驱动消费者购买块莫扎雷拉的外部属性
K Homwongpanich1, M E Watson1, D Rovai1
1Southeast Dairy Foods Research Center, Department of Food, Bioprocessing, and Nutrition Sciences, North Carolina State University, Raleigh, NC 27606.
Journal of dairy science
|November 9, 2024
概括
消费者对块式莫扎雷拉奶酪的偏好受到诸如全乳,坚固的质地和可重新密封的包装等属性的影响. 标签要求,如"农民所有"和"本地制造",显著影响购买决策,不同的消费者细分市场优先考虑不同的属性.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 营销研究 营销研究 研究
背景情况:
- 在美国,消费者对奶酪,特别是莫扎雷拉的需求不断增长.
- 莫扎雷拉是一种主食奶酪,块状奶酪占据了很大一部分市场.
- 了解外部属性对于产品开发和营销至关重要.
研究的目的:
- 调查外部特征对消费者偏好块莫扎雷拉奶酪的影响.
- 确定驱动消费者欲望的关键产品特征和标签声明.
- 根据消费者的属性偏好对消费者进行细分.
主要方法:
- 在线调查437名莫扎雷拉消费者.
- 基于自适应性选择的联合和Kano建模来评估属性的重要性.
- 标签权利要求上诉的最大差异缩放.
- 定性焦点组 (n=28) 包括使用场合,命名,排序,标签讨论和品尝.
- 调查数据的单变量和多变量统计分析.
主要成果:
- 理想的块莫扎雷拉具有全牛奶,坚固的质地,块/条形状,可重新密封的包装和农民拥有的标签.
- 乳脂含量和标签声明是最重要的属性 (P < 0.05).
- 有吸引力的标签声明包括"无添加激素生产","牧场养牛"和"本地制造".
- 消费者细分显示了一个"自然"的集群偏爱"全天然"和"有机",一个"风味"的集群偏爱"既定业务"和"进口质量"的要求.
- 可融性是"必须拥有的",而可碎性/可切割性是性能属性.
结论:
- 块莫扎雷拉通常是价格驱动的,但质量感知驱动特殊场合的购买.
- 特定的外部属性和标签声明显著影响消费者选择.
- 有针对性的营销策略可以根据他们的属性偏好吸引不同的消费者群体.
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