Last modified: Apr 24, 2003
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Consumer preference mapping of carrots
Key words: Random coefficient analysis.
Description
In a consumer study 103 consumers scored their preference of
12 danish carrot types on a scale from 1 to 7. Moreover the consumers scored the
degree of sweetness, bitterness and crispiness in the products.
The carrots were harvested in autumn 1996
and tested in march 1997. A number of background information variables were recorded
for each consumer:
- Frequency: "How often do you eat carrots?"
- Once a week or more
- Once every 2 weeks
- once every 3 weeks
- At least once a month
- Less than once a month
- Gender:
- male
- female
- Age:
- -25 y
- 26-40 y
- 41-60
- 61-
- Homesize: (number of persons in the household)
- 1 or 2 persons
- 3 or more persons
- Work: (7 different types of employment)
- Unskilled worker (no education)
- Skilled worker (with education)
- Office worker
- Housewife (or man)
- independent businessman/self-employed
- Student
- Retired
- Income: (of the household)
- < 150.000 DKK
- 150.000-300.000 DKK
- 300.000-500.000 DKK
- > 500.000 DKK
In addition to the consumer survey, the carrot
products were evaluated by a trained
panel of tasters, the sensory panel, with respect to a number of sensory (taste, odour and texture)
properties. Since usually a high number of (correlated) properties(variables) are used,
in this case 14, it is a common
procedure to use a few, often 2, combined variables that contain as much of the information
in the sensory variables as possible. This is achieved by extracting the first two principal
components in a principal components analysis(PCA) on the product-by-property panel average data
matrix. In this data set the values of the first two principal components are provided,
see the loadings plot for the
interpretation of these components.
Number of observations: 1236
| Variable | Description |
| |
| Consumer | Numbering identifying the consumers |
| Frequency | Valued 1-5 (see above) |
| Gender | Valued 1-2 (see above) |
| Age | Valued 1-4(see above) |
| Homesize | Valued 1-2 (see above) |
| Work | Valued 1-7 (see above) |
| Income | Valued 1-4 (see above) |
| Preference | preference score |
| Sweetness | Sweetness score |
| Bitter | Bitterness score |
| Crisp | Crispiness score |
| Sens1 | First sensory principal component |
| Sens2 | First sensory principal component |
| Product | Product identification
|
Source
Per Bruun Brockhoff, The Royal Veterinary and Agricultural University, Denmark.
Analysis
Randomized block, Random coefficient analysis.
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