Journal : Food Quality and Preference , vol. 33 , p. 27–36 , 2014
Publisher : Elsevier
International Standard Numbers
Printed : 0950-3293
Electronic : 1873-6343
Publication type : Academic article
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The main objective of this paper is to describe and discuss the use of classification trees in consumer studies. Focus will be given to the use of the method in relating segments of consumers, based on their acceptance pattern, to additional consumer characteristics, including attitudes, habits and demographics variables. Advantages of the method in handling typical issues from consumer studies will be discussed. Primary interest will be given to the validation of the results, which will also be compared with results from alternative methods widely used in consumer studies. The approach will then be illustrated by using data from a conjoint study of apple juice.