Exploring the Drivers of Purchase Intent and Consumer Satisfaction of Chicken Eggs Using Principal Component Analysis and the Kano Model

Abstract

Twenty egg product attributes considered important by consumers (n = 400) were identified and their contribution to the satisfaction of quality requirements and purchase intent was examined using principal component analysis and the Kano model. Consumers considered freshness, absence of cracks, sale price and label stating "packing/best-before-date" as key attributes affecting purchase intent. Five principal components (PC1-PC5) were extracted, altogether explaining 57.43% of the total variance. Based on the PC loadings, the following groups emerged: PC1 (intrinsic quality), PC2 (aesthetic value), PC3 (extrinsic quality), PC4 (expediency) and PC5 (wholesomeness and safety). From the Kano analysis, eight variables (freshness, shell cleanness, absence of cracks, USDA (United States Department of Agriculture)-certified farm eggs, label stating "packing/best-beforedate", egg grade, secure packaging and availability) corresponding mostly to PC3, PC4 and PC5 were categorized as "must-be attributes," with dissatisfaction coefficients ranging from 0.87 (freshness) to 0.38 (egg grade). Sale price and egg size were classified as one-dimensional and attractive attributes, respectively. PRACTICAL APPLICATIONSThe Kano model is an efficient tool to prioritize product development efforts to prevent consumer dissatisfaction while increasing satisfaction. In this study, principal component analysis and the Kano model were utilized to understand the relationships between egg quality variables driving purchase intent and their impact on consumer satisfaction. Findings from this investigation present egg processors and retailers with valuable insights for successful differentiation from the competition and to increase profits, by identifying the essential product attributes with the most potential to delight consumers.

Assessing Consumer Emotional Responses in the Presence and Absence of Critical Quality Attributes: A Case Study with Chicken Eggs

“…The presence and absence of 5 types of quality attributes of the egg product were utilized as stimuli to evoke and measure emotions. Egg attributes namely intrinsic, aesthetic, extrinsic, expediency, and wholesome/safety, each a collective grouping of various quality characteristics as described by Wardy and others (a), were evaluated (see footnote of Table for description of egg quality attributes).…”

“…The egg industry, therefore, occupies an important niche in the global food supply. Eggshell quality attributes encompass shell color, size, shell deformation, shell thickness, and ultrastructure among others, while interior quality is based on albumen quality, perivitelline membrane, yolk quality, and the presence of blood spots (Stadelman ; Roberts ; Wardy and others , a, b). However, for chicken eggs at the point of sale, consumer appraisals of quality that evoke emotions may be influenced more by the extrinsic eggshell quality and stated benefits, rather than the internal quality.…”

Identification and characterization of fluid milk consumer groups

“…Kim et al (2013) used the Kano model in conjunction with conjoint analysis to understand consumer perspectives for chocolate milk and found agreement between positive Kano classifiers and higher utility values. Kano model analysis has also been applied to numerous other food and beverage products including black beans, eggs, and cottage cheese (Kuo et al, 2014;Wardy et al, 2014;Hubbard et al, 2016).…”

Key Driver of Repurchase Intention in the Poultry Farming Input Market in Indonesia

“…Based on its contribution, Indonesian Government regulates chicken meat and egg as staple-food commodities; to provide the availabilities of chicken meat and egg throughout the year at affordable prices. Previous study found that lower sale prices and larger egg sizes determine consumer preference (Wardy et al, 2014). Government issued regulation to facilitate the upstream poultry-industry investment in Indonesia to provide poultry-production input, such as feed, equipment, medicine, and other supporting businesses, of poultry farmers.…”