Comparison of ratings based and choice based approaches at integrating sensory attributes with extrinsic product...

Discrete choice experiments and ratings-based conjoint analysis are methods frequently used to examine trade-offs between product attributes. However, they rarely incorporate evaluation of a product's sensory characteristics. This work aimed to integrate a sensory attribute into both experimental frameworks and compare against traditional sensory methods to potentially address the high failure rate of new products. To incorporate a sensory attribute, the taste perception of orange juice was altered to impact consumer liking. Juice samples comprised three treatment groups: (1) received an addition of sucrose octaacetate (0.005 % w/v), (2) fructose (1.0 % w/v), and (3) untreated control. This ensured linearity in the liking responses for the purposes of model comparison. Consumer purchase intention was determined via a discrete choice experiment and a ratings-based conjoint analysis with the product attributes of taste, price ($3.49, $3.99, $4.49/52 oz. bottle), processing distinction (From Concentrate, Not From Concentrate, Fresh Squeezed), composition claim (100 % Juice, None), and Non-GMO verification (Verified, None). Overall liking, and paired preference were also conducted separately. Purchase intention was determined via multinomial logit modeling for the discrete choice, and linear modeling plus ANOVA for the conjoint. Results from both indicate significant impacts on purchasing by all product attributes and levels. The directional influence on purchase intention (positive/negative), and the relative impact of each level within an attribute were the same between methods. However, discrete choice showed a significant difference within the taste attribute between the control and fructose samples, whereas conjoint did not. This is important as paired preference and overall liking also indicated a significant difference between the two samples. Overall, both methods were able to integrate intrinsic sensory characteristics and extrinsic product attributes and offered viable alternatives to traditional sensory methodologies while increasing understanding of potential economic drivers behind consumer purchasing.