Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?

Dublin Core

Título

Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?

Tema

COMPORTAMIENTO DEL CONSUMIDOR
EVALUACION SENSORIAL
PERFIL DEL CONSUMIDOR
BIBLIOGRAFIA NACIONAL QUIMICA
2016

Abstract

In projective mapping tasks assessors create an overall representation of the similarities and differences among samples by relying on a process of synthesis for analyzing and processing sensory information. Individual differences in consumers’ information processing and preference patterns could strongly affect which sensory characteristics they consider more relevant for estimating similarities and differences among samples. Therefore, low-dimensional consensus configurations (obtained via MFA or GPA) may not represent the perception of some consumer segments. This could lead to inaccurate conclusions about consumers’ sensory perception of the products or at least to the loss of valuable information about the perception of some consumer groups. In this context, the aims of the present work were to explore consumer segmentation in projective mapping. Datasets from nine studies with 81–102 consumers were analyzed to explore consumers’ segmentation. Through applying hierarchical cluster analysis on consumers’ coordinates in the first four dimensions of the MFA, between 2 and 4 groups of consumers were identified in each study. Sample configurations and consumers’ descriptions strongly differed among the groups, indicating heterogeneity in the relative relevance they gave to the sensory characteristics of the samples for estimating the similarities and differences among samples. In all cases it was observed that the consensus configuration was highly similar to the configuration of one of the groups, which was not necessarily the larger but the one with the highest explained variance by the first dimension of the MFA. These results suggest the need to explore segmentation when analyzing data from projective mapping tasks, and to further study the relationship between consumers’ holistic perception of products and preference patterns.

Autor

Vidal, Leticia
Antúnez, Lucía
Varela, Paula
Deliza, Rosires

Fuente

Food Quality and Preference v. 47, 2016. -- p. 64-72

Editor

Elsevier

Fecha

2016

Derechos

Información sobre Derechos de Autor

(Por favor lea este aviso antes de abrir los documentos u objetos)

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)

ADVERTENA CI- La consulta de este documento queda condicionada a la aceptación de las siguientes condiciones de uso: Este documento es únicamente para usos privados enmarcados en actividades de investigación y docencia. No se autoriza su reproducción con fines de lucro. Esta reserva de derechos afecta tanto los datos del documento como a sus contenidos. En la utilización o cita de partes debe indicarse el nombre de la persona autora.

Formato

PDF

Idioma

Inglés

Tipo

Artículo

Identificador

DOI: 10.1016/j.foodqual.2015.04.008

Document Item Type Metadata

Original Format

PDF
Fecha de agregación
September 1, 2016
Colección
Bibliografía Nacional Química
Tipo de Elemento
Document
Etiquetas
, ,
Citación
Vidal, Leticia, “Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?,” RIQUIM - Repositorio Institucional de la Facultad de Química - UdelaR, accessed September 28, 2020, http://riquim.fq.edu.uy/items/show/4317.
Archivos