Use of Kelly Repertory Grid Technique for Scale Development of Breakfast Cereals

Abstract

This chapter aims to determine which attributes consumers use in their assessment of breakfast cereals and to generate a survey to measure the underlying constructs comprising breakfast cereals using the Kelly Repertory Grid Technique. The preliminary process of identifying breakfast cereal attributes was based on five in-depth interviews and a qualitative analysis of the answers was performed. The findings enrich our knowledge of consumer perceptions and evaluations of product attributes and can be used my researchers and practitioners in the development of new products.