消费者对常见,新奇和不寻常的风味组合的食品配对产品的看法:一个细分方法
Kristin Jürkenbeck1, Flora von Steimker1, Achim Spiller1
1University of Goettingen, Department for Agricultural Economics and Rural Development, Marketing for Food and Agricultural Products, Platz der Göttinger Sieben 5, 37073, Göttingen, Germany.
Appetite
|February 15, 2024
概括
研究了消费者对食品配对的开放性,这是一个新的概念. 调查结果显示,三分之一的消费者是接受的,特别是那些高食物参与度和低食物恐惧症的人.
科学领域:
- 食品科学与技术 食品科学与技术
- 消费者行为研究 消费者行为研究
- 感官科学 感官科学
背景情况:
- 在和的市场中,创新的食品至关重要,食品配对提供了新的发展机会.
- 消费者的新恐惧症和厌恶风险可能会阻碍人们接受新的食品概念.
- 关于消费者对食品配对原则的开放性存在有限的研究.
研究的目的:
- 调查消费者对通常,新奇和不寻常的食品配对原则的判断.
- 确定和描述食品配对产品的潜在目标群体.
- 评估一般消费者对食品配对概念的开放程度.
主要方法:
- 对1064名德国消费者进行了在线调查.
- 参与者评估了五种风味组合,分别是常见的,新鲜的和不寻常的.
- 用四个集群解决方案来分析消费者的反应.
主要成果:
- 三分之一的样本表现出对食物配对的开放性.
- 习惯性的配对被所有消费者认为合适;新和不寻常的配对被食品配对集群接受.
- 对食品配对开放的消费者表现出高食物参与度,低食物恐惧症和频繁购买有机食品.
结论:
- 开发的方法有效地衡量了消费者对不同新奇程度的食品配对的开放性.
- 一个独特的消费者细分市场对食物配对敏感存在,其特点是特定的心理和行为特征.
- 了解消费者的看法是成功引入创新的食品配对产品的关键.
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