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NEXT GENERATION HEALTHY SOUP: AN EXPLORATION USING CONJOINT ANALYSIS
Author(s) -
KRIEGER BERT,
CAPPUCCIO ROBERTO,
KATZ RACHEL,
MOSKOWITZ HOWARD
Publication year - 2003
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.2003.tb00388.x
Subject(s) - psychographic , conjoint analysis , segmentation , market segmentation , computer science , taste , artificial intelligence , psychology , marketing , mathematics , statistics , business , preference , neuroscience
This paper presents results on consumer attitudes towards healthy soup, using conjoint analysis, executed on the Internet. The results show moderate interest in new ideas for the total panel, but reveal three concept‐response segments. The first segment responds to nutrition and functional ingredients. The second segment responds to packaging and convenience. The third segment responds to taste and ingredients. Statistical analysis confirms the idea that they represent different ‘mind‐sets’. The segmentation based on psychographic variables is a useful tool to identify the features of the next generation “healthy soups” and to design custom products on the basis of consumer requirements.