A multi-criteria stated method to analyze consumers’ preference and sensory evaluation towards omega-3 enriched eggs: The Analytical Hierarchy Process (AHP)

Abstract

The appropriateness of the Analytical Hierarchy Process (AHP) technique to analyze consumers’ acceptance of eggs was assessed for the first time and compared with the traditional 9-point hedonic scale. In addition, the relative importance of egg attributes (egg type: regular, free-range, enriched with omega-3; egg size: small, medium, large; origin: local, regional, other Spanish origin; and price) on consumer purchasing decisions was evaluated in the Catalan market. Data were obtained from a face-to-face questionnaire (n=122) in a controlled environment. Subsequently, consumers conducted a hedonic test of three types of commercialized eggs (regular, free-range and enriched with n-3) using the AHP technique and a 9-point scale. The AHP approach seems to be a reliable tool to evaluate consumer hedonic preferences as well for purchasing decision study as contrasted with the traditional 9-point category scale. However, further testing of the technique applied to other food products using larger sample sizes is needed.