Publication : International Journal (ISI)
Topic:Wisdom Wardy, Behannis Mena, Sinee Nongtaodum, Hong Kyoon No and Witoon Prinyawiwatkul. (2014) Exploring the Drivers of Purchase Intent and Consumer Satisfaction of Chicken Eggs Using Principal Component Analysis and the Kano Model. Journal of Sensory Studies 29(6) 463-473. DOI: 10.1111/joss.12127
Abstract:Twenty egg product attributes considered important by consumers (n = 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.
Author: Sinee Nongtaodum, Ph.D.
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