CONSUMER SEGMENTATION BASED ON CONSUMER SEGMENTATION BASED ON FUNCTIONAL PRODUCT PERCEPTIONFUNCTIONAL PRODUCT PERCEPTION

--A CONJOINT ANALYSIS WITH YOGHURTA CONJOINT ANALYSIS WITH YOGHURT--

““Fast moving consumer goodsFast moving consumer goods””

International seminarInternational seminar

A BRIEF BACKGROUNDA BRIEF BACKGROUND……

…

> FUNCTIONAL FOODS DEFINITION…

A food can be said to be functional if it contains a food component that affects one or a limited numberof specific function(s) in the body in a targeted way so that it has positive effects. The effect to which thisrefers should be relevant to well‐being and health or disease risk reduction. 

(Roberfroid, 1999)

A  functional food is a  food that is similar  in  appearance to,  or may  be  a  conventional food that isconsumed as part of a usual diet, with demonstrated physiological benefits and/or reduce  the risk ofchronic disease beyond basic nutritional functions.

(Health Canada, 2005)

Functional foods have also been defined as products that have been modified or enriched with naturallyoccurring substances with specific physiologically preventative and/or health‐enhancing effects.

(Poulsen, 1999)

A food can be said to be functional if it contains a food component that affects one or a limited numberof specific function(s) in the body in a targeted way so that it has positive effects. The effect to which thisrefers should be relevant to well‐being and health or disease risk reduction. 

(Roberfroid, 1999)

A  functional food is a  food that is similar  in  appearance to,  or may  be  a  conventional food that isconsumed as part of a usual diet, with demonstrated physiological benefits and/or reduce  the risk ofchronic disease beyond basic nutritional functions.

(Health Canada, 2005)

Functional foods have also been defined as products that have been modified or enriched with naturallyoccurring substances with specific physiologically preventative and/or health‐enhancing effects.

(Poulsen, 1999)

…

> FUNCTIONAL FOODS DEFINITION…

a FUNCTIONAL FOOD

 a FUNCTIO

NAL FOOD containscontains ad

dedadded,,

technologicallytechnologically deve

lopeddevelopedingredient

singredient

s

withwith a a specificspecific healthhealth benefitbenefit

> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

SENSORY SENSORY

CHARACTERISTICSCHARACTERISTICS

CONVENIENCECONVENIENCE

HEALTH HEALTH

CLAIMSCLAIMS BRANDBRAND

PRICEPRICE

KIND OF CARRIER KIND OF CARRIER

PRODUCTPRODUCT

HEALTH HEALTH

CONCERNSCONCERNS

PACKAGINGPACKAGING

FAMILIARITY OF FAMILIARITY OF

CONSUMERS WITH CONSUMERS WITH

FFsFFs CONCEPT AND CONCEPT AND

THE FUNCTIONAL THE FUNCTIONAL

INGREDIENTINGREDIENT

> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

PACKAGINGPACKAGING

1.6 SECONDS1.6 SECONDS

80% OF THE PURCHASE DECISIONS80% OF THE PURCHASE DECISIONS

MEAN TIME TO SELECT A PRODUCT

AT THE PURCHASE PLACE

DECISIVE TO PURCHASE THE 

PRODUCT

> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

CONSUMERS ACCEPT NEW PRODUCTS IN CONSUMERS ACCEPT NEW PRODUCTS IN DIFFERENT WAYSDIFFERENT WAYS……

PRODUCERS SHOULD BE ABLE TO BUILT DIFFERENT‐

TAILORED MARKETING STRATEGIES TO CAPTURE THE 

BEST OPPORTUNITIES OFFERED BY THE MARKET

> FUNCTIONAL FOODS ACCEPTANCE DEPENDS ON…

* Determine how consumers value different

attribute levels of FFs

* Verify the existence of segments of consumers

that perceive differently FFs.

OBJECTIVES:

CONSUMERS ACCEPT NEW PRODUCTS IN CONSUMERS ACCEPT NEW PRODUCTS IN DIFFERENT WAYSDIFFERENT WAYS……

METHODOLOGYMETHODOLOGY……

> CONJOINT ANALYSIS…

Determine how Determine how consumersconsumers perceiveperceive thethe differentdifferentextrinsicextrinsic attributesattributes ofof a a productproduct..

AllowAllow thethe estimationestimation ofof thethe impactimpact ofof individual individual attributeattribute levelslevels onon thethe overalloverall utilityutility ofof a a productproduct..

CONJOINT ANALYSISCONJOINT ANALYSIS……

Useful method for Useful method for

ASSESSING CONSUMER ACCEPTANCE ASSESSING CONSUMER ACCEPTANCE

of novel foodsof novel foods

APPLIED TO EVALUATE 

APPLIED TO EVALUATE FFsFFs

AND THEIR ATTRIBUTESAND THEIR ATTRIBUTES

> CONJOINT ANALYSIS…

CONJOINT ANALYSISCONJOINT ANALYSIS……

ATTRIBUTESATTRIBUTES LEVEL 1LEVEL 1 LEVEL 2LEVEL 2 LEVEL 3LEVEL 3

PACKAGINGPACKAGING BOTTLEBOTTLE BRIKBRIK DOYPACKDOYPACK

COLOR LABELCOLOR LABEL BLUEBLUE PINKPINK ------------

HEALTH CLAIMHEALTH CLAIM NUTRITIONALNUTRITIONAL PSYCHOLOGICALPSYCHOLOGICAL PREVENTIONPREVENTION

PRICEPRICE Pack 6: 2.00 Pack 6: 2.00 €€ Pack 6: 3.20 Pack 6: 3.20 €€------------

1st STEP1st STEP

> CONJOINT ANALYSIS…

CONJOINT ANALYSISCONJOINT ANALYSIS……

2nd STEP2nd STEP

9 final 9 final choicechoice setssets

Pack 6: Pack 6: 2.00 2.00 €€

Pack 6: Pack 6: 2.00 2.00 €€

Pack 6: Pack 6: 2.00 2.00 €€

Pack 6: Pack 6: 3.20 3.20 €€

Pack 6: Pack 6: 3.20 3.20 €€

Pack 6: Pack 6: 3.20 3.20 €€

Pack 6: Pack 6: 3.20 3.20 €€

Pack 6: Pack 6: 3.20 3.20 €€

Pack 6: Pack 6: 3.20 3.20 €€

Segmentation and characterization of consumers based on a different

perception of FFs.

> CONSUMER SEGMENTATION…

A FINAL SURVEYA FINAL SURVEY……

HealthyHealthy eatingeating habitshabits andand lifestylelifestyle

PerceptionPerception ofof FFsFFs

SociodemographicSociodemographic informationinformation

RESULTS OF THE ACCEPTANCE RESULTS OF THE ACCEPTANCE OF DIFFERENT YOGHURTSOF DIFFERENT YOGHURTS……

CLUSTER ANALYSISCLUSTER ANALYSIS

RESULTSRESULTS……

> GENERAL INFORMATION OF THE FINAL SAMPLE…

Eating habits and lifestyleEating habits and lifestyle

58% consume 58% consume fivefive servingsservings ofof fruitfruit//vegetablesvegetables a a dayday

69% 69% avoidavoid friedfried foodsfoods

89% eat white meat and fish at least 3 times a week89% eat white meat and fish at least 3 times a week

53% take a balance and complete breakfast everyday and 86% 53% take a balance and complete breakfast everyday and 86% have a regular time for their meals.have a regular time for their meals.

15% eat snacks between meals and drink sugar drinks daily.15% eat snacks between meals and drink sugar drinks daily.

51% practice exercise at least 3 times a week and 34% spend 51% practice exercise at least 3 times a week and 34% spend daily more than 2 hours watching the TVdaily more than 2 hours watching the TV

CONSUMERS CLAIM CONSUMERS CLAIM 

TO HAVE HEALTHY 

TO HAVE HEALTHY 

HABITSHABITS

N=361N=361

> GENERAL INFORMATION OF THE FINAL SAMPLE…

FFsFFs consumptionconsumption

85% consume 85% consume FunctionalFunctional FoodsFoods

78% 78% usuallyusually consume consume dairydairy productproduct ((milkmilk, , yoghurtyoghurt,,……))

60% 60% usuallyusually consume bread/consume bread/biscuitsbiscuits//cerealscereals

53% 53% usuallyusually consume consume functionalfunctional drinksdrinks

ATTRIBUTESATTRIBUTES LEVELLEVELCLUSTER 1 CLUSTER 1

(N=121, 34%)(N=121, 34%)CLUSTER 2CLUSTER 2

(N=123, 34%)(N=123, 34%)CLUSTER 3CLUSTER 3

(N=117, 32%)(N=117, 32%)

PACKAGINGPACKAGING

BOTTLEBOTTLE 0,5680,568 1,1511,151 1,3581,358BRIKBRIK --0,3100,310 --0,7290,729 --0,6130,613DOYPACKDOYPACK --0,2580,258 --0,4230,423 --0,7450,745RELATIVE IMPORTANCERELATIVE IMPORTANCE 48%48% 55%55% 58%58%

COLOR LABELCOLOR LABEL

BLUEBLUE --0,0010,001 0,0460,046 0,1720,172PINKPINK 0,0010,001 --0,0460,046 --0,1720,172RELATIVE IMPORTANCERELATIVE IMPORTANCE 15%15% 14%14% 13%13%

HEALTH HEALTH CLAIMCLAIM

NUTRITIONALNUTRITIONAL --0,2300,230 --0,0290,029 --0,1490,149PSYCHOLOGICALPSYCHOLOGICAL 0,0120,012 0,0260,026 0,1790,179PREVENTIONPREVENTION 0,2190,219 0,0040,004 --0,0290,029RELATIVE IMPORTANCERELATIVE IMPORTANCE 20%20% 17%17% 17%17%

PRICEPRICE

PRICE: 2.00 PRICE: 2.00 €€ 0,2400,240 0,2160,216 0,1790,179PRICE: 3.20 PRICE: 3.20 €€ --0,2400,240 --0,2160,216 --0,1790,179RELATIVE IMPORTANCERELATIVE IMPORTANCE 17%17% 14%14% 12%12%

> IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES

3 CLUSTERS OF CONSUMERS IDENTIFIED3 CLUSTERS OF CONSUMERS IDENTIFIED ‐‐ basedbased onon thethe ACCEPTANCE ACCEPTANCE ofof FFsFFs evaluatedevaluated……

> IMPORTANCE OF FUNCTIONAL FOODS ATTRIBUTES

3 CLUSTERS OF CONSUMERS IDENTIFIED3 CLUSTERS OF CONSUMERS IDENTIFIED ‐‐ basedbased onon thethe ACCEPTANCE ACCEPTANCE ofof FFsFFs evaluatedevaluated……

OPINIONS ABOUT OPINIONS ABOUT FFsFFs……

CLUSTER 1: CLUSTER 1:

TRUST IN TRUST IN FFsFFs PROPERTIESPROPERTIES

FFsFFs CONSUMPTION COULD AVOID SOME HEALTH TROUBLES CONSUMPTION COULD AVOID SOME HEALTH TROUBLES

CONSIDER CONSIDER FFsFFs HIGHER QUALITY THAN CONVENTIONAL FOODSHIGHER QUALITY THAN CONVENTIONAL FOODS

……vs. CLUSTER 2 AND CLUSTER 3vs. CLUSTER 2 AND CLUSTER 3

> MAIN CONCLUSIONS…

PACKAGING is the most important attribute for consumers to ACCEPACKAGING is the most important attribute for consumers to ACCEPT  PT  a functional yoghurt.a functional yoghurt.

BOTTLE SHAPE is preferred over BRIK or DOYPACKBOTTLE SHAPE is preferred over BRIK or DOYPACK

3 different clusters identified according to the PERCEPTION OF 3 different clusters identified according to the PERCEPTION OF  FFsFFs: : 

Regarding the HEALTH CLAIMRegarding the HEALTH CLAIM……

•• For CLUSTER 1 (For CLUSTER 1 (prefer PREVENTION CLAIMprefer PREVENTION CLAIM), HEALTH CLAIM is ), HEALTH CLAIM is a more important attribute than for CLUSTERS 2 and 3 (a more important attribute than for CLUSTERS 2 and 3 (prefer prefer PSYCHOLOGICAL CLAIMPSYCHOLOGICAL CLAIM) .) .

•• In CLUSTER 1 , higher % of consumers that TRUST IN In CLUSTER 1 , higher % of consumers that TRUST IN FFsFFsPROPERTIES, think that  PROPERTIES, think that  FFsFFs CONSUMPTION AVOID SOME CONSUMPTION AVOID SOME HEALTH TROUBLES and CONSIDER HEALTH TROUBLES and CONSIDER FFsFFs with HIGHER QUALITYwith HIGHER QUALITY

MUCHAS GRACIAS POR SU ATENCIMUCHAS GRACIAS POR SU ATENCIÓÓNN