Consumer Evaluation

With the increase in competition, availability of many brands of same product in the market and the choice of consumers, it is highly desirable for the food/dairy industry to study the acceptance/preference and needs of consumers. In some cases it is possible to create markets for certain dairy products when none existed earlier. In many other situations, such as alterations in existing formulations, change in packaging materials, use of some additives or adoption of a new technology,the food processor has to go to consumers with their product to study their acceptance/preference. While conducting the consumer studies, the sensory leader/ organizer should consider all the factors that are important in achieving the desired results. Some of these factors are: clear objectives, target population, start and completion dates, representative test samples, number of products number of responses per sampling, sample coding procedures, questionnaire, instruction on serving and pre-screening, data analysis and processing procedure, and proposed reporting schedule. As far as preference and acceptance of consumers is concerned the factors are grouped into two categories viz. 1) the attitude of the dairy product and 2) of the consumer.

a) Attitude of the Dairy Product: This is related to the product itself in respect of availability; utility; convenience; price; storage stability/ requirements; safety and nutritional value; and sensory properties, which of course is very important.

b) Attitude of the Consumer: Religion preference; nationality and race; age and sex; education, socio-economics; psychological motivation such as symbolism of food, advertising, etc. and physiological motivation, such as thirst, hunger,deficiencies and pathological conditions.While designing consumer studies and interpreting the results, the role of above factors may be considered.

c) Questionnaire for Consumer Studies: A well developed questionnaire for obtaining desired information, including preference, from the consumers is very important. The important considerations for developing a questionnaire are that it should be:

•  simple and clear
•  realistic
•  use appropriate terms
•  avoid stereotype answers

 One example of such a questionnaire for seeking consumer opinion on Control milk sample (A) and on experimental milk sample fortified with Vit A. (B) is given below:

1. Prefer sample A…………….

Prefer sample B …………….

2. Why do you prefer the sample of your choice (Tick mark one or more):

Preferred milk sample has

Richer taste …………….

Sweeter taste …………….

Smoother body …………….

Rich consistency …………….

Other …………….

3. If you prefer to buy the preferred sample, how much more (if any) per litre would you be willing to pay:

25 paise …………….

50 paise …………….

Re. 1 …………….

None …………….

The above questionnaire shows the relationship between preference for milk and willingness to pay more for the preferred sample