Validation of a degree of difference (DOD) cut-off point using cross-cultural insight for quality purposes

This study aimed at determining a cut-off point on a degree of difference (DOD) scale using cross-cultural consumer data for quality purposes. A group of 10 colas representing two critical off-notes at different concentrations were manufactured. The samples were assessed by a quality panel who determined the DODs and were also presented to consumers in Romania and the Netherlands who reported their likings for the samples.Results reported that the cut-off point in Romania was lower than the one originally decided by management. On the other hand, results obtained in the Netherlands indicated that the cut-off point was higher than in Romania but close to the one currently used. Results also showed that the quality of the cola present on each market as well as most of consumers’ characteristics influenced the value of the cut-off point. This study underlined the value of international consumer insight to validate quality systems.