Understanding consumers´ underlying motives for purchasing cheese with health benefits
DOI:
https://doi.org/10.26461/16.05Keywords:
cheese, health benefits, laddering, motives to purchaseAbstract
In Uruguay, dairy is the sector that has expanded most with the introduction of functional products. Cheese is a widely consumed dairy product and it is also an interesting alternative to develop healthy products. For this it is important to identify which health benefts of cheese interest consumers most. This work aimed to study and explain the response of Uruguayan consumers to cheeses with different nutritional characteristics. Laddering technique was applied to understand consumers’ underlying motives for purchasing, or not purchasing, cheese with different health claims. According to results, consumers expected that by the consumption of specifc functional cheeses they will look more attractive and achieve a better quality of life. The main reasons given by the other consumers for not buying cheese with health benefts were expected lack of pleasure and distrust in the claimed health beneft.
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