A structural latent variable approach to modelling consumer perception: A case study of orange juice

Recognizing the unobservability of consumer perception, a structural latent variable model with multiple dichotomous indicators and multiple cause variables was employed to characterize consumer perception of orange juice. Results indicated that education, sex, race, urbanization, and household size were important determinants of consumer perception. Other results suggested that several of the included indicator variables (such as orange juice is good for breakfast, is good for health, is energizing, and is refreshing) represented important dimensions of the latent consumer perception variable. © 1993 John Wiley & Sons, Inc.