Hubbard E M, Jervis S M, Drake M A
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
Department of Food, Bioprocessing and Nutrition Sciences, Southeast Dairy Foods Research Center, North Carolina State University, Raleigh 27695.
J Dairy Sci. 2016 Jan;99(1):183-93. doi: 10.3168/jds.2015-9547. Epub 2015 Oct 29.
Preference mapping studies with cottage cheese have demonstrated that cottage cheese liking is influenced by flavor, texture, curd size, and dressing content. However, extrinsic factors such as package, label claims, and brand name may also influence liking and have not been studied. The objective of this study was to evaluate the role of package attributes and brand on the liking of cottage cheese. A conjoint survey with Kano analysis (n=460) was conducted to explore the effect of extrinsic attributes (brand, label claim, milkfat content, and price) on liking. Following the survey, 150 consumers evaluated intrinsic attributes of 7 cottage cheeses with and without brand information in a 2-d crossover design. Results were evaluated by 2-way ANOVA and multivariate analyses. Milkfat content and price had the highest influence on liking by conjoint analysis. Cottage cheese with 2% milkfat and a low price was preferred. Specific label claims such as "excellent source of calcium (>10%)" were more attractive to consumers than "low sodium" or "extra creamy." Branding influenced overall liking and purchase intent for cottage cheeses to differing degrees. For national brands, acceptance scores were enhanced in the presence of the brand. An all-natural claim was more appealing than organic by conjoint analysis and this result was also confirmed with consumer acceptance testing. Findings from this study can help manufacturers, as well as food marketers, better target their products and brands with attributes that drive consumer choice.
对农家干酪的偏好映射研究表明，对农家干酪的喜爱受风味、质地、凝乳大小和调料含量的影响。然而，诸如包装、标签声明和品牌名称等外在因素也可能影响喜爱程度，且尚未得到研究。本研究的目的是评估包装属性和品牌对农家干酪喜爱程度的作用。进行了一项采用卡诺分析的联合调查（n = 460），以探究外在属性（品牌、标签声明、乳脂肪含量和价格）对喜爱程度的影响。调查之后，150名消费者在一项两阶段交叉设计中对7种有无品牌信息的农家干酪的内在属性进行了评估。结果通过双向方差分析和多变量分析进行评估。通过联合分析，乳脂肪含量和价格对喜爱程度的影响最大。含2%乳脂肪且价格低的农家干酪更受青睐。诸如“优质钙源（>10%）”等特定标签声明比“低钠”或“超浓郁”对消费者更具吸引力。品牌对农家干酪的总体喜爱程度和购买意愿有不同程度的影响。对于全国性品牌，在有品牌的情况下接受度得分会提高。通过联合分析，“全天然”声明比“有机”声明更具吸引力，这一结果在消费者接受度测试中也得到了证实。本研究的结果可以帮助制造商以及食品营销人员，利用推动消费者选择的属性更好地定位他们的产品和品牌。
