Using online attitudinal and completion test to understand the consumerś perception of probiotic dry-fermented sausage

This study aimed to assess consumer perceptions and the connections between consumers' health-related concerns and their perceptions of probiotic fermented sausage. The study was carried out using a 4-step online questionnaire composed of: (1) identification and recruitment; (2) application of the completion test; (3) attitudinal exploration; (4) socioeconomic inquiry. The online test was applied using images simulating the shopping experience of a couple in a supermarket. The situation demonstrated an incomplete dialog between them. The response evaluation focused on identifying the key factors influencing consumers' choices when purchasing fermented sausages, both traditional and probiotic. Sixteen categories emerged from the terms mentioned by consumers that encouraged (positive) or restricted (negative) the intention to purchase fermented sausage. Three different consumer groups were formed from the attitudinal profile results (High Health Concerned - HHC, Moderate Health Concerned - MHC, and Low Health Concerned - LHC). Among the positive categories, "healthy" and "curiosity" stood out in encouraging the purchase of probiotic fermented sausages. On the other hand, negative categories, which restrict the purchase of probiotic fermented sausages, were primarily attributed to consumers' lack of knowledge about probiotics and to the belief that the functional product has "unpleasant taste". Consumers with different health concerns exhibited distinctive perceptions of probiotic fermented sausage. To successfully introduce functional fermented sausage into the market, a multifaceted marketing approach is needed. Regardless of the level of health awareness, the education of consumers about the health benefits and the sensory attributes is crucial for the market of probiotic fermented sausage.