Consumer perception towards familiar and innovative foods: the case of a Brazilian product

Purpose The purpose of this paper is to assess consumers' perception of a typical Brazilian food in its familiar and innovative versions through a survey combined with textual analysis. Design/methodology/approach The study collected consumers’ data ( N = 476) via survey and conducted two textual analysis – similitude and descending hierarchical classification (DHC) – using the Iramuteq software. In order to evaluate the consumers’ perception,...