Consumer perception of the nature and quality of home‐made and commercial dairy ice cream

John A. Bower (Department of Business and Consumer Studies, Queen Margaret University College, Edinburgh, Scotland, UK)
Irene A. Baxter (Food Science Australia, North Ryde, NSW, Australia)

British Food Journal

ISSN: 0007-070X

Publication date: 1 December 2000

Abstract

An important consumer opinion of some food products relates to the perception of “home‐made quality”. This study examined consumer perception of this aspect in dairy ice cream along with product knowledge and consumption habits and influences. A questionnaire was delivered followed by tasting of commercial products and home‐made formulations. All of the participants (n = 105) consumed dairy ice cream and 62 per cent named it as their most frequent type of ice cream, with sensory quality being the most important reason influencing choice. Product knowledge was relatively high with 74 per cent of respondents claiming to know two out of three product characteristics. Consumer opinion was divided on a pre‐stated preference for “home‐made” or “commercial”, with 56 per cent being in favour of the home‐made form, which was valued because of an assumed superior taste, quality and a more intimate knowledge of ingredients. Commercial quality also required “good taste”, but its convenience value was very important. On blind tasting, the degree of liking for both forms was usually high, but correct identification (home‐made vs commercial) levels were low. Subjects with previous experience of home‐made ice cream had a more positive attitude to it, and had more success in distinguishing it from the commercial form. Generally, home‐made quality was viewed as a desirable feature of dairy ice cream.

Keywords

Citation

Bower, J. and Baxter, I. (2000), "Consumer perception of the nature and quality of home‐made and commercial dairy ice cream", British Food Journal, Vol. 102 No. 11, pp. 821-837. https://doi.org/10.1108/00070700010362266

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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