Consumer purchase probability of dry fermented lamb sausages

Consumers (n = 82) purchase intent of fermented lamb sausages was examined as a function of information on fat content, price and liking. The sausages, price levels and fat levels were considered to represent the variation on the Norwegian market. Liking was measured by ratings without any product information. The purchase intent data were collected by conjoint stimuli (number of sausages xpricelevelsxfat levels) according to a full factorial design. The sausages with the lowest fat level were rated as the most liked sausages. Price was the most decisive factor for males, and high fat level had a clear negative influence on females' purchase intent. It was found that young men had the largest increase in purchase intent per unit increase in liking. (C) 1998 Elsevier Science Ltd. All rights reserved