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Liking Product Landscape: Going Deeper into Understanding Consumers' Hedonic Evaluations.
Claudia N Sánchez1,2, Julieta Domínguez-Soberanes3, Héctor B Escalona-Buendía4
1Facultad de Ingeniería, Universidad Panamericana, Aguascalientes 20290, Mexico. cnsanchez@up.edu.mx.
Foods (Basel, Switzerland)
|October 12, 2019
Summary
The new liking product landscape (LPL) methodology uses multiple maps to visualize consumer preferences and product perceptions, overcoming limitations of single-map approaches like internal preference mapping (IPM). This graphical mapping technique aids in identifying consumer segments and optimizing product attributes.
Area of Science:
- Consumer Science
- Sensory Analysis
- Marketing Research
Background:
- Graphical mapping aids product comparison based on consumer perceptions.
- Internal preference mapping (IPM) and landscape segmentation analysis (LSA) are established methods.
- High-dimensional consumer data can lead to information loss in single maps.
Purpose of the Study:
- Introduce the liking product landscape (LPL) methodology for comprehensive consumer perception analysis.
- Overcome limitations of existing methods in representing high-dimensional consumer data.
- Validate LPL's effectiveness against traditional techniques.
Main Methods:
- Developed the liking product landscape (LPL) methodology using multiple maps.
- LPL visualizes consumer distribution and individual evaluations.
- Compared LPL with internal preference mapping (IPM) and cluster analysis through two experiments.
Main Results:
- LPL successfully represents consumer distribution and evaluations across multiple maps.
- The methodology effectively identifies consumer segments and their preferences.
- LPL accurately recognizes attribute perceptions by consumer segments and highlights areas for optimization.
Conclusions:
- Liking product landscape (LPL) is a robust method for analyzing consumer perceptions.
- LPL offers a more detailed understanding compared to traditional graphical mapping techniques.
- The methodology aids in strategic product development and marketing by identifying key attributes for improvement.
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