What are the cultural effects on consumers' perceptions? A case study covering coalho cheese in the Brazilian northeast and southeast area using word association

• Published in: Food research international Vol. 102; pp. 553 - 558
• Main Authors: Soares, Eveline K.B., Esmerino, Erick A., Ferreira, Marcus Vinícius S., da Silva, Maria Aparecida A.P., Freitas, Mônica Q., Cruz, Adriano G.
• Format: Journal Article
• Language: English
• Published: Canada Elsevier Ltd 01.12.2017
• Subjects: case studies; cheeses; Coalho cheese; consumer attitudes; discriminant analysis; guidelines; least squares; manufacturing; marketing strategies; PLS-DA; Regional diversity; sensory properties; Word association; Regional diversity; PLS-DA; Coalho cheese; Word association
• ISSN: 0963-9969; 1873-7145; 1873-7145
• DOI: 10.1016/j.foodres.2017.08.053

The aim of this study was to investigate the effects of regional diversity aspects related to consumers' perceptions of coalho cheese, with Brazilian Northeast and Southeast consumers (n=400, divided equally in each area) using Word Association (WA) task. Different perceptions were detected for both Northeast and Southeast consumers, and among 17 categories elicited for describing coalho cheese, only 7 categories (positive feeling, social aspects, sensory characteristic, dairy product technology, negative feeling, and lack of quality standard) presented significant differences in the frequency of mention according to chi-square per cell approach. The application of the discriminant technique Partial Least Square Discriminant Analysis (PLS-DA) indicated that the categories “Social”, “Accompaniment”, “Manufacturing method” were the main responsible for differentiating consumers' perceptions of both areas. Overall, the main dimensions involved in the consumers' perceptions of coalho cheese from different Brazilian regions were identified, thus obtaining comprehensive insights that can be used as a guideline for coalho cheese producers to develop marketing strategies considering the intra-cultural differences. [Display omitted] •Brazilian regional perception of coalho cheese was studied using Word Association task;•“Tasty” was the most cited word in the both regions investigated;•PLS-DA identified the most influential factors involved in consumers' perception for each region;•Distinct weights to “Social”, “Accompaniment” and “Manufacturing method” categories were observed.