Consumer Input for Developing Human Food Products Made with Sorghum Grain
Article first published online: 14 SEP 2012
© 2012 Institute of Food Technologists®
Journal of Food Science
Volume 77, Issue 10, pages S384–S389, October 2012
How to Cite
Vázquez-Araújo, L., Chambers IV, E. and Cherdchu, P. (2012), Consumer Input for Developing Human Food Products Made with Sorghum Grain. Journal of Food Science, 77: S384–S389. doi: 10.1111/j.1750-3841.2012.02917.x
- Issue published online: 12 OCT 2012
- Article first published online: 14 SEP 2012
- MS 20120574 Submitted 4/23/2012, Accepted 7/19/2012.
- conjoint analysis;
- focus groups;
Abstract: 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.
Practical Application: The data presented in this study are essential for industry as a starting point for developing sorghum grain based food products. It is necessary to address consumers’ demands to ensure new products’ success in the market, and the present study clearly shows this consumers’ input.