Understanding consumers' cognitive structures with regard to high pressure processing: A means-end chain application to the chilled ready meals category

Although new process technologies can potentially offer superior competitive advantages in the marketplace, they can also represent a high-risk effort for those manufacturers that ignore consumers' needs and value systems during the new product development (NPD) process. The overall aim of the study was to gain insights into consumers' cognitions with regard to high pressure processed chilled ready meals. In-depth one-to-one laddering interviews based on means-end chain theory were conducted in-home with 40 purchasers of chilled ready meals. The research showed that consumers were generally receptive towards the concept of high pressure processed chilled ready meals. However, perceived food safety risks related to low awareness levels of the technology, coupled with misconceptions regarding the influence of high pressure processing (HPP) on elements of eating quality represented significant barriers to consumer acceptance. Hierarchical value maps (HVM) revealed important insights into the motivational cognitive structures of specific consumer segments with important implications for the technical development and strategic marketing of high pressure processed foods.

Research highlights► The attributes “more natural/homemade” stimulate attainment of higher order values. ► Extending the shelf-life of chilled ready meals raise concerns regarding HPP. ► Expectations of pleasure are most important to pre-family life stage consumers. ► Health was linked to quality of life and career fulfilment for pre-family consumers. ► Health orientation was linked to the value duty of care for consumers with children.