Consumer Input for Developing Human Food Products Made with Sorghum Grain

Vázquez-Araújo, L. and Chambers IV, E. and Cherdchu, P. (2012) Consumer Input for Developing Human Food Products Made with Sorghum Grain. Journal of Food Science. pp. 1-6.

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Because sorghum grain has important characteristics (for example, great antioxidant profile) for introduction into the regular human diet, producers and industry aim to develop successful products using sorghum as the base. The 1st step in developing products attractive for consumers is understanding consumer needs and expectations. Conjoint analysis determines attributes which may be important or unimportant for one product. In this study, focus groups and conjoint analysis were used to establish which attributes are helpful for promoting purchase intent of sorghum grain products. Once those characteristics were chosen, a national survey was conducted to confirm the selection. During the focus groups, the heath aspects of grain products seemed to be the most appealing for consumers, whereas conjoint analysis showed that sensory attributes were the principal drivers for purchase intent.

Item Type: Article
Uncontrolled Keywords: conjoint analysis, consumer, focus groups, sorghum
Author Affiliation: Author Vázquez-Araújo is with Dept. of Chemical Engineering, Univ. of Vigo, 32004 Ourense, Spain. Authors Chambers and Cherdchu are with The Sensory Analysis Center, Human Nutrition Dept., Kansas State Univ., Manhattan
Subjects: Postharvest Management
Divisions: Sorghum
Depositing User: Mr. SanatKumar Behera
Date Deposited: 20 Sep 2012 03:44
Last Modified: 20 Sep 2012 03:46
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