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Exploring the Drivers of Purchase Intent and Consumer Satisfaction of Chicken Eggs Using Principal Component Analysis and the K ano Model
Author(s) -
Wardy Wisdom,
Mena Behannis,
gtaodum Sinee,
No Hong Kyoon,
Prinyawiwatkul Witoon
Publication year - 2014
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/joss.12127
Subject(s) - principal component analysis , product (mathematics) , quality (philosophy) , marketing , business , competition (biology) , customer satisfaction , agricultural science , advertising , mathematics , statistics , biology , ecology , philosophy , geometry , epistemology
Twenty egg product attributes considered important by consumers ( n = 400) were identified and their contribution to the satisfaction of quality requirements and purchase intent was examined using principal component analysis and the K ano model. Consumers considered freshness, absence of cracks, sale price and label stating “packing/best‐before‐date” as key attributes affecting purchase intent. Five principal components ( PC1 – PC 5) were extracted, altogether explaining 57.43% of the total variance. Based on the PC loadings, the following groups emerged: PC 1 (intrinsic quality), PC 2 (aesthetic value), PC 3 (extrinsic quality), PC 4 (expediency) and PC 5 (wholesomeness and safety). From the K ano analysis, eight variables (freshness, shell cleanness, absence of cracks, USDA (United States Department of Agriculture)‐certified farm eggs, label stating “packing/best‐before‐date”, egg grade, secure packaging and availability) corresponding mostly to PC 3, PC 4 and PC 5 were categorized as “must‐be attributes,” with dissatisfaction coefficients ranging from 0.87 (freshness) to 0.38 (egg grade). Sale price and egg size were classified as one‐dimensional and attractive attributes, respectively. Practical Applications The K ano model is an efficient tool to prioritize product development efforts to prevent consumer dissatisfaction while increasing satisfaction. In this study, principal component analysis and the K ano model were utilized to understand the relationships between egg quality variables driving purchase intent and their impact on consumer satisfaction. Findings from this investigation present egg processors and retailers with valuable insights for successful differentiation from the competition and to increase profits, by identifying the essential product attributes with the most potential to delight consumers.