CONSUMER PERCEPTION OF POTATO HEALTH BENEFITS
First Name:
Mallory
Last Name:
Poole
Field of Study:
Food Science and Human Nutrition
Keywords:
conjoint analysis
potatoes
consumers
nutrition
web survey
health claims
CONSUMER PERCEPTION OF POTATO HEALTH BENEFITS
By Mallory A. Poole
Thesis Advisor: Dr. Mary Ellen Camire
An Abstract of the Thesis Presented
in Partial Fulfillment of the Requirements for the
Degree of Master of Science
(in Food Science and Human Nutrition)
August, 2010
Potatoes are a healthy food choice. They contain many nutrients important for good health including protein, carbohydrates, dietary fiber, vitamins, minerals and antioxidants. For most Americans, buying potatoes supports the local economy because they are grown in 36 states. Potatoes are also budget-friendly, costing an average of $0.26 per serving.
Overall, people are eating fewer fresh potatoes. More people are choosing frozen and processed products that contain added fat and salt. People make their food choices based on many factors including attitude, nutrition, mood and price. It is important to find out why people are making certain food choices to help them make better ones. Conjoint analysis is a marketing tool used to uncover people’s attitudes toward specific features of a product.
An online conjoint analysis survey was conducted. Two hundred people responded to 15 statements about potatoes. There were 3 categories: nutrient content, health claim and convenience. One statement from 2 or 3 categories was displayed at one time. Subjects indicated their attitude toward each concept. Overall people had a positive attitude toward potatoes before seeing the concepts. Convenience statements had the most negative impact for the group. Health claim statements had the most positive impact for the group. FDA approved health claim statements can be added to fresh potato labels to increase potato consumption.
Understanding why people make certain food choices is important in order to help them make better food choices. Increasing potato consumption could stimulate the local economy and increase food security. Influencing food choice can improve nutritional status and quality of life.
