IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Designing market-oriented beta-glucan enriched functional foods through conjoint analysis: evidence of differing consumer preferences

Listed author(s):
  • Bogue, Joe
  • Troy, Amy-jane
Registered author(s):

    New product development (NPD) has a significant role to play in the rapidly evolving food supply chain where firms wish to utilise innovative novel ingredients to meet consumers’ increased needs for healthier foods. It is a knowledge intensive process where the generation of new ideas and concepts requires detailed knowledge of both products and consumers. Beta-glucan, a novel soluble fibre, is of major interest to global food firms for its ability to increase the functionality of food and beverage products through increasing the soluble fibre content. The determination of intrinsic and extrinsic product attributes that maximise consumer acceptance of beta-glucan enriched products is largely dependant on a market-oriented NPD process. This study utilised a Conjoint Analysis methodology to examine the tradeoffs consumers would make during the purchasing decision process for healthy beta-glucan enriched breads. Three hundred consumers rated twenty-two hypothetical products on a nine-point Likert scale according to their willingness to purchase. This research identified key attributes which determined consumers’ preferences for these enriched products and identified four viable consumer segments. Managing customer knowledge during the early stages of the NPD process can help firms overcome customer acceptance issues associated with innovative functional ingredients and encourage firms to respond to new market opportunities along the food supply chain.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Paper provided by European Association of Agricultural Economists in its series 113th Seminar, September 3-6, 2009, Chania, Crete, Greece with number 57984.

    in new window

    Date of creation: 2009
    Handle: RePEc:ags:eaa113:57984
    Contact details of provider: Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ags:eaa113:57984. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.