Exploring the Drivers of Purchase Intent and Consumer Satisfaction of Chicken Eggs Using Principal Component Analysis and the Kano Model. Issue 6 (19th November 2014)

• Record Type: Journal Article
• Authors: Wardy, Wisdom; Mena, Behannis; Nongtaodum, Sinee; No, Hong Kyoon; Prinyawiwatkul, Witoon
• Is Part Of: Journal of sensory studies. Volume 29:Issue 6(2014)
• Page Start: 463
• Page End: 473
• Publication Date: 2014-11-19
• Subjects: Sensory evaluation -- Periodicals; Food -- Sensory evaluation -- Periodicals; Food preferences -- Periodicals; 664.072
• DOI: 10.1111/joss.12127
• Languages: English
• ISSNs: 0887-8250

Abstract

<abstract abstract-type="main"> <title>Abstract</title> <sec id="joss12127-sec-0001" sec-type="section"> <p>Twenty egg product attributes considered important by consumers (<italic>n =</italic> 400) were identified and their contribution to the satisfaction of quality requirements and purchase intent was examined using principal component analysis and the Kano model. Consumers considered freshness, absence of cracks, sale price and label stating "packing/best‐before‐date" as key attributes affecting purchase intent. Five principal components (PC1–PC5) were extracted, altogether explaining 57.43% of the total variance. Based on the PC loadings, the following groups emerged: PC1 (intrinsic quality), PC2 (aesthetic value), PC3 (extrinsic quality), PC4 (expediency) and PC5 (wholesomeness and safety). From the Kano analysis, eight variables (freshness, shell cleanness, absence of cracks, USDA (United States Department of Agriculture)‐certified farm eggs, label stating "packing/best‐before‐date", egg grade, secure packaging and availability) corresponding mostly to PC3, PC4 and PC5 were categorized as "must‐be attributes, " with dissatisfaction coefficients ranging from 0.87 (freshness) to 0.38 (egg grade). Sale price and egg size were classified as one‐dimensional and attractive attributes, respectively.</p> </sec> <sec id="joss12127-sec-0002" sec-type="section"> <title>Practical Applications</title> <p>The Kano model is an efficient tool to prioritize product development efforts to prevent consumer dissatisfaction while increasing satisfaction. In this study, principal component analysis and the Kano model were utilized to understand the relationships between egg quality variables driving purchase intent and their impact on consumer satisfaction. Findings from this investigation present egg processors and retailers with valuable insights for successful differentiation from the competition and to increase profits, by identifying the essential product attributes with the most potential to delight consumers.</p> </sec> </abstract>