Article: Heterogeneity in Consumer Sensory Evaluation as a Base for Identifying Drivers of Product Choice Journal: Journal of Business and Management (JBM) 2010 Vol.16 No.1 pp.37 - 50 Abstract: In this paper we propose a multiattribute choice modeling approach to explore the heterogeneity in the saliency of product attributes in the process of a product choice that is based on sensory evaluations. We demonstrate this idea by using data about consumers' red wine evaluation. Such an approach enables managers to add knowledge about consumers\' needs and wants beyond traditional art and the experience of wine makers into the process of designing a product. We utilized a choice model that enables us to identify such attributes and, simultaneously, to estimate the choice probabilities for each different wine. Our results, based on four different red wines, indicate that based on their sensory evaluation, consumers tend to utilize several wine attributes in their choice process. The saliency of these attributes varies in different consumer segments such as gender and frequency of wine drinking. Inderscience Publishers - linking academia, business and industry through research

Title: Heterogeneity in Consumer Sensory Evaluation as a Base for Identifying Drivers of Product Choice

Authors: Oded Lowengart

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: In this paper we propose a multiattribute choice modeling approach to explore the heterogeneity in the saliency of product attributes in the process of a product choice that is based on sensory evaluations. We demonstrate this idea by using data about consumers' red wine evaluation. Such an approach enables managers to add knowledge about consumers\' needs and wants beyond traditional art and the experience of wine makers into the process of designing a product. We utilized a choice model that enables us to identify such attributes and, simultaneously, to estimate the choice probabilities for each different wine. Our results, based on four different red wines, indicate that based on their sensory evaluation, consumers tend to utilize several wine attributes in their choice process. The saliency of these attributes varies in different consumer segments such as gender and frequency of wine drinking.

Keywords: Consumer sensory evaluation; product choice; heterogeneity; sensory attributes; wine industry.

DOI: 10.1504/JBM.2010.141178

Journal of Business and Management, 2010 Vol.16 No.1, pp.37 - 50

Published online: 05 Sep 2024 *

Title: Heterogeneity in Consumer Sensory Evaluation as a Base for Identifying Drivers of Product Choice

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