to Clothing Involvement

【The purpose of this study is to identify different consumer clusters based on clothing involvement and to examine the differences in consumer characteristics related to clothing purchasing. As consumer behavior characteristics, this study included visiting purpose of Internet shopping malls, purchasing situation, consumer confidence, and clothing satisfaction. Data were gathered by surveying university students living in Seoul metropolitan area using convenience sampling, and 321 questionnaires were used in the statistical analysis. In analyzing data, cluster analysis and one-way ANOVA were conducted. The cluster analysis identified four different consumer clusters, and there were significant differences in the consumer behavior characteristics among the four clothing involvement clusters.】

Partitioning methods outperform hierarchical methods for clustering consumers in preference mapping

In preference mapping, mean liking scores of the products often appear to be the resultant of diverging opinions that need to be summarized with a small number of homogeneous consumer clusters. For doing so, the common practice of most consumer research agencies is to use hierarchical clustering methods. The objective of this work is to compare this common practice with partitioning methods (e.g. k-means clustering) that we generally apply. These comparisons are made on actual Nestlé studies and on simulated datasets. For actual studies, methods are compared according to four indexes measuring the compactness and the separation of the clustering. For simulated data, the methods are compared on their ability to recover the a priori defined clusters. Results show that common partitioning methods like k-means outperform hierarchical methods for clustering consumers in preference mapping.

Consumer Attitudes Toward Advertising in Bulgaria and Romania

The paper explores demographic impacts on consumer attitudes toward advertising, perceived social and economic effects of advertising, and personal uses of advertising in the context of Bulgaria and Romania. Drawing on data from consumer surveys conducted in the major urban areas of the two countries, the study conceptualizes an extended version of Pollay and Mittal's model of beliefs and attitudes toward advertising. It tests a comprehensive range of attitudes toward the institution of advertising and instruments of advertising in each country. Findings confirm that men, elderly consumers, and those with higher levels of education of the whole sample hold less favorable attitudes toward advertising. Four clusters of consumers have been identified in both Bulgaria and Romania based on the attitudes, personal uses, and perceived effects of advertising as well as attitudes toward the economy and society. These clusters have value in tailoring advertising messages and appeals, and targeting strategies in the emerging markets of Bulgaria and Romania.

CONSUMER PERCEPTION OF WHEY AND SOY PROTEIN IN MEAL REPLACEMENT PRODUCTS

ABSTRACT Meal replacement products including protein bars, shakes and powdered drinks have increased in demand and sales. The objective of this study was to assess the consumer perception of protein content and type and product claims for meal replacement beverages and bars. The impact of exercise frequency on product perception was also investigated. Focus groups were conducted with exercisers and nonexercisers. An adaptive conjoint analysis survey was subsequently developed and conducted (n = 138 consumers, ages 18–35 years). Relative importance of product attributes was determined through a realistic trade‐off scenario. Utility scores were extracted and rescaled by the zero‐centered differences method, and two‐way analysis of variance was conducted to identify the differences between exercise frequency and product attributes. Both groups preferred bars to beverages, and no clear preferences were observed for protein type, which was consistent with focus group results of low knowledge/understanding of specific proteins. All respondents valued the products with low‐fat/fat‐free, calcium, all‐natural, protein, vitamin/mineral, heart health and muscle‐building claims. Exercisers viewed muscle‐building claims as more important than nonexercisers. Nonexercisers viewed heart health, calcium and vitamin/mineral claims as more important than exercisers. Three distinct consumer clusters were identified, and both exercise groups were found in all three clusters, although exercise frequency influenced membership in two of the three clusters (P < 0.05). These findings can be used to develop and market meal replacement products to specific consumer groups while leveraging their specific and unique needs.PRACTICAL APPLICATIONSConjoint analysis provides a useful model of how consumers think during the purchase process and an understanding of the motivation for purchase through the testing of possible claims or product attributes. By applying this method to the purchase process of meal replacement bars and beverages, those in the field of development of these products can benefit from this information by being able to understand the motivation for purchase by the targeted consumer.

Shopper age and the use of self‐service technologies

PurposeThe purpose of this paper is to investigate the effect of shopper age on attitudes toward and use of retail self‐service technology (SST). The age variable has received relatively little attention in the literature.Design/methodology/approachQuestionnaire responses from three age groups are compared. Also, cluster analysis is used to group subjects based on similarity in attitudes toward and use of SST.FindingsCompared to younger consumers, older consumers had experience with fewer types of SSTs, less confidence in using SST, reported missing human interaction to a greater degree, used self‐checkout less often when the option was available, were less willing to pay a premium for express checkout, and were more likely to attribute a corporate self‐interest for the introduction of SST. For the total sample of 718 subjects, 40 percent reported using store self‐checkout 15 percent of the time or less when the option was available. Only 25 percent of subjects reported using automated store checkout on more than half of their shopping occasions.Research limitations/implicationsOnly eight types of SST were studied and only one technology was investigated in depth.Practical implicationsBased on the findings of this study, four managerial actions are recommended that may potentially increase traffic throughput at automated retail checkout.Originality/valueThis is believed to be the first study to find significant differences among age groups on multiple dependent variables associated with SST. Also, the identification of consumer clusters based on attitudes toward and use of SST may be novel.