Preference mapping detail and its techniques

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2. Preference Mapping
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3. Contents
Introduction
Types of preference mapping
Factors influencing preference mapping
Analytical techniques
ØPreference mapping of Ham(case study)
ØBenefits of preference mapping
ØLimitations
ØConclusion
ØReferences
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4. Introduction
A technique often used in marketing, sensory analysis and consumer research to
understand and visualize consumer preferences for products or services
In the context of food, preference mapping refers to understanding and mapping out
people's preferences for different food attributes and overall food experiences
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5. Con
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6. Types of Preference mapping
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Internal
preference
mapping
External
preference
mapping

7. Internal preference mapping
Internal preference mapping analyze overall liking data to give the direction of
preference and to identify consumer segments
It derives a multidimensional representation of products and consumers
 This representation is obtained through Principle Component Analysis, PCA
of a data matrix with products as rows and consumers as columns
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8. External preference mapping
External preference mapping relates to overall liking data to sensory attributes
generated by trained panelists
It derives a multidimensional representation of products based on their sensory
profile
 This representation is usually obtained through Principle Component
Analysis PCA of a data matrix with products as rows and external data as
variables or columns
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10. Factors influencing Food preference
Cultural background is important factor as it plays important
role in food preference
Different cultures have unique culinary traditions and
preferences
Personal taste also play significant role as each individual
has their own preferences for flavor, texture and ingredients
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11. Conti.
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Upbringing and family influence also have impact on
food preference
The food we grew up eating and the meals shared with
family can create a sense of comfort and familiarity
Other factors include Health considerations, Dietary
restrictions and Personal beliefs
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13. Analytical Techniques
Sensory mapping
Conjoint analysis
Multivariate analysis
Check-all-that apply(CATA)
Hedonic scaling 13

14. Sensory mapping
Sensory mapping is a technique used to visually represent and
analyze the sensory attributes of food products
Helps food professionals understand how consumers perceive the
sensory characteristics of different food items
Focuses on qualities such as taste, aroma, texture, appearance and
other sensory properties that influence consumer preferences and
product development
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15. Conjoint analysis
A research method used to understand how consumers prioritize and
make trade-offs between different attributes (e.g., taste, texture,
price) in food products
Helps to identify which attributes and attribute levels are most
appealing to consumers
Aiding in product development, pricing and marketing strategies in
the food industry
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