Evaluación de la aceptación de un nuevo producto a base de espárrago mediante metodología mixta

Lizbeth Salgado-Beltrán, Jonathan Díaz-León, Martha Yahaira Esquer-Torres, Juan Antonio Noriega-Rodríguez

Research output: Contribution to journalArticle

Abstract

It is estimated that annually about 1,000 tons of asparagus production in Mexico do not meet export quality. Also, asparagus requires to be marketed with an appropriate presentation to suit the preferences of consumers and prolong their useful life, as they are highly perishable. Therefore, the aim of this work is to evaluate a new asparagus based product, using a mixed method (qualitative and quantitative) of market research. Three focus groups (n = 24) were conducted, plus a quantitative study (survey) with a sample of n=145 and finally a sensorial test (blind hedonic tasting, n = 39) with consumers. Focus group results showed that consumers choose the image of dried powder asparagus between 4 options presented. Consumers classified this as practical, available all year and allowing for several applications. The intrinsic attribute of flavor was higher valuated, followed by extrinsic attributes of good image and price. This suggests that marketing strategies of the new product should focus on developing these areas
Original languageUndefined/Unknown
JournalAgroalimentaria
StatePublished - 2014

Cite this

@article{f8a64a95f2d1405fa2db719dca36359d,
title = "Evaluaci{\'o}n de la aceptaci{\'o}n de un nuevo producto a base de esp{\'a}rrago mediante metodolog{\'i}a mixta",
abstract = "It is estimated that annually about 1,000 tons of asparagus production in Mexico do not meet export quality. Also, asparagus requires to be marketed with an appropriate presentation to suit the preferences of consumers and prolong their useful life, as they are highly perishable. Therefore, the aim of this work is to evaluate a new asparagus based product, using a mixed method (qualitative and quantitative) of market research. Three focus groups (n = 24) were conducted, plus a quantitative study (survey) with a sample of n=145 and finally a sensorial test (blind hedonic tasting, n = 39) with consumers. Focus group results showed that consumers choose the image of dried powder asparagus between 4 options presented. Consumers classified this as practical, available all year and allowing for several applications. The intrinsic attribute of flavor was higher valuated, followed by extrinsic attributes of good image and price. This suggests that marketing strategies of the new product should focus on developing these areas",
author = "Lizbeth Salgado-Beltr{\'a}n and Jonathan D{\'i}az-Le{\'o}n and Esquer-Torres, {Martha Yahaira} and Noriega-Rodr{\'i}guez, {Juan Antonio}",
year = "2014",
language = "Indefinido/desconocido",
journal = "Agroalimentaria",
issn = "1316-0354",
publisher = "Centro de Investigaciones Agroalimentarias (CIAAL-",

}

Evaluación de la aceptación de un nuevo producto a base de espárrago mediante metodología mixta. / Salgado-Beltrán, Lizbeth; Díaz-León, Jonathan; Esquer-Torres, Martha Yahaira; Noriega-Rodríguez, Juan Antonio.

In: Agroalimentaria, 2014.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Evaluación de la aceptación de un nuevo producto a base de espárrago mediante metodología mixta

AU - Salgado-Beltrán, Lizbeth

AU - Díaz-León, Jonathan

AU - Esquer-Torres, Martha Yahaira

AU - Noriega-Rodríguez, Juan Antonio

PY - 2014

Y1 - 2014

N2 - It is estimated that annually about 1,000 tons of asparagus production in Mexico do not meet export quality. Also, asparagus requires to be marketed with an appropriate presentation to suit the preferences of consumers and prolong their useful life, as they are highly perishable. Therefore, the aim of this work is to evaluate a new asparagus based product, using a mixed method (qualitative and quantitative) of market research. Three focus groups (n = 24) were conducted, plus a quantitative study (survey) with a sample of n=145 and finally a sensorial test (blind hedonic tasting, n = 39) with consumers. Focus group results showed that consumers choose the image of dried powder asparagus between 4 options presented. Consumers classified this as practical, available all year and allowing for several applications. The intrinsic attribute of flavor was higher valuated, followed by extrinsic attributes of good image and price. This suggests that marketing strategies of the new product should focus on developing these areas

AB - It is estimated that annually about 1,000 tons of asparagus production in Mexico do not meet export quality. Also, asparagus requires to be marketed with an appropriate presentation to suit the preferences of consumers and prolong their useful life, as they are highly perishable. Therefore, the aim of this work is to evaluate a new asparagus based product, using a mixed method (qualitative and quantitative) of market research. Three focus groups (n = 24) were conducted, plus a quantitative study (survey) with a sample of n=145 and finally a sensorial test (blind hedonic tasting, n = 39) with consumers. Focus group results showed that consumers choose the image of dried powder asparagus between 4 options presented. Consumers classified this as practical, available all year and allowing for several applications. The intrinsic attribute of flavor was higher valuated, followed by extrinsic attributes of good image and price. This suggests that marketing strategies of the new product should focus on developing these areas

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M3 - Artículo

JO - Agroalimentaria

JF - Agroalimentaria

SN - 1316-0354

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