Market‐oriented methodologies to optimise consumer acceptability of Cheddar‐type cheeses

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Abstract
The formulation and marketing of new food products are very complex and there are many interacting influences on consumer acceptance, e.g. the person, the food product and the environment. Market analysis and sensory analysis were used to determine consumer preferences for Cheddar‐type cheeses. Consumers’ attitudes, perceptions and purchase behaviour were investigated by means of a structured questionnaire. Eight Cheddar‐type cheeses were objectively assessed by a trained panel using descriptive sensory profiling, and, in parallel, were hedonically rated by 100 “naïve” consumers. Preference mapping was used to illustrate the subjective sensory data before the “naïve” consumers were segmented into homogeneous groups using hierarchical cluster analysis. Five focus groups, representing different socio‐economic categories, investigated in‐depth influences on preferences and purchase behaviour. Cheddar‐type cheese was the most frequently purchased and preferred cheese, and taste was the most important attribute influencing the purchase decision. Consumers preferred a premium cheese described as “creamy” and “mouthcoating” and least liked a reduced‐fat cheese described as “rancid” and “rubbery”. The focus groups helped explain issues that arose in both the questionnaire and sensory analysis. This study showed that a combination of market and sensory analysis gave a more valuable explanation of consumer acceptance of Cheddar‐type cheese than either method could on its own. However, relationships were determined by observation rather than mathematically and therefore this integration must be further developed in order to build a predictive model for this product.