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What are the cultural effects on consumers' perceptions? A case study covering coalho cheese in the Brazilian northeast and southeast area using word association
- Source :
- Food Research International. 102:553-558
- Publication Year :
- 2017
- Publisher :
- Elsevier BV, 2017.
-
Abstract
- The aim of this study was to investigate the effects of regional diversity aspects related to consumers' perceptions of coalho cheese, with Brazilian Northeast and Southeast consumers (n=400, divided equally in each area) using Word Association (WA) task. Different perceptions were detected for both Northeast and Southeast consumers, and among 17 categories elicited for describing coalho cheese, only 7 categories (positive feeling, social aspects, sensory characteristic, dairy product technology, negative feeling, and lack of quality standard) presented significant differences in the frequency of mention according to chi-square per cell approach. The application of the discriminant technique Partial Least Square Discriminant Analysis (PLS-DA) indicated that the categories "Social", "Accompaniment", "Manufacturing method" were the main responsible for differentiating consumers' perceptions of both areas. Overall, the main dimensions involved in the consumers' perceptions of coalho cheese from different Brazilian regions were identified, thus obtaining comprehensive insights that can be used as a guideline for coalho cheese producers to develop marketing strategies considering the intra-cultural differences.
- Subjects :
- Adult
Male
Quality Control
Adolescent
media_common.quotation_subject
Culture
Sensation
Word Association Tests
Negative feeling
Young Adult
0404 agricultural biotechnology
Cheese
Perception
Humans
Product (category theory)
Marketing
Consumer behaviour
media_common
04 agricultural and veterinary sciences
Consumer Behavior
Middle Aged
Word Association
040401 food science
Dairying
Geography
Feeling
Quality standard
Female
Brazil
Food Science
Diversity (business)
Subjects
Details
- ISSN :
- 09639969
- Volume :
- 102
- Database :
- OpenAIRE
- Journal :
- Food Research International
- Accession number :
- edsair.doi.dedup.....37136cf6a25dac166fb10899c6c5f712