Thompson J L, Gerard P D, Drake M A
Dept. of Food Science, Southeast Dairy Foods Research Center, North Carolina State Univ., Raleigh, NC 27695, USA.
J Food Sci. 2007 Nov;72(9):S666-75. doi: 10.1111/j.1750-3841.2007.00559.x.
The U.S. Hispanic population is increasing, and purchasing power of this group is also increasing. Little is known about the attitudes and preferences of Hispanic adults or children toward chocolate milk. The objective of this study was to understand Hispanic consumer attitudes and preferences for chocolate milk. Focus groups with Hispanic adults (> 18 y, 3 groups, n= 31) and children (10 to 14 y, 6 groups, n= 29) were conducted to gain qualitative insight into perceptions and consumption trends. Using focus group results and descriptive analysis profiles of chocolate milks, 5 representative chocolate milks were selected for quantitative consumer testing. Milks were evaluated for overall liking and other attributes by Hispanic adults (n= 79), Caucasian adults (n= 91), and Hispanic children (n= 45). Analysis of variance and internal and external preference mapping were conducted to characterize differences among treatments and ethnic groups. Chocolate milks were differentiated by descriptive analysis (P < 0.001) in visual, flavor, and mouthfeel attributes. Hispanic children (n= 45) rated all chocolate milks higher in liking than Hispanic or Caucasian adults, and documented significant differences in liking for milks evaluated (P < 0.05). Caucasians adults were generally more discriminatory in liking of chocolate milks than Hispanic adults, but consistent ethnic differences were observed only for chocolate flavor liking where Hispanics assigned higher chocolate flavor liking scores to milks compared to Caucasians. Three consumer clusters were identified and the drivers for these clusters were largely consistent with previous chocolate milk consumer studies in that many of the same key drivers of liking for chocolate milk were identified. The results indicated that these consumer clusters were not defined exclusively by ethnicity.
美国西班牙裔人口在增加，该群体的购买力也在增强。对于西班牙裔成年人或儿童对巧克力牛奶的态度和偏好，我们知之甚少。本研究的目的是了解西班牙裔消费者对巧克力牛奶的态度和偏好。我们组织了针对西班牙裔成年人（>18岁，3组，n = 31）和儿童（10至14岁，6组，n = 29）的焦点小组讨论，以深入了解他们的认知和消费趋势。利用焦点小组讨论的结果以及巧克力牛奶的描述性分析概况，挑选了5种具有代表性的巧克力牛奶进行定量消费者测试。西班牙裔成年人（n = 79）、白种人成年人（n = 91）和西班牙裔儿童（n = 45）对这些牛奶的总体喜好度和其他属性进行了评估。进行了方差分析以及内部和外部偏好映射，以描述不同处理和种族群体之间的差异。通过描述性分析（P < 0.001）发现，巧克力牛奶在视觉、风味和口感属性方面存在差异。西班牙裔儿童（n = 45）对所有巧克力牛奶的喜好评分高于西班牙裔或白种人成年人，并且记录到在评估的牛奶喜好度上存在显著差异（P < 0.05）。与西班牙裔成年人相比，白种人成年人通常对巧克力牛奶的喜好更具区分性，但仅在巧克力风味喜好方面观察到一致的种族差异，西班牙裔给牛奶的巧克力风味喜好评分高于白种人。确定了三个消费者群体，这些群体的驱动因素在很大程度上与之前的巧克力牛奶消费者研究一致，即确定了许多相同的巧克力牛奶喜好关键驱动因素。结果表明，这些消费者群体并非完全由种族界定。
