Daniele Asioli

Core Organic Taste: Preferences for Naturalness-Related Sensory Attributes of Organic Food Among European Consumers

ABSTRACT Consumers’ preferences for organic food have evolved in recent years, moving from altruistic values to more egoistic buying motivations, such as health promoting or nutritional aspects and sensory properties. Hypothesizing that organic consumers have peculiar preferences for naturalness-related sensory attributes, we developed the concept of the “core organic taste” based on the principles of a wholesome nutrition. This article investigates to what extent the “core organic taste” is relevant across different European countries and its potential relevance for food marketing. A sample of 1,798 organic food consumers was interviewed during 2010–2011 in six European countries. Explorative factor analysis, correlation analysis, ANOVA, and post hoc tests were applied to analyze the data. Results show that the “core organic taste” is not applicable for all countries. Indeed, for most countries only single elements seem to be relevant. However, for Germany and Switzerland the “core organic taste”—representing the first “taste style”—has proven its potential value and points at the need for more research in this field. Depending on the country, product developers and marketers could potentially use different elements of the “core organic taste” to better meet organic consumers’ wishes and expectations. Finally, recommendations and suggestions for practitioners and academia are provided.

Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail

ABSTRACT ‘Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale retailers would exploit it to enhance their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.

Comparison of different clustering methods for investigating, individual differences using choice experiments

Different strategies for investigating individual differences among consumers using choice experiments are compared. The paper is based on a consumer study of iced coffee in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer factors, such as socio-demographics, attitudes and habits, were also collected. Choice data will be analysed using two different clustering strategies. Strategy one is the most classical approach called Latent Class Logit (LCL) model, while Strategy two uses Mixed Logit (ML) model combined with Principal Component Analysis (PCA) for visual segmentation or with automatic clustering detection using Fuzzy C Means clustering (FCM). The clusters obtained can be interpreted using external consumer factors by using the Partial Least Square - Discrimination Analysis (PLS-DA) model. The different approaches are compared in terms of data analysis methodologies, modelling, outcomes, interpretation, flexibility, practical issues and user friendliness.