Daniele Asioli, Ph.DDaniele Asioli, Ph.DDaniele Asioli, Ph.DDaniele Asioli, Ph.DMaurizio Canavari, Erika Pignatti, Rungsaran Wongprawmas

DepartmentDepartmentDepartmentDepartment ofofofof AgriculturalAgriculturalAgriculturalAgricultural EconomicsEconomicsEconomicsEconomics and and and and EngineeringEngineeringEngineeringEngineering ––––

ALMA MATER STUDIORUM UNIVERSITY OF BOLOGNAALMA MATER STUDIORUM UNIVERSITY OF BOLOGNAALMA MATER STUDIORUM UNIVERSITY OF BOLOGNAALMA MATER STUDIORUM UNIVERSITY OF BOLOGNA

10th International MAPP Workshop on Consumer Behaviour and Food Marketing

“Hedonic marketing: The interaction of sensory and informational characteristics in food products” Hedonic marketing: The interaction of sensory and informational characteristics in food products” Hedonic marketing: The interaction of sensory and informational characteristics in food products” Hedonic marketing: The interaction of sensory and informational characteristics in food products”

MiddelfartMiddelfartMiddelfartMiddelfart, DENMARK, DENMARK, DENMARK, DENMARK, , , , 16 May 2012 16 May 2012 16 May 2012 16 May 2012

Are sensory and labeling Are sensory and labeling Are sensory and labeling Are sensory and labeling attributes suitable to segment attributes suitable to segment attributes suitable to segment attributes suitable to segment Italian organic consumers?Italian organic consumers?Italian organic consumers?Italian organic consumers?

OutlineOutlineOutlineOutline

� Introduction

� Objectives

� Conceptual framework

�Model

� Data collection and analysis

� Results

� Discussion

� Conclusions

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IntroductionIntroductionIntroductionIntroduction

� High dynamismdynamismdynamismdynamism of organic food marketorganic food marketorganic food marketorganic food market

� ChangesChangesChangesChanges in expectations expectations expectations expectations and motivations motivations motivations motivations of organic consumersorganic consumersorganic consumersorganic consumers: INCREASING ATTENTION INCREASING ATTENTION INCREASING ATTENTION INCREASING ATTENTION towards SENSORY ASPECTS!!SENSORY ASPECTS!!SENSORY ASPECTS!!SENSORY ASPECTS!!

� Sensory features Sensory features Sensory features Sensory features as amongamongamongamong the most relevant criteria of organic most relevant criteria of organic most relevant criteria of organic most relevant criteria of organic food purchasefood purchasefood purchasefood purchase (Akgüngör et al., 2010; Cerjak et al., 2010)

� Consumers are willing to pay a premiumwilling to pay a premiumwilling to pay a premiumwilling to pay a premium for organic food organic food organic food organic food for unique taste taste taste taste or smell smell smell smell (Luth et al., 2005)

� Lack of research Lack of research Lack of research Lack of research on consumer segmentation consumer segmentation consumer segmentation consumer segmentation based also on sensory features sensory features sensory features sensory features (Sidel and Stone,1993), which integrate sensory integrate sensory integrate sensory integrate sensory analysis and consumer researchanalysis and consumer researchanalysis and consumer researchanalysis and consumer research

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ObjectivesObjectivesObjectivesObjectives

� Testing Testing Testing Testing relevance relevance relevance relevance and influence of sensory influence of sensory influence of sensory influence of sensory attributes attributes attributes attributes and sensory labelling sensory labelling sensory labelling sensory labelling on Italian Italian Italian Italian organic consumers’ behaviour organic consumers’ behaviour organic consumers’ behaviour organic consumers’ behaviour

� Can sensory aspects Can sensory aspects Can sensory aspects Can sensory aspects be considered as considered as considered as considered as additionaladditionaladditionaladditional and necessary specifications to necessary specifications to necessary specifications to necessary specifications to segment Italian organic consumerssegment Italian organic consumerssegment Italian organic consumerssegment Italian organic consumers?

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Conceptual framework Conceptual framework Conceptual framework Conceptual framework � Adapted FRL model Adapted FRL model Adapted FRL model Adapted FRL model considering consumer’s sensory preferences consumer’s sensory preferences consumer’s sensory preferences consumer’s sensory preferences

and attitude towards sensory labeling and informationsensory labeling and informationsensory labeling and informationsensory labeling and information

� Data Data Data Data and information information information information about “consumer’s sensory preferences” “consumer’s sensory preferences” “consumer’s sensory preferences” “consumer’s sensory preferences” from ECROPOLIS from ECROPOLIS from ECROPOLIS from ECROPOLIS project:

1.1.1.1. Literature review Literature review Literature review Literature review about sensory and consumers’ behaviour

2.2.2.2. 5 focus groups 5 focus groups 5 focus groups 5 focus groups performed in each of the 6 countries

3.3.3.3. Information exchange Information exchange Information exchange Information exchange and discussiondiscussiondiscussiondiscussion with experts of sensory experts of sensory experts of sensory experts of sensory

analysis, marketing researchers and organic operatorsanalysis, marketing researchers and organic operatorsanalysis, marketing researchers and organic operatorsanalysis, marketing researchers and organic operators5

ModelModelModelModel

� Variables included in the FINAL MODEL:Variables included in the FINAL MODEL:Variables included in the FINAL MODEL:Variables included in the FINAL MODEL:

� FRL reduced and adaptedFRL reduced and adaptedFRL reduced and adaptedFRL reduced and adapted

� Sensory preferencesSensory preferencesSensory preferencesSensory preferences

� Consumer attitudes towards product informationConsumer attitudes towards product informationConsumer attitudes towards product informationConsumer attitudes towards product information

� Sensory labelingSensory labelingSensory labelingSensory labeling

� SocioSocioSocioSocio----demographic demographic demographic demographic

� Organic food consumption behaviourOrganic food consumption behaviourOrganic food consumption behaviourOrganic food consumption behaviour

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Data collectionData collectionData collectionData collection� StandardizedStandardizedStandardizedStandardized quantitative questionnairequestionnairequestionnairequestionnaire

� THEMESTHEMESTHEMESTHEMES: organic food consumption behaviour, dietary habits, organic food consumption behaviour, dietary habits, organic food consumption behaviour, dietary habits, organic food consumption behaviour, dietary habits, sensory preferences, product information, sensory labeling, sociosensory preferences, product information, sensory labeling, sociosensory preferences, product information, sensory labeling, sociosensory preferences, product information, sensory labeling, socio----demographic informationdemographic informationdemographic informationdemographic information

� Pre-test (10% sample)

� Sample features (CRITERIA):

� Regular (Heavy users) or occasional (Light users) organic consumers

� 2/3 female and 1/3 male

� 50%: 18-45 years and 50%: 46-75 years

� Responsible of household’s food purchase 7

Data collection (2)Data collection (2)Data collection (2)Data collection (2)

� SURVEY: November 2010 – January 2011

� LOCATION: Bologna (Italy)

� Electronic questionnaire + product tasting

� 30-45 minutes test/consumer

� 15 Euro value as gift/consumer

� TARGET SAMPLE SIZE: 300 consumers8

Data analysisData analysisData analysisData analysis

� SPSS Statistical Software 17.0

� PROCEDURES

1.1.1.1. Sample descriptionSample descriptionSample descriptionSample description: socio-demographic features

2.2.2.2. Principal Component Analysis Principal Component Analysis Principal Component Analysis Principal Component Analysis (Varimax) to identify factors aimed at describing groups of consumers

3.3.3.3. Cluster analysisCluster analysisCluster analysisCluster analysis:

� Hierarchical cluster analysis: Ward’s method

� K-means clustering

4444. ANOVA and Tukey PostANOVA and Tukey PostANOVA and Tukey PostANOVA and Tukey Post----hoc testshoc testshoc testshoc tests: consumer profiling

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Results Results Results Results –––– Sample descriptionSample descriptionSample descriptionSample description� 301301301301 organic consumersconsumersconsumersconsumers: 181 light users and 120 heavy users

� 35% male and 65% female

� 50% between 18-45 years and 50% between 46-75 years

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� 57%: high school57%: high school57%: high school57%: high school� 30%: university degree30%: university degree30%: university degree30%: university degree

� 44%: income lower than 44%: income lower than 44%: income lower than 44%: income lower than 2,000 Euro2,000 Euro2,000 Euro2,000 Euro� 20%: income higher than 20%: income higher than 20%: income higher than 20%: income higher than 3,000 Euro3,000 Euro3,000 Euro3,000 Euro

Results Results Results Results –––– PCAPCAPCAPCA

� 14 factors with

eigenvalue >1: 62.56% of

variance explained

� KMOKMOKMOKMO: 0.770

� BARTLETT’S TEST OF BARTLETT’S TEST OF BARTLETT’S TEST OF BARTLETT’S TEST OF

SPHERICITYSPHERICITYSPHERICITYSPHERICITY: significant

� SCREE PLOTSCREE PLOTSCREE PLOTSCREE PLOT: 5 dimensions!!

(28 % VARIANCE)11

Results Results Results Results –––– PCA (2)PCA (2)PCA (2)PCA (2)

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FACTORSFACTORSFACTORSFACTORS VARIABLESVARIABLESVARIABLESVARIABLESI am an excellent cook

I love cooking or baking

I know exactly which ingredients I need to prepare a high quality meal

I like cooking as professional cooks would do

I like to try out new recipes

I am always looking for new taste experiences

I don't mind paying a higher price for high-quality food products

I don't mind paying a higher price for organic products

I don't mind paying a higher price for very tasty products

Labels are useful to evaluate the quality of food products

I am searching for labels in order to buy high quality products

Food branded products support my buying decisions

It is important to me that food products I buy are fresh

For me it is important to buy traditional products from my region

I like to make use of traditional recipes when I cook

I prefer fresh products to canned or frozen ones

When I go shopping. I enjoy trying new food products

I like to buy food products that are enriched with additional

healthy ingredients

I like buying food products in specialty food stores where

I can get expert advice

PASSION FOR COOKING PASSION FOR COOKING PASSION FOR COOKING PASSION FOR COOKING AND NEW EXPERIENCESAND NEW EXPERIENCESAND NEW EXPERIENCESAND NEW EXPERIENCES

Variance: 8.22%

WTP FOR QUALITYWTP FOR QUALITYWTP FOR QUALITYWTP FOR QUALITY

LABELS/BRAND LABELS/BRAND LABELS/BRAND LABELS/BRAND INFLUENCEINFLUENCEINFLUENCEINFLUENCE

TRADITION AND TRADITION AND TRADITION AND TRADITION AND FRESHNESSFRESHNESSFRESHNESSFRESHNESS

INNOVATION, INNOVATION, INNOVATION, INNOVATION, NOVELTY AND VALUENOVELTY AND VALUENOVELTY AND VALUENOVELTY AND VALUE----ADDESS PRODUCTS/ ADDESS PRODUCTS/ ADDESS PRODUCTS/ ADDESS PRODUCTS/ SERVICESSERVICESSERVICESSERVICES

Variance: 5.43%

Variance: 4.82%

Variance: 4.80%

Variance: 4.78%

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2

3

4

5

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Results Results Results Results –––– CACACACA

CLUSTERCLUSTERCLUSTERCLUSTER

1111

Adventurous Adventurous Adventurous Adventurous

consumersconsumersconsumersconsumers

2222

Balanced informed Balanced informed Balanced informed Balanced informed

consumersconsumersconsumersconsumers

3333

Self confident Self confident Self confident Self confident

consumersconsumersconsumersconsumers

4444

Innovators with Innovators with Innovators with Innovators with

price consciousnessprice consciousnessprice consciousnessprice consciousness

FACTOR 1: Passion for cooking FACTOR 1: Passion for cooking FACTOR 1: Passion for cooking FACTOR 1: Passion for cooking

and new experiences and new experiences and new experiences and new experiences

.273 -.025 .258 -.280

FACTOR 2: Willingness to pay for FACTOR 2: Willingness to pay for FACTOR 2: Willingness to pay for FACTOR 2: Willingness to pay for

quality quality quality quality

.386 .413 .047 -.808

FACTOR 3: Labels/brands FACTOR 3: Labels/brands FACTOR 3: Labels/brands FACTOR 3: Labels/brands

influence influence influence influence

-1.637 .575 -.444 .128

FACTOR 4: Tradition and FACTOR 4: Tradition and FACTOR 4: Tradition and FACTOR 4: Tradition and

freshness freshness freshness freshness

.100 .470 .077 -.810

FACTOR 5: Innovation, novelty FACTOR 5: Innovation, novelty FACTOR 5: Innovation, novelty FACTOR 5: Innovation, novelty

and valueand valueand valueand value----added products/services added products/services added products/services added products/services

.889 .280 -1.234 .259

10.30% sample10.30% sample10.30% sample10.30% sample 40.53% sample40.53% sample40.53% sample40.53% sample 22.26% sample22.26% sample22.26% sample22.26% sample 26.91% sample26.91% sample26.91% sample26.91% sample

Results Results Results Results –––– ANOVA ANOVA ANOVA ANOVA ---- PostHOCPostHOCPostHOCPostHOC

� All of 5 factors reliably distinguish All of 5 factors reliably distinguish All of 5 factors reliably distinguish All of 5 factors reliably distinguish the 4 clusters4 clusters4 clusters4 clusters

� Clusters do not differ significantly in organic buying Clusters do not differ significantly in organic buying Clusters do not differ significantly in organic buying Clusters do not differ significantly in organic buying

motivationsmotivationsmotivationsmotivations, except for the variable “Suitable to me”

� All clusters differ significantly for the socioAll clusters differ significantly for the socioAll clusters differ significantly for the socioAll clusters differ significantly for the socio----demographic demographic demographic demographic

variablesvariablesvariablesvariables : AGE, GENDER, TYPE OF CONSUMER,

LEVEL OF EDUCATION and HOUSEHOLD INCOME

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Results Results Results Results –––– Cluster profilesCluster profilesCluster profilesCluster profiles

� CL 1: “ADVENTUROUS CONSUMERSADVENTUROUS CONSUMERSADVENTUROUS CONSUMERSADVENTUROUS CONSUMERS” (10,3%)

�Smallest Smallest Smallest Smallest consumer segmentsegmentsegmentsegment

�Willing to test new foodWilling to test new foodWilling to test new foodWilling to test new food products, appreciate innovation appreciate innovation appreciate innovation appreciate innovation and

nutritional enrichments:

�WTP a premium price for quality WTP a premium price for quality WTP a premium price for quality WTP a premium price for quality (organic, tasty)!!

�Do not look for labels not look for labels not look for labels not look for labels and brand information brand information brand information brand information for buying decisionsbuying decisionsbuying decisionsbuying decisions

�Youngest Youngest Youngest Youngest group

�Higher percentage of high school education/universityHigher percentage of high school education/universityHigher percentage of high school education/universityHigher percentage of high school education/university

�Lowest monthly incomeLowest monthly incomeLowest monthly incomeLowest monthly income

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Results Results Results Results –––– Cluster profilesCluster profilesCluster profilesCluster profiles� CL 2: “BALANCED INFORMED CONSUMERSBALANCED INFORMED CONSUMERSBALANCED INFORMED CONSUMERSBALANCED INFORMED CONSUMERS” (40,5%)

�Largest Largest Largest Largest consumer segmentsegmentsegmentsegment

�Guided by labels, brands Guided by labels, brands Guided by labels, brands Guided by labels, brands and informationinformationinformationinformation - not specific information

like sensory information - to choose quality productschoose quality productschoose quality productschoose quality products

�WTPWTPWTPWTP for organic quality organic quality organic quality organic quality and tasty productstasty productstasty productstasty products

�Appreciate traditional Appreciate traditional Appreciate traditional Appreciate traditional and typical productstypical productstypical productstypical products

�“Oldest” group group group group and higher percentage of female consumershigher percentage of female consumershigher percentage of female consumershigher percentage of female consumers

�Higher proportion of heavy usersheavy usersheavy usersheavy users

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Results Results Results Results –––– Cluster profilesCluster profilesCluster profilesCluster profiles� CL 3: “SELFSELFSELFSELF----CONFIDENT CONSUMERSCONFIDENT CONSUMERSCONFIDENT CONSUMERSCONFIDENT CONSUMERS” (22,3%)

�Negative attitude Negative attitude Negative attitude Negative attitude towards innovation innovation innovation innovation and noveltynoveltynoveltynovelty

�IndifferentIndifferentIndifferentIndifferent to any kind of information information information information concerning food quality

�Quite indifferent towards traditionsindifferent towards traditionsindifferent towards traditionsindifferent towards traditions

�Balanced price/performance ratioBalanced price/performance ratioBalanced price/performance ratioBalanced price/performance ratio

�Age: average

�Higher percentage of higher level of education (high school / higher level of education (high school / higher level of education (high school / higher level of education (high school /

university)university)university)university)

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Results Results Results Results –––– Cluster profilesCluster profilesCluster profilesCluster profiles� CL 4: “INNOVATORS WITH PRICE CONSCIOUSNESSINNOVATORS WITH PRICE CONSCIOUSNESSINNOVATORS WITH PRICE CONSCIOUSNESSINNOVATORS WITH PRICE CONSCIOUSNESS” (26,9%)

�NotNotNotNot interestedinterestedinterestedinterested in traditiontraditiontraditiontradition and rawrawrawraw materialsmaterialsmaterialsmaterials freshnessfreshnessfreshnessfreshness

�NotNotNotNot passionatepassionatepassionatepassionate cookscookscookscooks

�InterestInterestInterestInterest in innovationinnovationinnovationinnovation and noveltynoveltynoveltynovelty in food products/services

�Price Price Price Price asasasas strongeststrongeststrongeststrongest foodfoodfoodfood driver:driver:driver:driver: notnotnotnot WTP WTP WTP WTP for qualityqualityqualityquality productproductproductproduct

�HigherHigherHigherHigher quota of light users light users light users light users

�HigherHigherHigherHigher educationeducationeducationeducation levellevellevellevel

�MonthlyMonthlyMonthlyMonthly incomeincomeincomeincome between 1,000 and 3,000 1,000 and 3,000 1,000 and 3,000 1,000 and 3,000 EurosEurosEurosEuros

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DiscussionDiscussionDiscussionDiscussion

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� Caution in generalizing resultsCaution in generalizing resultsCaution in generalizing resultsCaution in generalizing results: small and probably biased sample!!

� 5 factors related to FRL + brand orientation explain the 5 factors related to FRL + brand orientation explain the 5 factors related to FRL + brand orientation explain the 5 factors related to FRL + brand orientation explain the highest amount of variancehighest amount of variancehighest amount of variancehighest amount of variance

� Sensory variables Sensory variables Sensory variables Sensory variables (“core organic taste” and “sensory information”) explain a very low share of variance: WHY?very low share of variance: WHY?very low share of variance: WHY?very low share of variance: WHY?

�Maybe organic consumers organic consumers organic consumers organic consumers are a very specific kind of consumersa very specific kind of consumersa very specific kind of consumersa very specific kind of consumers, whose behaviour is guidedguidedguidedguided by other drivers other drivers other drivers other drivers and/or are not sensoryare not sensoryare not sensoryare not sensory----trained trained trained trained

� General information General information General information General information still playsplaysplaysplays an important role important role important role important role in affecting organic consumers buying decisionsconsumers buying decisionsconsumers buying decisionsconsumers buying decisions

ConclusionsConclusionsConclusionsConclusions� Sensory variables Sensory variables Sensory variables Sensory variables are not able to add information to the segmentation of not able to add information to the segmentation of not able to add information to the segmentation of not able to add information to the segmentation of

Italian organic consumersItalian organic consumersItalian organic consumersItalian organic consumers

� FURTHER RESEARCH FURTHER RESEARCH FURTHER RESEARCH FURTHER RESEARCH :� Better define sensory preferences in segmenting consumers according to define sensory preferences in segmenting consumers according to define sensory preferences in segmenting consumers according to define sensory preferences in segmenting consumers according to

their lifestyles their lifestyles their lifestyles their lifestyles and improving FRL model improving FRL model improving FRL model improving FRL model � Experimental economics analysis Experimental economics analysis Experimental economics analysis Experimental economics analysis to evaluate consumer WTP for sensory consumer WTP for sensory consumer WTP for sensory consumer WTP for sensory

variables variables variables variables (specific segment: “Balanced informed consumersBalanced informed consumersBalanced informed consumersBalanced informed consumers”)� CrossCrossCrossCross----country comparison country comparison country comparison country comparison to test national differences (test model)

� MANAGERIAL IMPLICATIONSMANAGERIAL IMPLICATIONSMANAGERIAL IMPLICATIONSMANAGERIAL IMPLICATIONS: � FocusingFocusingFocusingFocusing on the way way way way they communicate quality to consumers communicate quality to consumers communicate quality to consumers communicate quality to consumers and trying trying trying trying

new approaches to attract new consumers new approaches to attract new consumers new approaches to attract new consumers new approaches to attract new consumers (e.g. “Tasting”)� The group “Balanced informed consumersBalanced informed consumersBalanced informed consumersBalanced informed consumers” may be more sensitive more sensitive more sensitive more sensitive to

quality cuesquality cuesquality cuesquality cues and label/brandslabel/brandslabel/brandslabel/brands informationinformationinformationinformation (also sensory? WTP?also sensory? WTP?also sensory? WTP?also sensory? WTP?) while “adventurous consumersadventurous consumersadventurous consumersadventurous consumers ” are sensitivesensitivesensitivesensitive towards quality cuesquality cuesquality cuesquality cues

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AcknowledgementsAcknowledgementsAcknowledgementsAcknowledgementsFinancial support from the Commission of the European Communities and

organic SMEs of Switzerland, Germany, The Netherlands, Poland, Italy Switzerland, Germany, The Netherlands, Poland, Italy Switzerland, Germany, The Netherlands, Poland, Italy Switzerland, Germany, The Netherlands, Poland, Italy and

FranceFranceFranceFrance for FP7 Project No. 218477-2 (ECROPOLIS ECROPOLIS ECROPOLIS ECROPOLIS –––– ““““Organic Sensory Organic Sensory Organic Sensory Organic Sensory

Information System: Documentation of sensory properties through testing and Information System: Documentation of sensory properties through testing and Information System: Documentation of sensory properties through testing and Information System: Documentation of sensory properties through testing and

consumer research for the organic industryconsumer research for the organic industryconsumer research for the organic industryconsumer research for the organic industry”) is acknowledged. The research

conducted in Italy was performed in the framework of a study covering also

the other target countries. Results of the cross-country study are available in

Obermowe et al. (2011) "Sensory-based target groups for the organic food

market - Comparative report from quantitative consumer research," in

Deliverable No. 4.3 of ECROPOLIS Project. University of Goettingen (UGOE),

Goettingen, Germany.

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THANK YOU VERY MUCH THANK YOU VERY MUCH THANK YOU VERY MUCH THANK YOU VERY MUCH

FOR YOUR ATTENTION!!!FOR YOUR ATTENTION!!!FOR YOUR ATTENTION!!!FOR YOUR ATTENTION!!!

Email: daniele.asioli@gmail.comEmail: daniele.asioli@gmail.comEmail: daniele.asioli@gmail.comEmail: daniele.asioli@gmail.com

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