Modeling consumer satisfaction to identify drivers for liking: An online survey based on images of Habanero pepper (Capsicum chinense Jacq.)

The objective of this study was to analyze the impact of factors that influence consumer satisfaction (CSAT) and how emotions and sensory attributes are related to the consumer's preference for Habanero pepper. In Phase 1: A total of 202 Habanero pepper consumers responded to a structured surve...

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Bibliographic Details
Published in:	Journal of sensory studies Vol. 36; no. 6
Main Authors:	Peralta‐Cruz, Claudia, Rodríguez‐Buenfil, Ingrid Mayanin, Cabal‐Prieto, Adán, Cuervo‐Osorio, Víctor Daniel, Oney‐Montalvo, Julio Enrique, Herrera‐Corredor, José Andrés, Ramírez‐Sucre, Manuel Octavio, Ramírez‐Rivera, Emmanuel de Jesús
Format:	Journal Article
Language:	English
Published:	Hoboken, USA John Wiley & Sons, Inc 01-12-2021 Wiley Subscription Services, Inc
Subjects:	Capsicum chinense Consumers Customer satisfaction Emotions Polls & surveys Pungent principles Sensory properties Vegetables
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Summary:	The objective of this study was to analyze the impact of factors that influence consumer satisfaction (CSAT) and how emotions and sensory attributes are related to the consumer's preference for Habanero pepper. In Phase 1: A total of 202 Habanero pepper consumers responded to a structured survey to determine the influence of factors on satisfaction using the Partial Least Squares (PLS)‐Path modeling technique. In Phase 2: A total of 498 pepper consumers evaluated images of immature, intermediate‐ripened, and ripened Habanero peppers assigning emotions, sensory attributes, and liking level for each chili image. Results showed that the relationship between intrinsic, extrinsic quality, and consumer safety influenced CSAT. Immature and ripened chili peppers were most preferred. Immature chilies elicited calm, bored, tame, and mild emotions that were related to attributes green vegetable, fresh leaf, and crunchiness. Ripened Habanero peppers elicited emotions such as loving, pleasant, active, worried, satisfied, happy, guilty, wild, aggressive, and joyful that were related to attributes mouth heat, mouth hardness, mouth numbness, and pungency. Satisfaction of Habanero pepper consumers is influenced by safety, extrinsic and intrinsic quality which includes emotions and sensory aspects such as color and texture. Practical Applications The use of online questionnaires is an effective tool to collect data for the explanation of the relationships between intrinsic and extrinsic factors from the consumer's point of view and for the evaluation of sensory attributes and emotions evoked through images of Habanero pepper. This makes it possible to identify different patterns of consumer liking levels that can be a key element in the generation of marketing strategies. Results from this research are important for the chili industry, producers, gastronomes and international and nationals' researchers dedicated to the production, processing, use, and research of the Habanero pepper.
Bibliography:	Funding information Claudia Peralta‐Cruz and Ingrid Mayanin Rodríguez‐Buenfil are the First authors. Consejo Nacional de Ciencia y Tecnología
ISSN:	0887-8250 1745-459X
DOI:	10.1111/joss.12696