Segmentation of Potato Consumers Based on Sensory and Attitudinal Aspects

Chetan Sharma; Sastry S Jayanty; Edgar Chambers Iv; Martin Talavera

doi:10.3390/foods9020161

Segmentation of Potato Consumers Based on Sensory and Attitudinal Aspects

Foods. 2020 Feb 7;9(2):161. doi: 10.3390/foods9020161.

Authors

Chetan Sharma¹, Sastry S Jayanty², Edgar Chambers Iv³, Martin Talavera¹

Affiliations

¹ Center for Sensory Analysis and Consumer Behavior, Kansas State University, Olathe, KS 66061, USA.
² Department of Horticulture and Landscape Architecture, San Luis Valley Research Center, Colorado State University, Center, CO 81125, USA.
³ Center for Sensory Analysis and Consumer Behavior, Kansas State University, Manhattan, NY 66502, USA.

Abstract

Consumer hedonic scores for potatoes were linked to sensory characteristics to understand the underlying consumer segments, flavor and texture preferences and attitudinal associations regarding potatoes. Consumers were asked to evaluate liking on a 9-point hedonic scale for 12 cultivars of potatoes. Sensory findings were collected by using a consensus-based descriptive analysis approach for the same cultivars. Segmentation analysis procedure identified three subgroups of consumers with different overall liking patterns, indicating variability in the acceptance of different potato cultivars. Drivers of liking were identified for respective segments by using preference mapping. Dissimilar features were found important in determining potato liking patterns. Purple Majesty, Masquerade and Rio Colorado cultivars were found most liked by respondents, while Russian Banana were found to be liked the least. Tuber color, price, variety name on package, color of peel, and being locally produced were found to be important factors in purchasing decisions.

Keywords: consumer; potato; preference mapping; segmentation; sensory.