Over half the consumers predicted they would drink more boysenberry juice in the future. This indicates that a new food product can gain acceptance if it is well liked. This was not the case with prune juice, which was not rated highly by the consumers. The drink was unfamiliar but, unlike boysenberry juice, consumers did not like the flavour, taste or texture. The consumers were classified according to their eating style as traditional, connoisseur or combination.
Traditional consumers are the type who eat meat and three vegetables for their evening meal.
This group preferred boysenberry juice to apple or prune juice. This sort of information can be used to target marketing and hence is much more useful than just knowing whether a consumer enjoys the taste of a product. To identify the factors which determine liking of a particular product, one must evaluate consumer perceptions of the product in addition to sensory preference. Mere assessment of consumer liking of a product does not allow predictions to be made concerning the future use and success of a product. This study aimed to evaluate this new approach.