Abstract
An exploratory study was conducted to enable comparing consumer perceptions of the relative importance, plus ideal and actual levels, of selected product attributes. A preliminary experiment was designed to measure these perceptions regarding generic tomato juice associated with two different types of retail suppliers. As part of a Quantitative Descriptive Analysis (QDA) technique utilized in collecting and analyzing the data, graphical profiles of actual and ideal ratings were plotted on polar axes arranged in ascending order of attribute importance. Results were interpreted to indicate that consumers may perceive generic products to exceed ideal requirements regarding attributes of lesser and greater importance when they are associated with discount food stores and conventional supermarkets respectively.
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Hanna, N., Maile, C.A. (2015). Sensory Profiles of Generic Tomato Juice a Qda Comparison. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_192
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DOI: https://doi.org/10.1007/978-3-319-16946-0_192
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
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