The role of personal values in food choice and preference: A case study with potato chips and orange juice

Individuals make food choices based on various factors, and develop sensory preference through experience. In many cases it is rather difficult to understand the consumer decision-making process and product sensory preferences by simply using general demographic information. The aim of this dissertation is to investigate the impact of the personal value systems on food product choice and sensory preference, and to consider how they could be used as classification criteria for consumer segmentation. Because personal values are the guiding principles of life and the foundation of actions and behaviors, consumers embracing different values would place different importance on sensory and non-sensory product factors. Both qualitative and quantitative research approaches were employed in the current study to provide complementary perspectives on the same concepts. For example, means-end chain analysis (a qualitative method) provided insightful information on personal values, but the Portrait Value Questionnaire was also used to obtain quantitative measures on personal values. Other methods included focus groups (qualitative), and descriptive analysis, conjoint analysis, and hedonic measurement of consumer sensory preferences (quantitative). The research design used two popular snack and beverage product categories, potato chips and orange juice, because many consumers over a wide age range consume them on a regular basis. Cluster analysis revealed three consumer segments embracing different value profiles, which we assigned the labels, Universalism, Conservatism and Hedonism. They had dissimilar concerns for various aspects of foods, which in turn influenced their food choices. In addition, we also observed differences in their sensory preferences. The Universalism cluster emphasized the sensory quality, nutritional benefits, and packaging materials of the products, which reflected the motivational goals of preserving the environment and the welfare of other people. They also demonstrated sensory preferences for products that were perceived to be healthy and natural. The Conservatism cluster emphasized on monetary value when they made food choices and preferred products that they were familiar with. The Hedonism cluster emphasized the sensory quality of the products, and tended to choose foods to enhance pleasure and enjoyment in life. The association among tangible product factors and personal values were identified using means-end chain analysis. These results were consistent with and complementary to the results obtained using quantitative approaches, but also further elucidate why and how consumers make food choices in accordance with their personal values.