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Completion task to uncover consumer's perception: a case study using distinct types of hen's eggs
C A B Sass1, S Kuriya2, G V da Silva3
1Department of Food Technology, Faculty of Veterinary Medicine, Federal Fluminense University (UFF), Niterói, Rio de Janeiro, Brazil, 24230-340.
Poultry Science
|April 17, 2018
Summary
Consumer perception of eggs is key for market success. Health is a top positive factor, while price is a major negative concern for egg purchases.
Area of Science:
- Food Science
- Consumer Behavior
- Agricultural Economics
Background:
- Consumer egg choice is influenced by multifaceted perceptions.
- Understanding these perceptions is vital for targeted production and market success.
Purpose of the Study:
- To investigate consumer perceptions of different hen egg types.
- To identify key factors influencing egg purchase decisions and price expectations.
Main Methods:
- Utilized a projective completion task technique.
- Combined with image presentation for 100 consumers (n=100).
- Evaluated positive/negative purchase factors and estimated egg prices.
Main Results:
- "Health" emerged as the most frequently mentioned positive factor.
- "Price" was the most highlighted negative factor.
- Factory-farmed white eggs showed the least price deviation from the market average, likely due to familiarity.
Conclusions:
- The employed methodology is practical and effective for gauging consumer egg perceptions.
- Findings offer valuable insights for egg producers and marketers.
- Consumer perception significantly impacts egg market dynamics and product strategy.