TASTE OR HEALTH - A STUDY ON CONSUMER ACCEPTANCE OF CORN CHIPS

This study examined the relative contributions of taste and health con siderations on consumer liking and purchase intent of corn chips. Eigh t types of commercial corn chips were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were an alysed using factor analysis. Results revealed that purchase intent of corn chips was strongly related to degree of liking and to several ke y sensory attributes including saltiness, corn flavor and greasiness. These variables emerged as the first factor in the analysis, suggestin g that consumers perceive these characteristics as being most importan t in their choice of corn chips. Factor 2 described a health dimension and was related to respondents' attitudes toward fat in the diet. Fac tor 3 comprised two remaining sensory attributes (color and crunchines s), which apparently were of minor importance to the respondents. Thes e data suggest that in spite of Current concern about reducing dietary fat, health remains secondary to taste in the selection of corn chips for consumers in this population (C) 1998 Elsevier Science Ltd. All r ights reserved.