Summary
Product Properties and Consumer Wishes Summary
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This document includes a summary of the knowledge presented during the presentations during class and was used to pass the course.
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PPCWPersonal Notes
15 DECEMBER 2022
WUR
Konstantina Moustaka
pg. 1
,Contents
Lecture 1- Consumer Driver FPD............................................................................................................. 3
Why new product development? ....................................................................................................... 3
To be successful, companies need to; ............................................................................................ 3
Types of new products; ................................................................................................................... 3
Lecture 2- How Consumers Perceive Quality.......................................................................................... 4
How Consumers Perceive Taste? ........................................................................................................ 4
Lecture 3- Children and food Choice ...................................................................................................... 5
Lecture 4- Gender differences in food choice ........................................................................................ 6
Lecture 5- Generating and screening new product ideas ....................................................................... 7
Lecture 6- Laddering ............................................................................................................................... 8
Lecture 7- Quality Function Deployment (QFD) ..................................................................................... 9
Lecture 8- Researching Consumer Behaviour ....................................................................................... 10
Lecture 9- Survey Research ................................................................................................................... 12
Survey Design .................................................................................................................................... 12
Survey methods ................................................................................................................................ 12
Choice of survey method; ............................................................................................................. 13
Choice of sampling; ....................................................................................................................... 13
Lecture 10- What to ask and how (not) to ask it .................................................................................. 14
Measurement and scaling ............................................................................................................. 14
Lecture 11- Analysis, CPM & R .............................................................................................................. 16
Compositional Perceptual Mapping & R Technicalities .................................................................... 17
Lecture 12- Most Important ................................................................................................................. 20
pg. 2
, Lecture 1- Consumer Driver FPD
Why new product development?
1. Consumer needs are changing (demographic problem, more obesity)
2. Competition
3. Comply w/ legislation
4. New scientific development (new packaging)
5. Address social issues (artificial food colorants)
Society is dynamic therefore food product development is a continuous process.
To be successful, companies need to;
1. A consumer-oriented approach is essential. More options are produced therefore consumers
can CHOOSE btw products.
2. Cater for different target groups. Age, education, ethnicities require different products.
3. Consider that consumers now pay attention to other factors as well, not just smell,
appearance etc.
4. Keep up w/ new technological developments (innovations).
5. Source raw materials from all over the world as they produce more than they can consume.
6. Produce efficiently and effectively (min costs, meet consumer’s expectations).
Types of new products;
1. Me-too products (same product, different brand=you pay for the brand)
2. Repositioned existing product (give more emphasis on an attribute)
3. New packaging
4. Line extensions
5. Reformulated products
6. New forms of existing products (canned soup now powdered soup)
7. Co-innovation (companies’ products merge)
8. Innovative products
Line extensions are used the most, but the failure rate is quite high that is why structured
methodologies are being used;
1. Consumer profiles (environment conscious, animal loving, health conscious, convenience,
hedonic, price conscious, variety seeking group).
2. Use of creativity templates. Listing of components of an existing product and application of
innovation template; subtraction (remove sth), multiplication (alter copies of an existing
product), division (reconfigure a product), task unification (assign an additional task to an
existing element), attribute dependency change (in relation to its immediate environment).
By using templates, more complex products are accepted as the consumer sees sth familiar in
them.
3. Quality Function Deployment
pg. 3
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