Validation of fluid milk consumer segments using qualitative multivariate analysis

Area of Science:

• Consumer Behavior
• Food Marketing
• Sensory Science

Background:

• Fluid milk consumption in the U.S. has declined, prompting the introduction of new product features to meet evolving consumer demands.
• Assessing consumer sentiments quantitatively and qualitatively is crucial for understanding the impact of diverse product offerings in the fluid milk market.

Purpose of the Study:

• To identify distinct consumer segments based on preferences for specific fluid milk product features.
• To validate these consumer sentiments using qualitative multivariate analysis (QMA).

Main Methods:

• An adaptive choice-based conjoint survey (n=719) assessed consumer preferences for fat content, package type, shelf life, label claims, and price.
• Part-worth utilities were clustered to define four consumer segments.
• A 4-week qualitative multivariate analysis (QMA) study (n=18) involving home-usage tests, focus groups, and projective mapping validated conjoint findings.

Main Results:

• Four unique consumer segments were identified, with price being the primary differentiator, followed by fat content, shelf life, and milk designation.
• Significant differences in preferences for product features were observed across segments.
• QMA confirmed sentiments regarding price and milk type (conventional, organic, local), aligning with conjoint survey results.

Conclusions:

• Qualitative multivariate analysis (QMA) effectively verified conjoint-derived consumer segments and provided contextual support for insights.
• Consumer segments preferring nonconventional milk types (organic, local, pasture-raised) were motivated by perceived superior sensory quality and alignment with personal values.
• Findings can guide marketing strategies and new product development for fluid milk processors.