Framing the perfect strawberry: An exercise in consumer-assisted selection of fruit crops
Framing the perfect strawberry: An exercise in consumer-assisted selection of fruit crops
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DOI：
10.3233/jbr-2011-027
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发表时间：
2012-01-01
影响因子：
1.7
通讯作者：
Folta, Kevin M.
中科院分区：
文献类型：
--
作者：
Colquhoun, Thomas A.;Levin, Laura A.;Folta, Kevin M.
虽然基于焦点小组的实际测试可以用来衡量消费者的偏好，但其他基于计算的方法也被证明在测试对产品的意见和情绪方面是有效的。IdeaMap（R）方法为在线的人类主体提供了一套定义给定产品的属性。受试者对产品进行评级，因为这些属性在各种组合中发生变化。分析后，产品的单个属性（确定为一致有利或不利）变得明显。在将这种方法应用于草莓时，对代表美国人口统计学广泛截面的306名受试者进行了调查。受试者根据外观、质地、健康益处、风味、购买点以及消费方式对感知的草莓水果进行评级。这些实验的结果定义了草莓的各个元素，这些元素有助于或减损“理想”的草莓体验。此外，本研究的结果表明，甜味和复杂的风味是最重要的属性，而感知的健康益处对消费者偏好的影响很小。购买点可以有很强的积极或消极影响，这取决于人口比例。对这些结果的进一步分析表明，没有一个单一的、完美的草莓。具体的好恶和偏好随着种族、年龄、性别、城市或郊区位置、教育和婚姻状况而变化。这项研究的结果可以帮助塑造育种的优先事项，以及提供重要的指导，营销到特定的人口，以增加草莓消费的利益。
While hands-on, focus-group-based testing may be used to measure consumer preference, other computationally-based methods have also proven effective in testing opinions and sentiment toward a product. The IdeaMap (R) approach presents online, human subjects with a suite of attributes that define a given product. The subjects rate the product as these attributes change in various combinations. Upon analysis, individual attributes of the product, identified as consistently favorable or unfavorable, become apparent. In applying this methodology to strawberries, three-hundred and six subjects representing a broad cross-section of demographics from the United States were surveyed. The subjects rated perceived strawberry fruits based on appearance, texture, health benefits, flavor, point of purchase, and how they were consumed. Results from these experiments define the individual elements of a strawberry that contribute to or detract from an "ideal" strawberry experience. Furthermore, the results of this study indicate that sweetness and complex flavors are the most important attributes, while perceived health benefits had little influence on consumer preference. The point of purchase can have a strong positive or negative effect, depending on the demographic fraction. Additional analysis of these results illustrate that there is not a single, perfect strawberry. Specific likes, dislikes and preferences change with ethnicity, age, gender, urban or suburban location, education and marital status. The results from this study can help shape breeding priorities as well as provide important guidance for marketing to specific demographics in the interest of increasing strawberry consumption.