Comparison of different ways of handling consumer segments using L-shape data

Summary

Different approaches for handling consumer segments in L-shape data are compared in a study conducted in Norway. Consumers evaluated eight different yoghurt samples with profiles varying in three intrinsic attributes following a full factorial design. Three blocks of data were collected including sensory properties, liking ratings, and consumer attributes. Data were analyzed using two different approaches. In approach one, the one-step simultaneous L-Partial Least Square (L-PLS) Regression with average consumer liking to represent the segments was used, while approach two was based on a two-step procedure (TSP) based on Partial Least Square (PLS) Regression using dummy variables to represent the segments. The methods were compared in terms of interpretations, flexibility, and outcomes. Methodological implications, recommendations, and future research avenues are discussed.