A retail simulation study for investigating product choice and choice satisfaction: A case study involving kombucha
Kombucha is a fermented tea that is rapidly growing in popularity in the United States. As part of a larger consumer study conducted in Portland, Oregon, kombucha consumers (n=1303, 68% female, aged 18-86, USA)participated in an online retail simulation test. They evaluated 9 commercial products (bottle images) and made choice selections in a retail simulation.
They were then prompted with questions related to food choice motivations, product expectations, and choice satisfaction. Additional questions probed other aspects (psychographics, product usage, etc.).
We used exploratory multivariate data analyses and cluster analysis methods to explore connections between food choice motivation and product choice, between expectation and satisfaction, and between food choice motivations and product benefit expectations. Results help to better understand consumer expectations and drivers of purchase and repurchase within category-specific consumer segments.
Colonna, A.E., Hasenbeck, A., Jaeger, S.R., & Castura, J.C. (2019). A retail simulation study for investigating product choice and choice satisfaction: A case study involving kombucha. 13th Pangborn Sensory Science Symposium. 28 July-1 August. Edinburgh, UK. (Poster).