Identifying Drivers for Consumer Acceptance and Purchase Intent of Corn Tortilla

Abstract

The traditional production of corn tortilla has been modified by new processing technologies to make possible a commercial-scale production; this practice has resulted in products having sensory properties different from those produced by the traditional method. There is no published information on sensory attributes driving acceptance and purchase intent of corn tortillas. Identifying sensory drivers for acceptance and purchase intent of corn tortillas will help commercially produce products that satisfy consumers' expectations. A consumer study was conducted to evaluate acceptance and purchase intent of corn tortillas and determine drivers of acceptance and purchase intent of the products. Ten samples of corn tortillas were selected to represent a variety of corn tortillas available in the Mexican market. Three hundred Mexican consumers evaluated acceptability of appearance, color, thickness, rollability, resistance to tearing, aroma, chewiness, taste and aftertaste, and overall liking using a 9-point hedonic scale. Overall acceptance and purchase intent were determined with a yes/no scale. Analysis of variance and multivariate analysis of variance revealed that consumers were able to differentiate differences in sensory acceptability among 10 samples. For example, 2 homemade and 1 small commercial-scale samples, with an overall liking score of 6.6 to 6.7, were more acceptable than others. Rollability, resistance to tearing, and chewiness were attributes underlying overall differences among 10 samples. Attributes determining overall acceptance of corn tortillas were chewiness and overall liking. Purchase intent was influenced by overall appearance, rollability, chewiness, taste, and overall liking. This study revealed critical sensory attributes and their weights given by Mexican consumers when making decisions for acceptance and purchase intent of corn tortilla.

The Effect of Fashion Leadership and Sustainable Clothing Attributes on Purchase Intention: Case of a School-Sponsored Store

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“…Research has investigated the influence of clothing attributes on consumers' purchase intentions and found that consumers are significantly influenced by different attributes when determining overall acceptance of fashion products [12][13][14][15][16]. In the case of fashion items, an additional consideration is fashion leadership which influences product evaluation and purchasing of products [7,[17][18][19][20][21].…”

Model of acceptance of a new type of beverage: application to natural sparkling red wine

“…These are the variables that best explain acceptance of this beverage, alone accounting for 41.34% of the variance. In accordance with the antecedents established in the formulation of H3 and as established elsewhere (Ronteltap et al, 2007;Herrera et al, 2007;Sae-Eaw et al, 2007;Chung et al, 2011;Montouto et al, 2012;Talsma et al, 2013;Espina et al, 2014), it is proposed that efforts focus on new visual, olfactory and taste-related sensations with a view to producing an appetising product that offers good value for money. Research and development institutes such as the INIA should innovate towards products that highlight these sensations.…”

“…Frewer et al, 1997;Ronteltap et al, 2007;Vanhonacker et al, 2013), and sensory attributes (e.g. Elsner et al, 1998;Herrera et al, 2007;Sae-Eaw et al, 2007;Chung et al, 2011;Montouto et al, 2012;Talsma et al, 2013;Espina et al, 2014;Bearth et al, 2014) influence the intention to consume: H1: The expected health benefits of the new natural sparkling red wine positively affect the intention to consume it.…”

Quality classification of corn tortillas using computer vision

“…Many aspects of the tortilla production still depend on the operator's expertise such as well as dough input, mixing, shaping, baking and others process parameters. Herrera-Corredor et al (2007) concluded in a consumer study that overall acceptance of corn tortillas depended on chewiness as well as overall liking. Purchase intent was influenced mainly by appearance, plasticity, chewiness, taste, and overall liking.…”