| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.51 MB | Adobe PDF |
Advisor(s)
Abstract(s)
One of the challenges of studying food consumption behavior is to identify the drivers
of choice for a food product. This is particularly important to design and develop new foods for
which no previous information is available. Hibiscus sabdariffa L. (Bissap) is an herbaceous plant
and an important source of vitamins, minerals, and bioactive compounds, which confer a number
of potential health benefits to derived products. The consumption of Bissap in beverage form is
widespread in Africa and Asia, but not yet in Europe. Therefore, this study aimed to identify the main
drivers of consumer acceptance of a traditional African beverage made from Bissap to which they
had not been previously exposed. First, three focus groups (n = 22) were performed in Portugal to
characterize the sensory profile of four Bissap beverages, to reveal perceptions and attitudes towards
Bissap beverages, and to identify potential choice attributes. Subsequently, a full-profile conjoint
analysis (n = 99) was performed, where consumers evaluated 37 Bissap beverage profiles, aiming to
estimate choice attribute importance and to identify relevant market segments. Focus group findings
showed that consumers would choose Bissap because they perceived as a healthy choice, and due
to its novelty. The conjoint study showed an ideal profile for a Bissap beverage costing 0.99/L,
<18 kcal/100 mL, packaged in Tetra-pack, light red color, and containing labeling information about
antioxidants and Bissap. Four clusters of consumers were identified: price sensitive, body concerned,
packaging attracted, and demanding, highlighting the most influential choice attributes: price, calories,
and packaging. Findings provide useful guidance for new product development of an African
product in the European lifestyle. Results might be useful from a nutraceutical point of view and to
the food/beverages industry.
Description
Keywords
Bissap Africa Portugal Consumer behavior Conjoint analysis Focus groups Segmentation
Pedagogical Context
Citation
SILVA, Ana Patricia; Maria Isabel, FRANCO; MADY, Cissé; PALLET, Dominique; TOMLINS , Keith; BENNETT, Bem; PINTADO M.E.; SOTTOMAYOR. Miguel - Drivers of Acceptance of a New Beverage in Europe. Beverages. ISSN 2306-5710 . Vol. 2, N.º 2 (2016), p. 2-14