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Tytuł pozycji:

Understanding American premium chocolate consumer perception of craft chocolate and desirable product attributes using focus groups and projective mapping.

Tytuł:
Understanding American premium chocolate consumer perception of craft chocolate and desirable product attributes using focus groups and projective mapping.
Autorzy:
Brown AL; Department of Food Science, The Pennsylvania State University, University Park, Pennsylvania, United States of America.
Bakke AJ; Department of Food Science, The Pennsylvania State University, University Park, Pennsylvania, United States of America.; Sensory Evaluation Center, The Pennsylvania State University, University Park, Pennsylvania, United States of America.
Hopfer H; Department of Food Science, The Pennsylvania State University, University Park, Pennsylvania, United States of America.; Sensory Evaluation Center, The Pennsylvania State University, University Park, Pennsylvania, United States of America.
Źródło:
PloS one [PLoS One] 2020 Nov 04; Vol. 15 (11), pp. e0240177. Date of Electronic Publication: 2020 Nov 04 (Print Publication: 2020).
Typ publikacji:
Journal Article; Research Support, U.S. Gov't, Non-P.H.S.
Język:
English
Imprint Name(s):
Original Publication: San Francisco, CA : Public Library of Science
MeSH Terms:
Chocolate*
Taste*
Consumer Behavior/*statistics & numerical data
Focus Groups/*statistics & numerical data
Food Preferences/*physiology
Perception/*physiology
Cacao/chemistry ; Cacao/standards ; Choice Behavior/physiology ; Consumer Behavior/economics ; Focus Groups/methods ; Food Packaging/economics ; Food Packaging/methods ; Food Packaging/standards ; Food Preferences/psychology ; Humans ; United States
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Entry Date(s):
Date Created: 20201104 Date Completed: 20201225 Latest Revision: 20231104
Update Code:
20240105
PubMed Central ID:
PMC7641343
DOI:
10.1371/journal.pone.0240177
PMID:
33147215
Czasopismo naukowe
Craft chocolate is a relatively new and fast-growing segment of the American chocolate market. To understand American premium chocolate consumer perception of craft chocolate and desirable chocolate product attributes, we conducted a mixed-methods study using focus groups and projective mapping. Projective mapping revealed that participants segmented products in terms of quality based upon usage occasion rather than cost or other factors. We found that American premium chocolate consumers use search attributes such as segmentation, price, availability, and packaging as quality determinants. Additionally, they desire credence attributes that convey trust through, for example, the presence or absence of sustainability certifications, or a semblance of meaning. Premium chocolate consumers seek out experience attributes such as utility and/or joy, which are achieved by purchasing a chocolate product as a gift, for its nostalgic purposes, or for desired post-ingestive effects. We propose a Desirable Chocolate Attribute Concept Map to explain our findings.
Competing Interests: ALB, AJB, and HH are all employed by Penn State. ALB is a former employee of Ghent University and was an intern at Mars Netherlands. AJB is a former employee of Land O’Lakes and has received consulting fees from Eight Oaks Distillery and Giant Eagle. HH is a former employee of UC Davis and HM.Clause and has received consulting fees from Henkel Adhesive Technology. HH is an associate editor and member of the publications committee at the American Society of Enology & Viticulture (ASEV). ALB receives funding from USDA-NIFA. AJB receives or has received funding from PA Dept. of Agriculture and the National Sugar Association. HH receives or has received funding from Penn State, University of Alabama, USDA-NIFA, USDAFAS, PA Dept. of Agriculture, National Dairy Council, PT Indesso Aroma, and Sherwin-Williams Company. HH has received travel support and honoraria from AOAC, University of Alabama, and Henkel Adhesive Technology for speaking at meetings. HH is the Rasmussen Career Development Professor in Food Science, a named professorship made possible by a philanthropic gift by Frederick, Sr. & Faith E. Rasmussen. ALB is or has been a member of the following professional societies: IFT, SSP, Gamma Sigma Delta, Phi Tau Sigma, and the Philanthropic Educational Organization International. AJB is or has been a member of the following professional societies: IFT, SSP. HH is or has been a member of the following professional societies: ASEV, IFT, FCIA, SSP, GöCH, ASAC, E3S, and Gamma Sigma Delta. None of these organizations nor the funders have had any role in the design of the study; in the collection, analyses, or interpretation of data; in the writing of the manuscript, or in the decision to publish the results. The competing interests statement in the manuscript does not alter our adherence to PLOS ONE policies on sharing data and materials.
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