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Consumer Perception of Retail Pork Bacon Attributes Using Adaptive Choice-based Conjoint Analysis and Maximum

K G McLean1, D J Hanson1, S M Jervis1

  • 1Dept. of Food, Bioprocessing and Nutrition Sciences, North Carolina State Univ. Raleigh, N.C. 27695, U.S.A.

Journal of Food Science
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Price, fat-to-lean ratio, and flavor are key drivers for bacon purchases. Consumer preferences vary, with some prioritizing factors other than price, indicating opportunities for targeted marketing.

Keywords:
baconconjoint analysisconsumer liking

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Area of Science:

  • Food Science
  • Consumer Behavior
  • Marketing Research

Background:

  • Bacon is a popular pork product with diverse consumer appeal.
  • Product differentiation relies on appearance, flavor, thickness, and claims.

Purpose of the Study:

  • To identify key attributes influencing consumer purchase and consumption of retail bacon.
  • To understand consumer preferences for various bacon characteristics.

Main Methods:

  • Employed Adaptive Choice-Based Conjoint (ACBC) survey with 1410 consumers.
  • Utilized Kano questioning and Maximum Difference Scaling (MaxDiff) for attribute analysis.
  • Assessed attributes including price, fat:lean ratio, flavor, brand, and packaging.

Main Results:

  • Price was the most significant attribute influencing bacon purchase.
  • Fat:lean appearance and flavor were the next most important factors.
  • Identified three distinct consumer segments with unique purchasing preferences.

Conclusions:

  • Adaptive Choice-Based Conjoint (ACBC), Kano questioning, and Maximum Difference Scaling (MaxDiff) effectively reveal consumer perceptions.
  • Understanding consumer clusters allows for optimized product development and targeted advertising strategies.
  • Tailoring bacon attributes to specific consumer segments can enhance market appeal.