Simulation modelling: Identification of market segments for novel beta-glucan enriched breads

Purpose – The purpose of this paper is to utilise market-oriented methodologies and simulation analysis to generate information regarding consumers’ attitudes, opinions and preferences towards novel β-glucan-enriched breads. Design/methodology/approach – Focus Groups and In-depth interviews were used to generate consumer information on potentially suitable attributes that would maximise consumer acceptance. The approach involved the creation of a set of realistic product concepts from a combination of attribute levels and the presentation of these product concepts to consumers. A fractional factorial design generated an orthogonal array of 22 hypothetical products that were presented to consumers for rating while K-means cluster analysis was used to segment consumers into four specific consumer segments. The simulation analysis then identified β-glucan-enriched bread concepts targeted specifically at these four market segments. Findings – The simulation analysis identified β-glucan-enriched bread concepts targeted specifically at these four market segments. Originality/value – This research can assist manufacturers who wish to optimally design foods with novel ingredients and aid in the development of product concepts which maximise consumer acceptance and increase the likelihood of product success.