TY - JOUR
T1 - Understanding consumer preferences for rice wines using sensory data
AU - Lee, Seung Joo
AU - Lee, Kwang Geun
PY - 2008/3
Y1 - 2008/3
N2 - BACKGROUND: To understand which sensory attributes drive consumers' preference for certain products, sensory attributes and consumer's preference scoring were related using preference mapping techniques. The objectives of this study were to understand the sensory attributes that drive consumer preference for rice wine products and to investigate the presence of the sub-groups with different preference patterns according to sensory properties of rice wines. RESULTS: Descriptive analysis and consumer preference testing were conducted with ten commercial rice wines. The rice wines were primarily separated between the ones with high intensities of 'ripe-fruit', 'sweet-grain', and 'fruit taste', and those high in 'yeasty', 'bitter', and 'astringent' from the principal component analysis (PCA) of the descriptive data. Based on consumer preferences, three consumer groups were identified by cluster analysis. The rice wines with higher sweetness, and medicinal herb or fruit aromas were preferred by 43% of consumers (cluster 1). Cluster 2 (28%) preferred rice wine with intense fruit-related attributes such as 'ripe-fruit', 'sweet-grain', and 'fruit-taste', whereas cluster 3 (29%) favoured wine with an intense medicinal herb aroma, but lower astringency and bitter taste. CONCLUSION: Differing needs of consumers based on sensory properties can be applied in the production of rice wine by adjusting their ingredients and brewing practices.
AB - BACKGROUND: To understand which sensory attributes drive consumers' preference for certain products, sensory attributes and consumer's preference scoring were related using preference mapping techniques. The objectives of this study were to understand the sensory attributes that drive consumer preference for rice wine products and to investigate the presence of the sub-groups with different preference patterns according to sensory properties of rice wines. RESULTS: Descriptive analysis and consumer preference testing were conducted with ten commercial rice wines. The rice wines were primarily separated between the ones with high intensities of 'ripe-fruit', 'sweet-grain', and 'fruit taste', and those high in 'yeasty', 'bitter', and 'astringent' from the principal component analysis (PCA) of the descriptive data. Based on consumer preferences, three consumer groups were identified by cluster analysis. The rice wines with higher sweetness, and medicinal herb or fruit aromas were preferred by 43% of consumers (cluster 1). Cluster 2 (28%) preferred rice wine with intense fruit-related attributes such as 'ripe-fruit', 'sweet-grain', and 'fruit-taste', whereas cluster 3 (29%) favoured wine with an intense medicinal herb aroma, but lower astringency and bitter taste. CONCLUSION: Differing needs of consumers based on sensory properties can be applied in the production of rice wine by adjusting their ingredients and brewing practices.
KW - Consumer preference test
KW - Descriptive analysis
KW - Korea
KW - Preference mapping
KW - Rice wine
UR - http://www.scopus.com/inward/record.url?scp=39849094804&partnerID=8YFLogxK
U2 - 10.1002/jsfa.3137
DO - 10.1002/jsfa.3137
M3 - Article
AN - SCOPUS:39849094804
SN - 0022-5142
VL - 88
SP - 690
EP - 698
JO - Journal of the Science of Food and Agriculture
JF - Journal of the Science of Food and Agriculture
IS - 4
ER -