Understanding American premium chocolate consumer perception of craft chocolate and desirable product attributes using focus groups and projective mapping

Craft chocolate is a relatively new and fast-growing segment of the American chocolate market. To understand American premium chocolate consumer perception of craft chocolate and desirable chocolate product attributes, we conducted a mixed-methods study using focus groups and projective mapping. Projective mapping revealed that participants segmented products in terms of quality based upon usage occasion rather than cost or other factors. We found that American premium chocolate consumers use search attributes such as segmentation, price, availability, and packaging as quality determinants. Additionally, they desire credence attributes that convey trust through, for example, the presence or absence of sustainability certifications, or a semblance of meaning. Premium chocolate consumers seek out experience attributes such as utility and/or joy, which are achieved by purchasing a chocolate product as a gift, for its nostalgic purposes, or for desired post-ingestive effects. We propose a Desirable Chocolate Attribute Concept Map to explain our findings.

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Work Title Understanding American premium chocolate consumer perception of craft chocolate and desirable product attributes using focus groups and projective mapping
Access
Open Access
Creators
  1. Allison L.Brown
  2. Alyssa Joy Bakke
  3. Helene Hopfer
Keyword
  1. Focus group, Projective Mapping, Craft chocolate, Premium chocolate, Food quality, Consumer perception
License Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0)
Work Type Dataset
Publication Date December 8, 2020
DOI doi:10.26207/a863-pp02
Deposited February 17, 2020

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Version 1
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  • Created
  • Added Brown_Golden_Ticket_PMAP_Codewords_Coordinates_2-17-20.xlsx
  • Added Brown_Golden_Ticket_Focus_Group_Codes_and_Themes.pdf
  • Added image-1.jpg
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  • Added Brown_Golden_Ticket_Wordcloud_Stopword_List_Final_4-14-20.xlsx
  • Added Image_1.pdf
  • Added Creator Allison L.Brown
  • Added Creator Helene Hopfer
  • Added Creator Alyssa Joy Bakke
  • Published

Version 2
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  • Created
  • Added README.txt
  • Updated Publication Date Show Changes
    Publication Date
    • 2020-12-08
  • Published

Version 3
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  • Created
  • Deleted README.txt
  • Deleted image-1.jpg
  • Updated Creator Allison L.Brown
  • Updated Creator Alyssa Joy Bakke
  • Updated Creator Helene Hopfer
  • Updated License Show Changes
    License
    • http://www.europeana.eu/portal/rights/rr-r.html
    • https://creativecommons.org/licenses/by-nc-sa/4.0/
  • Published