CONSUMER PERCEPTIONS OF THE VALUE OF FATS IN SUPER PREMIUM ICE CREAM

This book is about the difference between cream and vegetable fats in Super Premium Ice cream, particularly with regard to the value attached to these by consumers. The findings throughout the different units of analysis reveal a clear preference (higher perception) for cream instead of vegetable fat in Super Premium Ice cream. One of the major findings of the investigation is that Perceived Value(PV) has been increasingly formed by non-material components, and that very often, higher abstractions are the key to understanding PV. Furthermore, the connections are more important than the elements themselves when it comes to influencing PV. The main values elicited by the analysis are Self Esteem, Belonging, Social Responsibility and Being Swiss. In summary the difference in the evaluation of vegetable fats and cream in Super Premium Ice cream did not stem from the physical attributes of the products themselves, but from elements of higher abstraction that are not visible in the product itself, e.g., origin, production process and conceivability.

Autorentext

Education: Food technologist (dairy) Organizer SGO, AKAD, Zürich (CH) Post Graduate Program International Management, University applied science, Dornbirn and Lichtenstein, (AT) and (LI) MBA, University of Gloucestershire, (UK) Practical experiences: Leadership positions in the food industry mainly ice cream (Nestlé, Mövenpick).