Investigating individual preferences in rating and ranking conjoint experiments. A case study on semi-hard cheese

Abstract

Order of Authors: Valérie L Almli, MSc.; Arnstein Øvrum, MSc.; Margrethe Hersleth, Ph.D.; Trygve Almøy, Ph.D.; Tormod Naes, Ph.D.Abstract: Stated preference conjoint experiments and self-explicated measures based on rating and ranking approaches were conducted to investigate Norwegian consumers' choices among healthier and organically produced semi-hard cheeses. In the conjoint experiments, one group of participants (n=114) performed a rating task of eight cheeses whereas the other group (n=105) performed a ranking task of the same cheeses, all based on pictorial stimuli only. Then, all participants performed self-explicated rating and ranking evaluations of the cheese attributes. Conjoint rating data were analysed by mixed model ANOVA, while conjoint ranking data were analysed by mixed logit. The different approaches are compared in terms of data analysis methodologies, outcomes and practicalities for the experimenter as well as for the respondents. Rather than average population effects, focus is brought on individual preferences and consumer segmentation. Findings reveal that the two conjoint experiments lead to similar population effects and consumer segments. Consumers on average prefer cheeses of new (healthier) fat composition, organic production and lower price to cheeses of regular fat composition, conventional production and higher price. Two consumer segments are investigated. Consumers in the New fat segment are health-conscious, whereas consumers in the Regular fat segment are attracted by conventional cheese and lower prices. Self-explicated ratings of the cheese attributes corroborate these findings. Highlights Conjoint rating, conjoint ranking and direct attribute evaluations are compared  A new approach to investigate individual preferences in mixed logit is proposed  Results from conjoint approaches corroborate direct attribute ratings  Health conscious consumers prefer healthier-fat cheese to low-fat cheese *Highlights (for review) Abstract 12Stated preference conjoint experiments and self-explicated measures based on rating and 13 ranking approaches were conducted to investigate Norwegian consumers' choices among 14 healthier and organically produced semi-hard cheeses. In the conjoint experiments, one group 15 of participants (n=114) performed a rating task of eight cheeses whereas the other group 16 (n=105) performed a ranking task of the same cheeses, all based on pictorial stimuli only. 17 Then, all participants performed self-explicated rating and ranking evaluations of the cheese 18 attributes. Conjoint rating data were analysed by mixed model ANOVA, while conjoint 19 ranking data were analysed by mixed logit. The different approaches are compared in terms of 20 data analysis methodologies, outcomes and practicalities for the experimenter as well as for 21 the respondents. Rather than average population effects, focus is brought on individual 22

Making Sense of Information Overload: Consumer Ranking of Nutritional Claims in Cereal Based Products

“…The importance given by consumers to the selected claims when shopping two based cereal products was assessed using a direct ranking preference method with primary data from a survey administrated to consumers in a region of Spain in 2017. As prior research has identified that preferences for nutritional claims are heterogeneous across consumers [12][13][14][15][16] and products [17], the specification of the model accommodates differences in preferences across both domains.…”

Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese

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Marketing Tactic and Strategies Based on Consumption Preferences of Erzurum Civil Cheese with PGI

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