15F-11 |
Development of a new bite-sized hamburger nugget--from concept generation to evaluation of product acceptance and market potential |
N. R. PAVON1, W. Prinyawiwatkul2, I. Makienko3, A. Schupp3, and C. O'Neil4. (1) Department of Food Science, Louisiana State University Agricultural Center, Baton Rouge, LA 70803-4200, (2) Department of Food Science, Louisiana State University Agricultural Center, Baton Rouge, LA 70803-4200, (3) Department of Agricultural Economics and Agribusiness, Louisiana State University Agricultural Center, Baton Rouge, LA 70803-4200, (4) School of Human Ecology, Louisiana State University Agricultural Center, Baton Rouge, LA 70803-4200 Ground beef (hamburger) has been regularly consumed in the U.S. However, its high fat and cholesterol contents encourage health- and weight-conscious consumers to turn to alternative, lower-fat meat products. Many new processed meat products are introduced into the U.S. market annually. Fresh mixed ground beef-turkey has not been sold commercially in any form. This study was conducted to develop a new bite-sized beef-turkey nugget and to identify quality attributes driving consumer preference, acceptance, and purchase intent of this product. Discussions with retailers and focus-group consumers suggested 4 product attributes: form (fresh or frozen), packager identity (retailer or processor), %ground beef (50%, 70%, 90%), and price (80%, 90%, 100% of ground beef price). A conjoint survey was sent to 3,400 Louisiana households. Consumers rated their preferences of 9 (of 36) hypothetical profiles using a 11-point scale (0=least preferred and 10=most preferred). Consumers (n=117) evaluated 3 cooked nuggets (beef:turkey ratio, 70:30, 90:10, 100:0) for acceptability of appearance, color, flavor, texture, and overall liking using a 9-point hedonic scale (1=dislike extremely and 9=like extremely). Overall acceptance (yes/no) and purchase intent (buy/not-buy) were determined. Data were statistically analyzed. 16% of the mail consumers have mixed ground beef and turkey for various purposes in home. 68.8% will buy fresh mixed ground beef-turkey if commercially available. The highest rated profile was fresh form, processor packaged, 90% ground beef, and priced at 90% of regular ground beef. 84% of consumers indicated that the 70:30 nugget was acceptable, and 80% would purchase the product. Flavor was critical to overall acceptance and purchase intent. Male consumers could not differentiate among the three nugget products, while female consumers could (p£0.1). Flavor, not color and texture, was the most discriminating attribute. The new bite-sized beef nugget containing 30% turkey is acceptable and has market potential.
Session 15F, Product Development
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