Umr1324 Center Des Science Du Gout Et Of Lalimentation

Plombières-lès-Dijon, France

Umr1324 Center Des Science Du Gout Et Of Lalimentation

Plombières-lès-Dijon, France
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Ginon E.,French National Center for Scientific Research | Ginon E.,Umr1324 Center Des Science Du Gout Et Of Lalimentation | Ginon E.,University of Burgundy | Combris P.,French National Institute for Agricultural Research | And 9 more authors.
Food Quality and Preference | Year: 2014

Consumer preferences for different variants of a given food product can be directly obtained with hedonic measurements or revealed with willingness-to-pay measurements. The aim of this paper is to present a comparison of the data collected using these two types of measurements on four data sets collected in our laboratory for different food products (bread, cooked ham, cheese and orange juice). This comparison was conducted at two levels (global and individual) and was based on two criteria: discrimination between variants and consistency in variant ranking. For the four data sets, hedonic measurements and willingness-to-pay measurements were collected for each participant in a 'full information' condition, i.e. in a condition where participants tasted each variant associated with extrinsic information. To reveal consumer willingness-to-pay, the BDM mechanism was used (Becker, DeGroot, & Marschak, 1964), which consists in real sales at a random price. Aggregate results were similar for the two measurements. In addition, in two out of four studies, willingness-to-pay measurements led to slightly higher discrimination between variants than hedonic measurements. At the individual level, more inconsistencies were found. This result is in line with previous studies. Nevertheless, participants were more consistent concerning the most-liked variant than concerning the least-liked variant. Our results also showed that hedonic score distributions did not reveal any cut-off point below which consumers chose the no-purchase option; this cut-off point largely depended on individuals and products. © 2013 Elsevier Ltd.


Ginon E.,Burgundy School of Business | Ares G.,University of the Republic of Uruguay | Issanchou S.,French National Center for Scientific Research | Issanchou S.,Umr1324 Center Des Science Du Gout Et Of Lalimentation | And 6 more authors.
Food Research International | Year: 2014

To better understand consumer decision making processes while purchasing wine it is important to identify which attributes consumers actually rely on and how they perceive and weight them in order to reach a final decision. The aims of the present work were to identify motives underlying wine purchase decisions and to identify consumer segments with different drivers of wine purchase. One hundred and twenty seven Burgundy wine consumers were asked to complete a free listing task. Relevance of each category of elicited terms was estimated by Smith's and Cognitive saliency indices. Hierarchical cluster analysis was performed on individual Smith's saliency indices.In the free listing task, respondents listed an average of 5.6 terms, the minimum number per participant being 2 and the maximum 11. The four categories with the highest saliency indices were Price, Production region, Wine type and Production year. Two consumer segments with different motives underlying their wine purchase decisions were identified. Cluster 1, mainly composed of young consumers, elicited Price, Production region, Food and wine pairing and Consumption context as the most salient motives, while Cluster 2, composed of older consumers, mentioned Production region, Price, Grape variety and Wine type as the most salient ones. © 2014 Elsevier Ltd.


Ginon E.,Burgundy School of Business | Ares G.,University of the Republic of Uruguay | Laboissiere L.H.E.D.S.,French National Center for Scientific Research | Laboissiere L.H.E.D.S.,Umr1324 Center Des Science Du Gout Et Of Lalimentation | And 7 more authors.
Food Research International | Year: 2014

Logos on environmental sustainability could consist of an effective strategy to provide consumers with accurate, understandable and trustworthy information to encourage them to buy environmentally sustainable wines. However, the large number of different logos indicating environmental sustainability available in the market raises the question of whether their associated messages are successfully conveyed to consumers. In this context, the aim of the present exploratory study was to investigate how Burgundy wine consumers perceive a series of logos indicating environmental sustainability in wine production. Fourteen logos available in the French market were selected: three logos being specific to wine and eleven non-specific. The logos were presented to 127 wine consumers from Dijon area (France), following an incomplete balanced block design. For each logo, participants had to answer the question: "What does a bottle of wine with this logo suggest to you?". Responses were qualitatively analyzed and grouped into different categories. Chi-square tests and Correspondence analysis were used to identify the relationship among logos and categories. Results showed large differences in how consumers perceived the logos. Biodyvin, the former European AB and the French AB organic logos were the logos that most successfully conveyed their messages, being strongly associated to organic wine. Most logos did not communicate a message related to environmental sustainability, which reaffirms the need to provide consumers with adequate information on environmental sustainability and to conduct further research on this subject. © 2014 Elsevier Ltd.

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