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TATIONpRÆSEN

5 DECEMBER 2013

“BERRYMEAT” CONSUMER EXPERIMENTS- A CASE OF NOVEL FOOD PRODUCTS’ CONSUMER ACCEPTANCE

ANALYSED THROUGHOUT THE CONSUMPTION CYCLE

MORTEN FENGERMAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTORAARHUS UNIVERSITET

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BERRYMEATMORTEN FENGER

5 DECEMBER 2013

MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR

AGENDA

› The BERRYMEAT project case1. The effect of ”storytelling” on product preference

2. Measuring quality expectations in throughout the consumption cycle

3. Explaining quality expectation changes over time

4. Explaining willingness-to-pay changes over time

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THE BERRYMEAT PROJECT› Project title

› New market perspectives using herbs and berries in organic meat products – BERRYMEAT

› Partners› AU Food and Agriculture research (screen various herbs and berries for preserving effects)› Danish Meat Research Institute (scientifically testing the effect of preserving processed meat product

with the candidate herbs and berries, and combinations hereof)› MAPP centre (analyse consumer’s acceptance of BERRYMEAT products)› Hanegal (ecological major meat processor, project partner)› Tulip (conventional major meat processor, project partner)

› Project sponsor› The project is financed by GUDP Green Growth and Demonstration Programme, under the Danish

Ministry of Food, Agriculture and Fishery

› Project timeframe› 2011-2013

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Identification of willingness-to-pay

for BERRYMEAT products

Pre/post purchase study

Consumer tests of BERRYMEAT

products and information

relating thereto

BACKGROUND FOR THE STUDY

”Products preserved with herbs and berries from WP2 and WP4

will be used for consumer tests where 150 consumers will receive

samples (…) for tasting, together with information on production

technology. Pre- and post-trial attitude to the preservation

technology and re-purchase intention will be measured. This will

show how attractive the products are to the consumer, e.g. how

the products are compared to traditional products and what price

the consumer is willing to pay”

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FOOD PRODUCT LAUNCHES WITH NITRITE

› With nitrite, globally 1998-2013 (2013 up to 15. of August only)

› With nitrite, DK1998-2013(2013 up to 15. of August only)

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(Source: Mintel GNDP)


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THREE STEPS IN THE PROJECT1. Preliminary focus groups

› Which attitude does the consumers have towards the preservation technique, where berries and herbs are applied?

› Which berries and herbs are accepted in processed meats by Danish consumers?

› Can consumers accept a mix of meat and berries/herbs?2. Identification of the most promising products

› Which of the planned products are the consumers preferred ones?› Which product information does the consumers prefer?› Do ”storytelling” about the applied ingredients and used methods have any

effect on the questions above?3. Test of ”consumption cycle” with the most promising products

› How does the quality perception change during a consumption cycle? › Which prices are the consumers willing to pay for BERRYMEAT products?

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AGENDA





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CHOICE EXPERIMENTExperimental design

› Online survey with 1,350 representatively chosen respondents› 2*2 design (2 products: ham dice (Tulip) and barbeque sausages (Hanegal); 2 scenarios:

with/without “storytelling”)

Product 1: Hanegal barbeque sausages› 2 types of meat (pork / hen)

› 4 different marketing informations

› none / low amount of salt / without nitrite / without nitrite and with a low amount of salt› 4 different package sizes, however, all of them had the same price/kg› 4 different seasonings with varying ”complexity”

› neutral / rosehip-ramsons / buckthorn-parsley / rosehip-ramsons-buckthorn-parsley

� 16 choice sets in 4 blocks, i.e. 4 choices (between 2 products) per respondent

Product 2: Tulip ham dice› 15 different seasonings› 5 different ”meat types” (novel or traditional, with different product info given)› 5 different price levels

� 75 choice sets in 5 blocks, i.e. 15 choices (between 2 products) per respondent

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CHOICE SET EXAMPLE (1:4)- BARBEQUE SAUSAGES

A B

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CHOICE SET EXAMPLE (2:4)- BARBEQUE SAUSAGES WITH “STORYTELLING”

A B


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CHOICE SET EXAMPLE (3:4)- HAM DICE

A B

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CHOICE SET EXAMPLE (4:4)- HAM DICE WITH “STORYTELLING”

A B

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› Below, the 95% significance intervals are illustrated in the different variants of product

properties to respectively Tulip’s ham dice in herbs and Hanegal’s barbeque sausages

› Since all the intervals below overlap, there is no immediate significant difference

between the utility value from the scenarios respectively with or without ”storytelling”

within each individual factor levels

RESULTS FROM THE CHOICE EXPERIMENT (1:3)- WITH/WITHOUT ”STORYTELLING”

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RESULTS FROM THE CHOICE EXPERIMENT (2:3)- HANEGAL’S BARBEQUE SAUSAGES› Significant effect by taste and information of preservation! I.e. the respondents prefer the variants

without nitrite and without nitrite and with a low amount of salt

› The significant preference to without nitrite and without nitrite and with a low amount of salt in the scenario without ”storytelling” becomes void with ”storytelling”. I.e. A ”good story” deemphasize the products factual claims

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› General significant preference to ham dice in herbs with the information ”without nitrite”› Clear preference to the seasoning variant ”nordic pesto” compared to the others› (berries/buckthorn & bell pepper/neutral)› Ingen signifikant pris effekt!

RESULTS FROM THE CHOICE EXPERIMENT (3:3)- TULIP’S HAM DICE IN HERBS

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CONCLUSIONS FROM THE CHOICE EXPERIMENT- WITH/WITHOUT ”STORYTELLING”

› Storytelling:› No significant differences within individual factor levels’ utility values

between with/without ”storytelling”› However, it does have a moderate effect on the other information of the

products :› Barbeque sausages (organic): ”storytelling makes the otherwise significant

preference to ”a low amount of salt” and ”without nitrite” dissappear› Ham dice with herbs (conventional): ”storytelling” makes all the variants of

ham dice with herbs preferred significantly to normal ham dice

› Preferred product characteristics:› (doesn’t really matter for this presentation)

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AGENDA





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65

4321

BERRYMEAT

info

Unpacked

product

Packed

product

Serving

suggestion

Taste

sample

(post-trial)

Physical

product

(pre-trial)

- Quality expectations

- Feelings

- Spontaneous affect

- Eye-tracking

Me

asu

res


- Feelings


- Eye-tracking


- Feelings


- Eye-tracking


- Feelings


- Eye-tracking

- Quality perception

- Willingness-to-pay


- Willingness-to-pay

[Does the willingness-to-pay differ pre-/post-

trial and between different seasoning

intensities, and origin of herbs/berries?]

?

?

[Doubly repeated measures

MANOVA and step-down ANOVA

on quality expectations]

[Can spontaneous

affect explain changes

in quality perception?]

?

RESEARCH DESIGN- BERRYMEAT PRE-POST PURCHASE STUDY

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432

432

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THE SEQUENCE OF THE STUDY– A NATURAL CONSUMPTION CYCLE

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MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 20

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QUESTIONS TO EACH PRODUCT- QUALITY EXPECTATIONS (7-POINT LIKERT SCALE)

(Health)

(Taste)

(Ingredients)

(Exciting)

(OverallQuality)

(WillPurchase)

(Usability)


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DEVELOPMENT OF THE QUALITY EXPECTATION- THROUGH THE CONSUMPTIONS CYCLE

› 7 variables measured on an ascending scale from 1 to 7, by asking the respondents the same questions 6 repeated times during the consumption cycle’s 6 steps

› A PCA factor analysis identifies only one factor with a total eigenvalue of 4.44 (out of 7, thus. 63.5% variance explained)› The charts to the right shows the development in the average

quality expectations/perceptions through the consumption cycle

› A PCA of ∆QE’s identifies two factors with total communality of 4.57; one factor with all variables except ∆WillPurchase (factor 2). ∆Usability cross-loads (negatively on factor 2) [relevant for later…]

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Quality Expectations, 95% confidence intervals


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AGENDA





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MEASURES OF SPONTANEOUS AFFECT - FACEREADER SOFTWARE

› Automatic recognition of several specific facial expressions like e.g. the “arch feelings”› Happiness› Sadness› Anger› Surprise› Fright› Disgust

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MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 24

METHODOLOGICAL APPROACH- QUESTIONNAIRE, FACEREADER AND EYE-TRACKER

0.5 sec 0.5 sec (30 measures/second)

1 2

∆Affect (mean differences)

∆Quality Expectations

Eye-tracking


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CAN SPONTANEOUS AFFECT MEASURES EXPLAIN CHANGES IN QUALITY PERCEPTION?› Model the average quality expectation change from one step to the next in the

consumption cycle, based on: FaceReader feeling measures, step in consumption cycle (t) and product specific mean (comp)

› A multiple linear regression based on the above, produces the results below› Significant results for ∆Neutral, ∆Sad and (almost) ∆Happy at the 5% sig.level› Reasonable residual distribution

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HEAT MAPS AND GAZEPLOTS, EXAMPLES


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FACEREADER, EYE-TRACKING AND SURVEY QUESTIONS COMBINED IN A PLS MODEL

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› In this model, the likeliness-to-purchase

variable is sought explained by:› Quality expectations dimension› Major FaceReader spontaneous affect measures› Eye-tracking TTFF measures (time-to-first-fixation)

for relevant AOI (area-of-interest) groups

› Case: BERRYMEAT info transition to

Tulips packaging label› QE dimension and Scared FaceReader affect

measure are both significant› TTFF product info from eye-tracking

is almost significant, too

› Bootstrap 95-CI’s of path coefficients:

*

*

**

WillPurchase R2 = 0.557


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*

*

*

*

PLS MODEL TESTED DOWN

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› Now both significant spontaneous affect measures, questionnaire variables and eye-tracking variables

› Preliminary results only – can be taken further

› Exemplifies the potential of combining these measures

› Model could be further refined with other autonomous nerve system responses such as temperature, heart rate, sweating hands etc.

'

****

› Bootstrap significance of paths:

WillPurchase R2 = 0.519


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AGENDA





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WILLINGNESS-TO-PAY (WTP)– EXPERIMENTAL AUCTIONS

› WTP was measured with experimental auctions in two rounds, and with the same 2 of the 4 ‘variants’ in both rounds

› Pre-trial (“first purchase” in the supermarket)› Post-trial (“repurchase situation”)

› The bids of the respondents are binding in both rounds, and by the time they placed the first bid, they did not know that we would allow them to change their bid after tasting samples

› Auction procedure for each round:› Place a bid for each product› Draw a “competing bid” from a lottery› If the competing bid is higher you’ve lost; if it is lower or equal to

your own bid, you pay the lower-or-equal price› If you win, you have to buy the product (however only forced to

buy one if winning both auctions); if you loose you get no chance to take home the product

› You have to pay immediately of the taxed DKK 250 received for your participation in the study

› This WTP auction type is specifically designed to obtain realistic bids for respondents real willingness to pay

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ORIGIN NOT DECLARED/DECLARED FOR BERRIES AND HERBS

SE

AS

ON

ING

INTE

NS

ITY

ATTRIBUTE COMBINATIONS, SAUSAGES


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CONCLUSIONS FROM AUCTIONS

› The bids are different pre/post trial (0.77 DKK), but not significant (p=0,190)› Higher seasoning intensity is significantly preferred (p=0,027) and valued at 1.33

DKK on average by the respondents› Declared origin of herbs and berries is almost significantly preferred (p=0,088)

and valued at 1.01 DKK on average by the respondents

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PRE/POST TRIAL ORIGINSEASONING INTENSITY


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SUMMING UP› Storytelling

› Significant effects of “storytelling” on product preference for two cases of novel food products› Storytelling makes the case for the new products with a story to tell!

› Measuring quality expectations throughout a consumption cycle› Very significant product specific effects (between products)› For some products, significant changes throughout the consumption cycle› Methodology can be used to assess where we “loose the customer” (if we do so) in the consumption

cycle, so that a product can be either respecified or it’s launch cancelled before failure in the market

› Explaining quality expectation changes over time› Changes in quality expectations can partly be explained by micro-step changes in what was felt

(spontaneous affect measures from FaceReader 0.5 seconds before/after new stimuli) and seen (eye-tracking measures)

› Explaining willingness-to-pay changes over time› Significant preference for high seasoning intensity with “exotic” Nordic herbs and berries› (Almost) significant positive preference for products with local origin of ingredients specified. However

no interaction (“I can taste the increased flavour of local seasonings”), thus a pure preference for local, with a relevant higher WTP (1.01 DKK our of an expected listing price of 18.95 i.e. 5% price premium)

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“BERRYMEAT” CONSUMER EXPERIMENTS › fileadmin › Business...“berrymeat” consumer experiments-a case of novel food products’ consumer acceptance analysed throughout the