Using conjoint analysis for the consumer optimization of champignon products with enhanced vitamin D content

Friday, June 28, 2019

Author: Anna Szabó




One of the latest results of developments related to cultivated mushrooms in recent decades is champignons with an enhanced vitamin D content, which help fight global vitamin D deficiency as a natural source of vitamin D. In the assessment of this new product from a consumer point of view, conjoint analysis was used for the first time, and it proved to be effective in identifying consumer needs, and may help product development with valuable information. The conjoint analysis, previously not used in the case of mushroom products, showed that it is the Hungarian origin and the enhanced vitamin D content which is most appreciated by consumers when judging the product. Through carrying out the survey with the joint recording of socio-demographic data, consumer groups can be identified, creating a potential for targeted marketing.


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