From sensory marketing to sensory design: How to drive formulation using consumers’ input?

Raz, C.; Piper, Donella; Haller, R.; Nicod, Huguette; Dusart, N.; Giboreau, Agnès

doi:10.1016/j.foodqual.2008.04.003

Cited by 73 publications

(53 citation statements)

References 26 publications

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“…The purpose of the focus group, which is one of the most widely used qualitative methods in consumer research is to acquire fundamental opinions, to clarify potential options, to get a reaction to ideas, to recommend a course of action, to make a decision, to plan or to evaluate (Krueger and Casey, 2000). As a pre-requisite for a quantitative phase, it is helpful to know the relevant sensory characteristics the new product needs to offer to please the targeted consumers (Raz et al, 2008). The final second step of survey was aimed at product fine-tuning with the application of consumer sensory tests of two types (preference test and acceptance test).…”

Section: Methodsmentioning

confidence: 99%

Does consumer preference exceed initially indicated wishes? The case of dessert topping

Borovsak

Gellynck

Pelsmaeker

et al. 2015

AAS

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however the revealed lack of innovation and new product development have a significant effect on the market position and business performance. It is known that a positive relationship exists between market orientation and business performance (Rodriguez Cano et al., 2004), which is largely dependent on the involvement of consumers' needs and wants in the innovation process (Moskowitz and Hartmann, 2008). New product devel- Does consumer preference exceed initially indicated wishes? The case of dessert toppingSuccess of a new food product on the market is strongly related to how good that product is adapted to consumers' preferences, wishes, expectations and needs. This paper shows the importance of consumer studies including consumer sensory tests for product prototype optimization on the case of an innovative sweet topping made from well-known Slovenian wine Teran. Empirical study was made combining two stages, first the exploratory qualitative research with focus groups and questionnaire and second a test for new food prototype with consumer sensory techniques. The results of the exploratory research were very encouraging and perceived market potential was substantial. However, when more precise and objective research techniques were applied, obtained managerial recommendation critically differ. Application of the consumer sensory tests, namely preference test and JAR (just about right) test, disconfirmed high expectations from the exploratory phase and showed that chocolate flavour is the main driver of liking the topping.Key words: food / new food products / sweet topping / Teran / consumers / sensory testing / preference test / hedonic test / prototype optimization Ali potrošnikov prvi odziv presega dejanske preference? Primer desertnega prelivaUspeh novega živilskega izdelka na trgu je močno povezan s tem, kako dobro je izdelek prilagojen željam, pričakova-njem in potrebam potrošnikov. V prispevku prikažemo pomembnost študije potrošnikov, ki vključuje senzorične teste pri optimizaciji in razvoju prototipa živilskega izdelka na primeru sladkega desertnega preliva, narejenega iz znanega slovenskega vina teran. Empirična raziskava je potekala v dveh stopnjah. Prvo kvalitativno stopnjo raziskave smo izvedli z intervjuji in fokusnima skupinama in drugo stopnjo z vprašalnikom, ki je vključeval testiranje s senzoričnimi tehnikami. Rezultati prvega dela raziskave so bili zelo spodbudni in zaključek prve stopnje raziskave je nakazoval visok tržni potencial za nov izdelek. S poglobljeno analizo in podrobnim vprašalnikom s senzoričnim testiranjem pa smo pridobili rezultate, ki so se kritično razlikovali od prvotno načrtovane strategije. Uporaba senzoričnih testov s potrošniki, in sicer preferenčnega testa in JAR (just about right-ravno prav) testa, je ovrgla visoka pričakovanja iz prve raziskovalne faze in pokazala, da je čokoladni okus glavni motiv všečnosti desertnega preliva.Ključne besede: živila / novi živilski izdelki / sladki preliv / teran /potrošniki / senzorična analiza / test preferenc / hedonski test / op...

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Section: Methodsmentioning

confidence: 99%

Does consumer preference exceed initially indicated wishes? The case of dessert topping

Borovsak

Gellynck

Pelsmaeker

et al. 2015

AAS

View full text Add to dashboard Cite

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“…Conforme princípios do marketing sensorial, a atividade de compra deve proporcionar muito além da utilidade do produto ao consumidor (HOLBROOK; HIRSCHMAN, 1982;RAZ et al, 2008 …”

Section: Características Do Marketing Sensorialunclassified

O Impacto Do Estímulo Ambiental Com Motivação Olfativa Sobre a Decisão De Compra Do Consumidor.

Nascimento

Mainardes

Vigna

2018

Rev. Elet. Gestão e Serviços

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ResumoOs estímulos ambientais podem influenciar o comportamento de compra do consumidor despertando emoções, sentimentos e experiências que facilitam a interação do cliente com o ambiente de loja e com o consumo. Entre os vários estímulos, neste estudo optou-se pela orientação motivacional olfativa. Delimitando-se como objetivo verificar se um ambiente aromatizado influencia na intenção de compra do consumidor. Para o seu alcance, realizou-se um estudo de campo, seguido de um experimento envolvendo duas etapas. A primeira delas abrangeu o ambiente de loja sem estímulo ambiental e a segunda envolveu a aspersão de aroma de chocolate ao leite na loja estudada. Os resultados encontrados apontaram que o efeito do aroma sobre o comportamento do consumidor, no ponto de venda, influenciou positivamente a intenção de compra, permitindo concluir que o aroma, como estímulo ambiental, influencia o comportamento de compra do consumidor em ambientes que usam dessa orientação motivacional. Palavras-chave:Marketing Sensorial. Aroma. Comportamento do Consumidor. Varejo Alimentício.Environmental stimuli may influence behavior buying of consumer arousing emotions, feelings and experiences that facilitate customer interaction with the store environment. Among the various stimuli, in this study it was opted for the olfactory motivational orientation. It was defined as objective verifies influence of the environment's aroma on intent of consumer purchase. For your fingertips held a field of study, followed by an experiment involving two steps. The first involved the store environment without environmental stimulation and the second involved a milk chocolate aroma spray in the studied store. The results showed that the effect of aroma on consumer behavior at the point of sale influenced positively the intention to purchase, allowing concluding that the aroma, as stimulus environmental, influences behavior buying of consumer in environments that use this motivational orientation. Key

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“…Agricultural companies and wine manufacturers are operating in the environment with a high level of competition and therefore it is essential for them to retain and even improve their market position to reach a higher production process efficiency (Bielik and Hupkova 2011;Raz et al 2008). This led some manufacturers and retailers to try creating a positive emotional connection to their brand, product, and point of sale (Malär et al 2011).…”

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confidence: 99%

Innovative approaches to examining consumer preferences when choosing wines

Horská¹,

Berčík²,

Krasnodębski³

et al. 2016

AGR ECON-CZECH

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Consumer neuro-science is a new fi eld in marketing, which aims to predict the consumer behaviour and to obtain information about feelings and preferences based on the physiological changes. We can objectively reveal our inexplicable behaviour to which we are not able to answer using a questionnaire in the traditional market research. An accurate measurement enables marketers to compare the response during research, such as the impact moments associated with a particular product or brand, how they react to diff erent marketing stimuli. Th e paper aims to assess the current possibilities of the interdisciplinary examination of wines as well as to identify new opportunities for the current utilization of the knowledge of modern research methods. Th e research was conducted by measuring the electrical activity of the brain through the electroencephalography (EEG) and the software platform for analysing facial expressions. Th e research objective was the recognition of consumer emotions during the tasting of eight kinds of blank samples of wine. Using the interdisciplinary research, we identifi ed facial expressions (happiness, sadness, disgust, neutral emotions, anger and surprise) that were captured immediately after tasting each type of test wines and the electrical activity in the brain based on which we have identifi ed the valence of consumers. Th e achieved results confi rm that neuro-marketing can be a useful tool that will help manufacturers and sellers to off er products that truly and not only in appearance satisfy customers. Ideally, this should lead to more a satisfi ed and better functioning market supply and demand and market positioning.

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From sensory marketing to sensory design: How to drive formulation using consumers’ input?

Cited by 73 publications

References 26 publications

Does consumer preference exceed initially indicated wishes? The case of dessert topping

Does consumer preference exceed initially indicated wishes? The case of dessert topping

O Impacto Do Estímulo Ambiental Com Motivação Olfativa Sobre a Decisão De Compra Do Consumidor.

Innovative approaches to examining consumer preferences when choosing wines

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