Using Mind-Set Information About Health, Pleasure and Function to Understand Consumer Choices in Bottled Water
Andrea Maier1, Howard R. Moskowitz*, 2, Jacqueline Beckley3, Hollis Ashman3
Identifiers and Pagination:Year: 2009
First Page: 42
Last Page: 61
Publisher Id: TOFSJ-3-42
Article History:Received Date: 7/11/2008
Revision Received Date: 24/11/2008
Acceptance Date: 25/11/2008
Electronic publication date: 9/4/2009
Collection year: 2009
open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, created by experimental design, can be combined and analyzed to identify new product opportunities for foods and beverages.
Methodology/Approach: This paper analyzes responses to test concepts about bottled water from five different mind-set databases (Crave It! 2001 for adults, teens; Drink It! 2002 and 2004; Healthy You! 2003), each focusing on a different aspect of food/drink, but each containing a study about bottled water. The databases combine conjoint analysis with extensive classification, which generate parallax views about bottled water from different vantage points.
Practical Implications: Based upon strong performance of specific elements across databases for different end-uses, the analyses suggest that a market exists for bottled water containing strong health benefits, as well as a strong opportunity for functional bottled water specifically targeting younger consumers.
Originality: The paper presents a unique new approach to understanding the mind-set of consumers by combining information from concept databases.