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Open AccessArticle

Liking Product Landscape: Going Deeper into Understanding Consumers’ Hedonic Evaluations

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Facultad de Ingeniería, Universidad Panamericana, Aguascalientes 20290, Mexico
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CONACYT—INFOTEC Centro de Investigación e Innovación en Tecnologías de la Información y Comunicación, Aguascalientes 20313, Mexico
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Escuela de Negocios Gastronómicos, Universidad Panamericana, Aguascalientes 20290, Mexico
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Departamento de Biotecnología, Universidad Autónoma Metropolitana Iztapalapa, Ciudad de Mexico 09340, Mexico
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Authors to whom correspondence should be addressed.
Foods 2019, 8(10), 461; https://doi.org/10.3390/foods8100461
Received: 21 August 2019 / Revised: 19 September 2019 / Accepted: 4 October 2019 / Published: 9 October 2019
(This article belongs to the Section Sensory and Consumer Sciences)
The use of graphical mapping for understanding the comparison of products based on consumers’ perceptions is beneficial and easy to interpret. Internal preference mapping (IPM) and landscape segmentation analysis (LSA) have successfully been used for this propose. However, including all the consumers’ evaluations in one map, with products’ overall liking and attributes’ perceptions, is complicated; because data is in a high dimensional space some information can be lost. To provide as much information as possible, we propose the liking product landscape (LPL) methodology where several maps are used for representing the consumers’ distribution and evaluations. LPL shows the consumers’ distribution, like LSA, and also it superimposes the consumers’ evaluations. However, instead of superimposing the average overall liking in one map, this methodology uses different maps for each consumer’s evaluation. Two experiments were performed where LPL was used for understanding the consumers’ perceptions and compared with classic methodologies, IPM and cluster analysis, in order to validate the results. LPL can be successfully used for identifying consumers’ segments, consumers’ preferences, recognizing perception of product attributes by consumers’ segments and identifying the attributes that need to be optimized. View Full-Text
Keywords: consumers’ perceptions; consumers’ preferences; data analysis; liking product landscape; market segmentation; sensory analysis consumers’ perceptions; consumers’ preferences; data analysis; liking product landscape; market segmentation; sensory analysis
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Sánchez, C.N.; Domínguez-Soberanes, J.; Escalona-Buendía, H.B.; Graff, M.; Gutiérrez, S.; Sánchez, G. Liking Product Landscape: Going Deeper into Understanding Consumers’ Hedonic Evaluations. Foods 2019, 8, 461.

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