RESEARCH SPOTLIGHT
CONSUMER INFLUENCE FACTORS IN PURCHASING AN UNFAMILIAR CHEESE
"How likely would the following persuade you to buy a new or different cheese?"
An in-store sample
I have had it at a restaurant, party or event
%
Recommended by family or friends 81 I have a coupon or discount Featured on a cooking show An ad on TV
85 83 78
54 43
A print ad in a magazine or newspaper
An online advertisement
40 29
Influence Factors in Purchasing an Unfamiliar Cheese, February– March 2012 Base: internet users ages 18+ who personally buy cheese for themselves or their household. Source: Mintel
$POTVNFST SFQPSU UIBU JO TUPSF TBNQMFT XPVME CF UIF NPTU FGGFDUJWF NFUIPE JO DPOWJODJOH UIFN UP QVSDIBTF BO VOGBNJMJBS DIFFTF TPNFUIJOH NBOVGBDUVSFST BOE NBSLFUFST TIPVME DPOTJEFS XJUI OFX QSPEVDU MBVODIFT 4PNF QFSDFOU SFQPSU UIBU UIFZ DPVME CF DPBYFE JOUP CVZJOH BO VOGBNJMJBS DIFFTF BU UIF SFDPNNFOEBUJPO PG GBN JMZ PS GSJFOET
Winter Fancy Food Show Booth 3119 FORMS OF CHEESE PURCHASED % Slices Shredded—single cheese type
Shredded—mixed/blended cheese types Chunks/blocks String
Spreadable Crumbled Cubes
96 96
92 89 75 58 58 54
Small, precut chunks/bite-size pieces 50
Forms of Cheese Purchased, February–March 2012 Base: 1,794 internet users ages 18+ who personally buy cheese for themselves or their household Source: Mintel
4MJDFE BOE TISFEEFE DIFFTF BSF UIF NPTU QVS DIBTFE GPSNT PG DIFFTF BNPOH TVSWFZ SFTQPO EFOUT
QFSDFOU FBDI TIPXJOH NBSLFU TBUVSB
UJPO "MM GPSNT PG DIFFTF BSF QVSDIBTFE CZ BU MFBTU IBMG PG SFTQPOEFOUT XJUI TNBMM QSFDVU CJUF TJ[F QJFDFT QVSDIBTFE CZ UIF MFBTU OVNCFS QFS DFOU .BOVGBDUVSFST BOE SFUBJMFST NBZ XBOU UP DPOTJEFS VTBHF JEFBT GPS MFTT SFQSFTFOUFE GPSNT TVDI BT DSPTT NFSDIBOEJTJOH DIVOLT DVCFT JO UIF QSPEVDF EFQBSUNFOU XJUI HSBQFT BOE CSJOHJOH DSBDLFST JOUP UIF NJY BSPVOE IPMJEBZT
Winter Fancy Food Show Booth 364 42 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com
PHOTO: BIGSTOCK