Studying Uruguayan consumers´perception of vegetable oils using word association.

Dublin Core

Título

Studying Uruguayan consumers´perception of vegetable oils using word association.

Tema

ACEITES VEGETALES
ACEITE DE OLIVA
COMPORTAMIENTO DEL CONSUMIDOR
BIBLIOGRAFIA NACIONAL QUIMICA
2010

Abstract

The proliferation of extra virgin olive oil produced in Uruguay makes necessary the study of Uruguayan consumers’ needs and expectations for olive oils. In this context, the aims of the present work were to gather information about consumers’ perception of olive oil and to compare those perceptions with those of common vegetable oils commonly found in Uruguayan market. A total of 168 consumers completed a word association task about five types of vegetable oil: olive oil, corn oil, sunflower oil, soybean oil and rice bran oil. Consumers were asked to write down the first four images, associations, thoughts or feelings that came to their minds when thinking of each of the oils. The different associations were grouped into eighteen categories and the frequency of mention of each of them was determined for each of the evaluated oils. The evaluated vegetable oils raised clearly different associations in consumers’ mind, suggesting that the personal constructs behind their consumption might differ. Olive oil was perceived as clearly different from the other oils and was described using categories such as Dressing, Good quality, Positive effect on health, and Positive feelings. On the other hand, soybean oil showed the opposite profile, being associated with the categories Bad quality, Price, Negative feelings. The other three oils were perceived as multipurpose common oils and were associated with categories such as Frying, Ingredient in food products, Nutritional content, Consumption occasions, Packaging material, Raw material, Appearance and Texture. Consumption frequency of olive oil strongly affected consumers’ associations of this product, suggesting the importance of familiarity and previous experiences with the product in determining consumers’ perception. The findings of this qualitative study provide a valuable insight for developing marketing strategies for promoting the consumption of olive oil among Uruguayan consumers.

Autor

Dauber, Cecilia
Ellis, Ana Claudia

Fuente

Brazilian Journal of Food Technology 6ºSensiber, 19-21 agosto, 2010. -- p.131-139

Editor

Instituto de Tecnologia de Alimentos - ITAL

Fecha

2010

Derechos

Información sobre Derechos de Autor

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La legislación uruguaya protege el derecho de autor sobre toda creación literaria, científica o artística, tanto en lo que tiene que ver con sus derechos morales, como en lo referente a los derechos patrimoniales con sujeción a lo establecido por el derecho común y las siguientes leyes

(LEY 9.739 DE 17 DE DICIEMBRE DE 1937 SOBRE PROPIEDAD LITERARIA Y ARTISTICA CON LAS MODIFICACIONES INTRODUCIDAS POR LA LEY DE DERECHO DE AUTOR Y DERECHOS CONEXOS No. 17.616 DE 10 DE ENERO DE 2003, LEY 17.805 DE 26 DE AGOSTO DE 2004, LEY 18.046 DE 24 DE OCTUBRE DE 2006 LEY 18.046 DE 24 DE OCTUBRE DE 2006)

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Formato

PDF

Idioma

Inglés

Tipo

Artículo

Identificador

ISSN 1981-6723

Cobertura

Uruguay

Document Item Type Metadata

Original Format

PDF
Fecha de agregación
December 9, 2014
Colección
Bibliografía Nacional Química
Tipo de Elemento
Document
Etiquetas
, ,
Citación
Gambaro García, Adriana, “Studying Uruguayan consumers´perception of vegetable oils using word association.,” RIQUIM - Repositorio Institucional de la Facultad de Química - UdelaR, accessed September 29, 2020, http://riquim.fq.edu.uy/items/show/2189.
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