Benchmarking breakfast cereals: measures of consumer perceptions of quality, product information, and nutritional labels.

摘要

Direct side-by-side comparisons of eight popular cold breakfast cereals were evaluated using magnitude estimation and a repeated measures experimental design. Data collected in 1994 from sixteen 18 to 24 year old female students from Chicago (Illinois, USA) was used to evaluate quality perceptions based on blind ratings of dry cereals, cereals with milk, cereals with brand and package information and cereals with nutritional label information. Results indicate that the panel judges can discriminateon each design measure using magnitude estimation procedures. High levels of differentiation were exhibited in response to cereals with milk and cereals with brand/package information, and considerably less discrimination power was shown using information based on dry cereal and nutritional label information evaluations.