How buyer-focused projective techniques can help to gain insights into consumer perceptions about different types of...

This study aimed to analyze the consumer perception (n = 840) about different types of eggs using Product Personality Profiling and Shopping List tasks. White egg, brown egg, organic egg, free-range egg, and eggs enriched with omega 3 and vitamins were evaluated. The consumers associated the white egg with unhealthy, sedentary, and overweight individuals in the Product Personality Profiling task and people that are not concerned with health in the Shopping List task. The brown egg was associated with a person who does physical activity and has a healthy diet in the Product Personality Profiling task. The omega 3 egg was associated with a person concerned with health in the Shopping List task, which does physical exercises and follows a healthy diet in the Product Personality Profiling task. The vitamin-enriched egg was associated with people with health disorders in the Shopping List task and following a vegetarian/vegan diet in the Product Personality Profiling task. The free-range egg was associated with a man with a rugged personality, a healthy diet, and animal welfare concern. Finally, the organic egg was associated with a person concerned with animal welfare and a vegetarian/vegan diet. Shopping list and Product Personality Profiling projective techniques proved to be useful tools for understanding consumer perceptions and beliefs about eggs, providing similar or complementary results. The Shopping List was more appropriate in eliciting egg buyers' profile, while the Product Personality Profile shows the "target buyer".