The influence of product, contextual and individual characteristics on food evaluation

Abstract

The overall objective of this thesis is to provide insights with regard to how characteristics of the product, the context and the individual relate to consumer evaluation of food products. This thesis considered evaluation of food as a global attitude and as an evaluation of various attributes as expectations or experiences, and explore how evaluation is influenced by product, contextual and individual characteristics. The data analysis in this thesis consists of 3 main methodologies: Structural equation modelling, cluster analysis and conjoint analysis. This thesis contributes to the understanding of how food preparation or co-production influences evaluation. Satisfaction with co-production is an important determinant in the evaluation of a food product. This factor could thus be used to gain better insights into how consumers perceive different products and the co-production involved in these products. Including this variable in product development may yield valuable insights as to how consumers evaluate food products and enable the developer to tailor the products to the consumers’ needs and wants. The thesis demonstrates the importance of segmenting consumers based either on how they evaluate different product or individual characteristics. A number of distinct segments, which evaluates the importance of product or individual attributes differently, are identified. The segments are further described and profiled by using product and/or individual characteristics. The findings can be used by industry, retailers or other relevant stakeholders to develop products and marketing strategies.