Completion task to uncover consumer's perception: a case study using distinct types of hen's eggs

ABSTRACT The choice and consumption of eggs are made considering a consumers' multidimensional perception, and their understanding becomes essential to the production targeting and the products' success in the market. In this context, this work aimed to verify the consumers' perceptio...

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Bibliographic Details
Published in:Poultry science 2018-07, Vol.97 (7), p.2591-2599
Main Authors: Sass, C A B, Kuriya, S, da Silva, G V, Silva, H L A, da Cruz, A G, Esmerino, E A, Freitas, M Q
Format: Article
Language:English
Subjects:
Adult
Aged
Animals
Brazil
Chickens
Choice Behavior
Consumer Behavior
Eggs - analysis
Eggs - classification
Eggs - economics
Female
Humans
Male
Middle Aged
Perception
Young Adult
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Summary:ABSTRACT The choice and consumption of eggs are made considering a consumers' multidimensional perception, and their understanding becomes essential to the production targeting and the products' success in the market. In this context, this work aimed to verify the consumers' perception about the distinct types of hens' eggs, using a projective technique of completion task combined with presentation of images. A hundred consumers (n = 100) evaluated the main factors, both positive and negative, involved at the purchase time of eggs besides estimating their price. Between the positive factors that guide the eggs' consumption and purchase, the category with highest mention of terms was "Health," whereas negatively it was highlighted the category "Price." Concerning the perception of price, the results showed that the factory farm white eggs' value was the one that least differed from the average market price, possibly due to the nearness and familiarity with this variety. The methodology of completion task combined with presentation of images proved as being a practical and efficient tool to capture the consumers' perception of eggs, capable of providing valuable information to the ones involved in the production chain and commercialization of these products.
ISSN:0032-5791
1525-3171
DOI:10.3382/ps/pey103