Understanding Malaysian consumers' perceptions of breakfast cereals using free choice profiling.

To assess whether the Repertory Grid Method (RGM) was suitable for investig ating Asian consumers' perceptions of foods, Malay Malaysians (28), studyin g in Australia, participated in one-to-one interviews about nine breakfast cereals. Subjects generated between 10 and 18 personal constructs, with a t otal of 36 different constructs, relating to perceived nutrition, health, s ensory, use, and appearance attributes of cereals. Coupling of RGM with Gen eralised Procrustes Analysis (GPA) produced descriptive and quantitative fr ee choice profiling of general and distinctive characteristics of breakfast cereals.