Segmentation Approaches that Differentiate Consumption Frequency from Sensory Preference
Wansink, Brian, Steven T. Sonka, and Se‐Bum Park. "SEGMENTATION APPROACHES THAT DIFFERENTIATE CONSUMPTION FREQUENCY FROM SENSORY PREFERENCE." Journal of sensory studies 19.4 (2004): 327-340.
14 Pages Posted: 2 Aug 2014
Date Written: October 2004
People can eat a food without having a strong preference for it, and people can prefer a food without eating it. Given this seeming disconnect between attitude and behavior, which type of measure or segment can best be used to profile or identifi, loyal consumer segments of a food, such as soy? This research compares a usage-based method (heavy-light-nonusers) with a new attitude-based method (seeker-neutral-avoider), and finds that the attitude-based method differentiates purchase-related intentions better than the usage-based method. Implications for profiling consumer taste patterns and consumer segments are provided.
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