A TECHNICAL NOTE ON THE USE OF CHOQUET INTEGRAL TO ANALYZE CONSUMER PREFERENCES: APPLICATION TO MEAT CONSUMPTION

摘要

This paper deals with the use of the Choquet integral to analyze meat consumer preferences. First, we present the method in comparison with multiple linear regression. Second, we illustrate the application in a data set of panelist evaluation of fresh pork loin chops for three attributes (color, lean content and overall acceptability) and purchase intention. Kappalab and Rfmtool packages for the GNU R statistical system were used for data analysis. The Choquet integral allowed to analyze the contribution of each attribute and their combinations, overcome the problems of multicollinearity in linear regression, and showed a similar or better predictive ability than linear model. In conclusion, the Choquet integral can be considered a complementary tool of usual statistical analysis of food consumer preferences.