Can consumer segmentation in projective mapping contribute to a better understanding of consumer perception?
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- 作者：Leticia Vidala ; lvidal@fq.edu.uy" class="auth_mail" title="E-mail the corresponding author ; Lucí ; a Antú ; neza ; Ana Gimé ; neza ; Paula Varelab ; Rosires Delizac ; Gastó ; n Aresa
- 关键词：Sensory characterization ; Consumer profiling ; Consumer research ; MFA ; Napping
- 刊名：Food Quality and Preference
- 出版年：2016
- 出版时间：January 2016
- 年：2016
- 卷：47
- 期：part_PA
- 页码：64-72
- 全文大小：1089 K
文摘
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Data from 9 projective mapping studies were used to explore consumer segmentation.
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Hierarchical cluster analysis was performed on consumers’ coordinates of the MFA.
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Between 2 and 4 groups of consumers were identified in each study.
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Sample configurations and consumers’ descriptions strongly differed among the groups.
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Consumer segmentation in projective mapping tasks deserves further exploration.