Extrinsic attributes that drive consumer purchase of block mozzarella

Area of Science:

• Food Science
• Consumer Behavior
• Marketing Research

Background:

• Rising consumer demand for cheese, particularly mozzarella, in the United States.
• Mozzarella is a staple cheese, with block form being a significant market segment.
• Understanding extrinsic attributes is crucial for product development and marketing.

Purpose of the Study:

• To investigate the impact of extrinsic attributes on consumer preferences for block mozzarella cheese.
• To identify key product features and label claims that drive consumer desire.
• To segment consumers based on their attribute preferences.

Main Methods:

• Online survey with 437 mozzarella consumers.
• Adaptive choice-based conjoint and Kano modeling to assess attribute importance.
• Maximum difference scaling for label claim appeal.
• Qualitative focus groups (n=28) including usage occasions, naming, sorting, label discussion, and tasting.
• Univariate and multivariate statistical analysis of survey data.

Main Results:

• Ideal block mozzarella features whole milk, firm texture, block/bar shape, resealable packaging, and farmer-owned labeling.
• Milkfat content and label claims were the most significant attributes (P < 0.05).
• Appealing label claims include 'produced without added hormones,' 'pasture-raised cows,' and 'made locally.'
• Consumer segmentation revealed a 'natural' cluster favoring 'all natural' and 'organic,' and a 'flavor' cluster favoring 'established business' and 'imported quality' claims.
• Meltability is a 'must-have,' while shreddability/sliceability are performance attributes.

Conclusions:

• Block mozzarella is often price-driven, but quality perceptions drive purchases for special occasions.
• Specific extrinsic attributes and label claims significantly influence consumer choice.
• Targeted marketing strategies can appeal to distinct consumer segments based on their attribute preferences.