Influences of intrinsic and extrinsic factors on consumer acceptance of orange juice using consumer liking testing and Kano analysis techniques

Abstract

Influences of intrinsic and extrinsic factors on consumer liking and purchase intent of orange juice (OJ) products were studied. Two days of consumer acceptance testing was conducted. On day 1 consumers (N=96) evaluated 7 OJ products under blind tasting conditions. On day 2 consumers (N=95) evaluated the same 7 OJ products under informed conditions. Kano analysis (N=98) was conducted to investigate information on the package that drives consumer OJ product satisfaction. Products with high overall sensorial acceptability scores showed minimal brand effects. Similarly, products with low consumer acceptance scores showed minimal brand and package effects, even if a product was clearly labeled as "organic." Kano analysis was used to identify important information driving consumer OJ product satisfaction. OJ flavor, rather than extrinsic factors, was identified as the driver of consumer liking and satisfaction.