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Consumer preferences for Cerrado fruit preserves: a study using conjoint analysis

Daniela Maria Rodrigues (Department of Food Science, Federal University of Lavras, Lavras, Brazil)
Jéssica Ferreira Rodrigues (Department of Food Science, Federal University of Lavras, Lavras, Brazil)
Vanessa Rios de Souza (Department of Food Science, Federal University of Lavras, Lavras, Brazil)
João de Deus Souza Carneiro (Department of Food Science, Federal University of Lavras, Lavras, Brazil)
Soraia Vilela Borges (Department of Food Science, Federal University of Lavras, Lavras, Brazil)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 April 2018

375

Abstract

Purpose

One way to increase the availability and to add more value to exotic Brazilian fruits is to develop new products. However, prior to product development, there is a need to know consumer’s preferences and target audience. The purpose of this paper is to investigate the influence of different characteristics of Cerrado fruit preserves on the intention to purchase using conjoint analysis.

Design/methodology/approach

Conjoint analysis evaluated three factors with three levels each, defined by focus group technique. The attributes and levels evaluated were: flavor (marolo, marolo and soursoup, marolo, soursoup and sweet passion fruit), nutritional information (light, diet and absent) and health claims (aids reduction of cardiovascular disease risk; aids reduction of blood cholesterol; aids activation and regulation of the gastrointestinal system).

Findings

The results of conjoint analysis led to three consumers’ groups. Group 1 (majority) were more influenced by flavor (IR=26.5 percent) and nutritional information (IR=59.3 percent). Groups 2 and 3 were greatly influenced by flavor and nutritional information, respectively. Health claims influenced weakly on the intention to purchase regardless the groups. Thus, the concept of Cerrado fruit preserves for each group was different.

Originality/value

This research contributes to future studies, supporting the development of products based on Cerrado fruits and the variety of products on the market. There are few research works using conjoint analysis to evaluate consumer preferences in the early stages of new product development, which makes this paper even more relevant.

Keywords

Citation

Rodrigues, D.M., Rodrigues, J.F., Souza, V.R.d., Carneiro, J.d.D.S. and Borges, S.V. (2018), "Consumer preferences for Cerrado fruit preserves: a study using conjoint analysis", British Food Journal, Vol. 120 No. 4, pp. 827-838. https://doi.org/10.1108/BFJ-03-2017-0187

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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