品牌轉(zhuǎn)換模型（英文）

1、 productquest information cconsumer evaluation hedonic - liking, - purchase intent j intensity data by trained or consumer panels j “just right” data by consumer panels perception - attribute data $ laboratory analysis analytical - chemical content 0102030405060708090100 acghi deal 123456789 cocoa a

2、roma cocoa flavour malt/cereal aroma creamy texture bitter aftertaste astringent aftertaste sweet flavour soy aftertaste dairy/milky aroma coffee flavour roasted aroma mouthcoat aftertaste overall liking weight 0.87 0.77 -0.67 0.62 -0.62 -0.62 0.53 -0.50 0.23 0.12 0.11 0.10 aroma: cocoa flavor: coco

3、a aftertaste: mouthcoat texture: creamy flavor: sweet average overall liking rating aroma: dairy/milky aftertaste: bitter flavor: coffee aroma: roasted aftertaste: astringent aroma: malt/cereal aftertaste: soy e c b a optimal g f d j k i j 26.5% 42.4% 2d fit = 68.9% 2001 market facts, inc. 12345 acg

4、hi deal 123456789 sweetness richness colour strength of coffee flavour roast taste creaminess consistency overall liking too weak too weak too light too weak too weak not enough not enough 7 18 6 43 23 18 15 sweetness richness colour strength of coffee flavour roast taste creaminess consistency % ju

5、st right 26 11 10 3 5 9 6 too strong too strong too dark too strong too strong too much too smooth 68 72 84 55 72 74 79 product a -2.1 -1.9 -1.9 -1.2 -1.0 -1.4 -1.0 -1.1 -1.4 -1.2 -1.5 -1.3 -0.8 -1.7 penalty penalty % % products a and b have the most potential 31.6 46.4 23.6 34 21.9 15.9 33.8 42.2 4

6、3.5 34.5 55.7 48.8 18.9 41.1 11.1 33.6 21 36.5 32.3 20.4 35.4 17.7 19.6 34.7 35.3 54.9 44.5 63.1 29.7 25.5 36.1 30.1 26.6 sweetness richness strength of coffee flavour 8.51 8 7.98 7.79 7.54 7.43 7.55 7.32 7.58 7.57 7.61 6.19 6.46 6.25 5.43 5.21 5.46 5.63 5.6 6.37 6.97 7.48 123456789 actualpotential

7、influence ofoverall liking a b c d e f g h i j k 63 57 55 37 34 color consistency creaminess strength of coffee flavor sweetness roast taste 30 (1) maintenance: product a must continue to provide current perceptions of color, consistency, and creaminess to maintain current level of overall liking. (

8、2) potential: product a must improve perceptions of coffee flavor strength, sweetness, and roast taste to increase the level of overall liking. * 5-point poor to excellent scales maintenance (1) % potential (2) % 0.42 0.44 0.46 0.48 0.5 0.52 0.54 0.56 0.58 147101316192225283134 batch probability of

9、preference 0.5 1 1.5 2 2.5 3 3.5 sweetness probability of preferencesweetness aroma: cocoa flavor: cocoa aftertaste: mouthcoat texture: creamy flavor: sweet aroma: dairy/milky aftertaste: bitter flavor: coffee aroma: roasted aftertaste: astringent aroma: malt/cereal aftertaste: soy 26th 29th 24th 27th 15% 77% 2d fit = 92% 2001 market facts, inc. overall liking 25th 23rd change over time 74 76 number of incorrect replies number of correct replies there is significant (with 95% confidence) discrimination triangle test