Comparison of Different Ways of Handling Consumer Segments using L-shaped Data

Different approaches for handling consumer segments in L-shape data are comparedin a study conducted in Norway. Consumers evaluated eight different yoghurt sam-ples with profiles varying in three intrinsic attributes following a full factorial design.Three blocks of data were collected including sensory properties, liking ratings, andconsumer attributes. Data were analyzed using two different approaches. Inapproach one, the one-step simultaneous L-Partial Least Square (L-PLS) Regressionwith average consumer liking to represent the segments was used, while approachtwo was based on a two-step procedure (TSP) based on Partial Least Square (PLS)Regression using dummy variables to represent the segments. The methods werecompared in terms of interpretations, flexibility, and outcomes. Methodological impli-cations, recommendations, and future research avenues are discussed.