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KMID : 0665420200350050417
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Korean Journal of Food Culture
2020 Volume.35 No. 5 p.417 ~ p.425
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An Analysis of Consumers’ Internal Perception of Soup and Sauce using ZMET
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Ryoo Jae-Yoon
Choi Ji-Hye
Lee Seo-Hyun
Lee Min-A
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Abstract
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There is a growing global interest in food choices that could affect health. Consumer food choices are dictated bynumerous factors such as attitudes, beliefs, desires and preferences stemming from psychological and physiologicalattributes. The present study aimed to understand consumers’ internal perceptions about cream soup, cream sauce, andtomato sauce using ZMET (Zaltman’s Metaphor Elicitation Technique). The 9 step ZMET interview process was conductedfor a sample of 36 consumers (12 consumers for each sauce). A content analysis of the survey results was carried out. Fromthis, 56 concepts of cream soup were derived, and 15 constructs that met with the agreement of more than one-third of thetotal sample consumers were extracted. These 15 constructs included ‘Soft’, ‘Recollection’, ‘Familiar’, ‘Warm’,‘Comfortable’, etc. Similarly, for cream sauce, 67 concepts and 20 constructs ‘Silky’, ‘Warm’, ‘Restaurant’, ‘Family’,‘Memory’, etc. were deduced. A total of 66 concepts and 20 constructs for tomato sauce ‘Sourness’, ‘Sauce Bottle’,‘Pleasant’, ‘Ingredient’, ‘Cooking’, etc. were derived. The analysis of consumers’ consensus maps through this studyprovides a deep and useful understanding of consumers and their latent needs. Also, the results of this study indicate thatexploring consumers’ internal perceptions is critical to understanding their healthy food choices. This can be used as basicdata for formulating marketing strategies.
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KEYWORD
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Perception, eating behavior, food choice, qualitative research, zaltman’s metaphor elicitation technique
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FullTexts / Linksout information
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Listed journal information
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