Modeling consumer satisfaction to identify drivers for liking: An online survey based on images of Habanero pepper (Capsicum chinense Jacq.)

Abstract

The objective of this study was to analyze the impact of factors that influence consumer satisfaction (CSAT) and how emotions and sensory attributes are related to the consumer's preference for Habanero pepper. In Phase 1: A total of 202 Habanero pepper consumers responded to a structured survey to determine the influence of factors on satisfaction using the Partial Least Squares (PLS)-Path modeling technique.In Phase 2: A total of 498 pepper consumers evaluated images of immature, intermediate-ripened, and ripened Habanero peppers assigning emotions, sensory attributes, and liking level for each chili image. Results showed that the relationship between intrinsic, extrinsic quality, and consumer safety influenced CSAT. Immature and ripened chili peppers were most preferred. Immature chilies elicited calm, bored, tame, and mild emotions that were related to attributes green vegetable, fresh leaf, and crunchiness. Ripened Habanero peppers elicited emotions such as loving, pleasant, active, worried, satisfied, happy, guilty, wild, aggressive, and joyful that were related to attributes mouth heat, mouth hardness, mouth numbness, and pungency. Satisfaction of Habanero pepper consumers is influenced by safety, extrinsic and intrinsic quality which includes emotions and sensory aspects such as color and texture. Practical ApplicationsThe use of online questionnaires is an effective tool to collect data for the explanation of the relationships between intrinsic and extrinsic factors from the consumer's point of view and for the evaluation of sensory attributes and emotions evoked

Sensory, cognitive perception, and consumer liking of Mexican Persian lime (Citrus latifolia Tanaka): an online survey with pictures comparing consumer types and sale contexts

“…The check‐all‐that‐apply (CATA) technique was used for analysing emotions and memories data. For data collection, consumers were asked to select the emotions and memories evoked by the images (Vidal et al ., 2018; Peralta‐Cruz et al ., 2021). The intensity rating and CATA are techniques that have been used with consumers and are usually adapted for collecting data using Google® Forms.…”

“…For this reason, online surveys based on images allow the consumer to activate the long‐term semantic memory where the sensory information of the product is stored (Piqueras‐Fiszman & Spence, 2015; Peralta‐Cruz et al ., 2021). Currently, online surveys have made it possible to extract sensory information from foods such as wines, chicken breasts, tortillas, and habanero peppers (Jose‐Coutinho et al ., 2015; Oliveira e Silva et al ., 2020; Peralta‐Cruz et al ., 2021; Santiago‐Cruz et al ., 2021; Cabal‐Prieto et al ., 2022). The objective of this research was to evaluate the sensory and cognitive perception of different types of consumers and sale contexts of Mexican Persian lime through images and online surveys.…”

“…Due to the importance and potential of the Mexican Persian lime, future research with this citrus must be focused on the study and verification of hypotheses about the relationships between sensory, cognitive, socioeconomic aspects, trust in the product, and sustainable determinants in order to have a more robust view of consumer purchase intention(Tsai et al, 2019;Peralta-Cruz et al, 2021;Bai et al, 2023). , free, good nature, happy, loving, nostalgic and warm and positive memories (childhood, couple, climate, and nature), although their preference was oriented to the context of sales in farm and supermarket.…”

“…(Husson et al, 2001;Escofier & Pag es, 2008).Stage 2emotions and memories evoked by type of consumer Cochran's Q statistical technique was used to determine the emotions and memories evoked by the different images of Persian lime in each type of consumer. Subsequently, the cognitive map that simultaneously represented the significant emotions and memories of the three groups of consumers was generated using the MFA technique(Husson et al, 2001;Escofier & Pag es, 2008;Santiago-Cruz et al, 2021).Stage 3sensory connection, emotions, and memories with the preference of each type of Persian lime consumer and sale context The MFA technique was applied to explain the preference or rejection reactions of each type of consumer based on sensory attributes, emotions, and evoked memories(Husson et al, 2001;Escofier & Pag es, 2008;Peralta-Cruz et al, 2021). Only sensory attributes, emotions, and memories with values of P < 0.05 were used(Meyeres & Castura, 2014).…”

Evaluation of the Volatile Composition and Sensory Behavior of Habanero Pepper during Lactic Acid Fermentation by L. plantarum

“…The study previously conducted by Peralta-Cruz et al [ 13 ] showed that there was a difference in the emotions caused by the degree of maturity of Habanero pepper (unripe or ripe) as well as in the sensory attributes to which they were related. Thus, the response in the emotions and sensory attributes of habanero pepper might be affected during the fermentation of this fruit due to the biochemical changes that the raw material will undergo in the process [ 14 ].…”