C. Bogus (1), J. Hampshire (1), R. Möslein (2), A. Scharf (3)
1 University of Applied Sciences Fulda, Germany,
2 ISI GmbH Göttingen Germany,
3 University of Applied Sciences, Nordhausen, Germany
Often producers of food and luxury goods launch differentiated variants of their established brands. These new products differ from the standard by an additional functional value and promise not only pleasure but also some health benefits. In many cases a modification of the product concept also requires changes of the sensory product characteristics.
The aim of the present study was to learn more about the relationship between the sensory product quality and the thereby affected images and associations of consumers, e.g. due to which sensory product attributes consumers assign an additional benefit to the tested products.
With this approach a correlation between the sensory dimensions and Marketing variables (expected benefits, consumption situation) has been established. The results show how a product should be designed to fulfil specific needs or to fit in a concrete situation.
The empirical part was carried out on ten chocolate cereal bars. First a descriptive panel delivered objective sensory profiles of the products. An additionally conducted consumer test provided sensory acceptance data and evaluated the suitability of the cereal bars for certain consumption situations. Further the subjects were asked to assign to each product the expected benefits. Via PLS regression a relationship was established between the objective sensory data and the consumers’ subjective evaluations. The results show how for instance a chocolate cereal bar which was perceived by the descriptive panel as “intensively coloured”, “slightly sweet” and “rather hard” is regarded by consumers as “rich in whole grain” and “dietary fibre” as well as appropriate for use “after sports”.
This approach provides valuable information for both R&D and Marketing. It proves how consumers can get involved in early stages of product development and are enabled to influence the intrinsic and extrinsic product characteristics.
