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Effect of Sensory Characteristics and Non-Sensory Factors on Consumer JFS S: Sensory and Nutritive Qualities of Food Effect of Sensory Characteristics and Non-sensory Factors on Consumer Liking of Various Canned Tea Products HAE-YOUNG CHO, SEO-JIN CHUNG, HEE-SUP KIM, AND KWANG-OK KIM ABSTRACT: The objectives of this study were to understand the sensory attributes that drive consumer liking for tea products and to investigate the effects of consumer age and product information on the acceptance of tea products. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In the descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con- sumer taste testing, 500 tea drinkers were recruited from 5 age groups (that is, ages in the 10’s to 50’s). Each age group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor- mation about each sample. The General Linear Model was constructed to evaluate the effect of information and age on the liking of the tea products. Preference mapping was performed to understand the important sensory characteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for tea products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin- ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa- tion was not provided. When the information was presented, the acceptance tended to shift to bitter/astringent- tasting green/oolong teas, which are marketed for their health benefits. Keywords: consumer acceptance, tea, preference mapping, information Introduction If the sensory characteristics of a product were the major drivers ea is one of the oldest and most favorably consumed beverag- that determined the product acceptance in the past, nowadays Tes around the world. Tea is generally categorized into 3 major non-sensory factors such as health functional ingredients, product groups—green tea, oolong tea, and black tea—depending on the concept, and processing methods have emerged as additional sig- degree of fermentation of tealeaf. The tea species, cultivated re- nificant factors affecting consumers’ acceptance. Vickers (1993) gion, processing method, and various other factors significantly demonstrated that among various product factors, sensory proper- contribute to the formation of delicate sensory characteristics of ties and health benefit functionalities were the 2 major factors in- tea. Green tea, which is not fermented, is characterized by its fresh fluencing the consumer acceptance of yogurt products. Several green and astringent flavor due to aldehydes, alcohols, and studies have shown that providing the information regarding the polyphenols (Togari and others 1995). Semi-fermented oolong tea fat content of a product significantly affected the acceptance and tends to have stronger burned, roasted flavor compared with the purchase intent of low-fat product (Solheim and Lawless 1996; other 2 types of tea. Completely fermented black tea has sweet, Westcombe and Warde 1997). floral, and citrus characteristics as a result of volatile flavor com- The preference for a product varies widely among consumers. pounds formed during enzyme-oxidation, Strecker degradation, When investigating the product acceptance among the general and Maillard reaction from the precursors in tea leaves (Sanderson population, the mean score of product acceptance may mislead the and Graham 1973; Robinson and Owuor 1992; Ravichandran and understanding of consumer preference by overlooking the signif- Parthiban 1998). icant consumer sub-segments that can exist within the general As the growth of the beverage industry enables the massive pro- population. Preference mapping, including internal and external duction of tea products, the market for canned tea products has preference, is a very effective tool to delineate individual consum- expanded rapidly during the past few years and now shares a large er’s acceptance for various products within food and beverage cat- proportion of the Korean beverage market (Kim 1996). The types of egories (Schlich 1995; Murray and Delahunty 2000; Guinard and canned tea products sold are black tea, oolong tea, and green tea. others 2001). Internal preference mapping (IPM) shows the indi- The findings of various health benefits of tea compounds (Erba vidual consumer acceptance of different products in a Principal S: Sensory & Nutritive Qualities of Food and others 2003; Hakim and others 2003; Il’Yasova and others 2003) Component plot based only on consumers’ hedonic pattern for has led to a general consumer’s appreciation for the functional these products. External preference mapping (EPM) maps the con- properties of tea products. Thus, tea is consumed not only to satisfy sumer hedonic data onto already existing product map obtained consumers’ fine taste buds but also to acquire health benefit. from descriptive analysis. The consumer hedonic score is regressed against the sensory dimension of products, thus providing the in- MS 20050129 Submitted 2/28/05, Revised 5/1/05, Accepted 7/14/05. Authors formation of key sensory attributes that drives consumer liking for Cho, Chung, and K.O. Kim are with Dept. of Food and Nutritional Sciences, Ewha Womans Univ., Seoul 120-750, South Korea. Author H.S. Kim is with a product. Dept. of Foods and Nutrition, Univ. of Suwon, Suwon 445-743, South Korea. The objectives of this study were to understand the sensory at- Direct inquiries to author K.O. Kim (Email: [email protected]). tributes that drive consumer liking for tea products and to investi- S532 JOURNAL OF FOOD SCIENCE—Vol. 70, Nr. 8, 2005 © 2005 Institute of Food Technologists Published on Web 10/6/2005 Further reproduction without permission is prohibited Consumer acceptances for canned tea products . Table 1—The information of 10 canned teas used in this study Category Additional ingredients Main product concept Producer Sample identification Green tea — Ingredient quality D G-D — Sensory quality L G-L — Ingredient quality D G-D Health benefit Sensory quality Green tea Brown rice flavor Sensory quality J G-J Health benefit Brown rice flavor Health benefit U G-U with functional ingredients Oolong tea — Ingredient quality D O-D Health benefit — Sensory quality L O-L Health benefit Black tea Lemon flavor Ingredient quality L B-L Sensory quality Lemon flavor Sensory quality U B-U Black tea Milk powder Sensory quality D B-D Table 2—The reference samples for the 17 descriptive attributes used in the descriptive analysis Sensory attributes Reference samples Floral 5 g jasmine flower (98% jasmine from China, 2% jasmine flavor, DM Co., Paju, Kyonggido, South Korea) Lemon 50 mL lemon essence (Borak Co. Ltd., Hwaseong, Kyonggido, South Korea) Roasted tea 5 g green tea leaves (spring tea, Cheju, South Korea) roasted at medium heating power for 5 min Roasted rice tea (artificial) Artificial roasted rice flavored candy Sweet odor 60 g corn syrup (Korean corn syrup, 55% maltose, Ottogi Corp., Anyang, Kyonggido, South Korea) boiled with 540 g water at low heating power for 3 min Green tea Green tea (12 g green tea leaves [Sulloc Cha Uksu-Jin, Amore Pacific Corp., Jinwon, Chungbuk, South Korea; Sulloc Cha Jin, Amore Pacific Corp., Jinwon, Chungbuk, South Korea] extracted with 720 g water at 70 °C for about 2 to 3 min) Oolong tea Oolong tea (12 g oolong tea [Munsan Pochung tea, Ten Ren Tea Co. Ltd., Taipei, Taiwan; Gosan Oolong tea, Ten Ren Tea Co. Ltd., Taipei, Taiwan] extracted with 720 g water at 90 °C for about 2 to 3 min) Black tea Black tea (12 g black tea [Lipton Yellow Label Tea, Unileverkorea, Seoul, South Korea; Afternoon Darjeeling Tea, U.K.; Twinings of London, Earl Grey Tea, U.K.] extracted with 720 g water at 95 °C for about 2 to 3 min) Boiled milk 100 g milk boiled in microwave oven for 5 min Arrowroot/rooty 50 g arrow root extracted with 1000 g water at 100 °C for 5 min Sour taste Citric acid solution (0.035%, Duksan Pure Chemical Co. Ltd., Ansan, Kyonggido, South Korea) Sweet taste Fructose solution (4%, Duksan Pure Chemical Co. Ltd., Ansan, Kyonggido, South Korea) Chestnut shell 60 g chestnut (Gongju, Chunnam, South Korea,) steamed for 30 min and husk peeled out Oily 70 g bean oil (Baeksul bean oil, CJ Corp., Munbaedong, Seoul), 70 g corn oil (Baeksul corn oil, CJ Corp., Seoul, South Korea) Burnt leaf Burnt leaves, burnt straw Bitter taste Caffeine solution (0.05%, Duksan Pure Chemical Co. Ltd., Ansan, Kyonggido, South Korea) Astringency Aluminum sulfate solution (0.1%, Duksan Pure Chemical Co. Ltd., Ansan, Kyonggido, South Korea) gate the effect of consumer age and product information on the Descriptive analysis acceptance of tea products. Descriptive analysis (DA) was performed using 10 panelists (10 females from the Dept. of Food and Nutritional Sciences at Ewha Materials and Methods Womans Univ., Seoul, South Korea). These panelists had previous experience in performing descriptive analyses of various food prod- Sample ucts. Flavor attributes of canned teas were generated by panelists Ten commercial canned teas, 5 green teas, 2 oolong teas, and 3 during 16 training sessions. During the sessions, panelists were first black teas (Table 1), from different manufacturers were purchased trained to form a common concept of typical tea flavors (green tea, at local supermarkets. The selection of samples for investigation oolong tea, black tea flavors) for each of the 3 tea categories by ex- was predetermined based on their sales volume in South Korea and posing them to various types of tea. Once the panelists were com- the diversity of sensory characteristics. fortable in describing and discriminating the attributes among var- ious types of tea, they then developed and defined the descriptors Sample preparation (Table 2 and 3) using the samples of interest in this experiment. A Sixty milliliters of each sample was poured into 80-mL glass cod- total of 17 aroma, flavor, and mouth feel attributes were generated ed with 3-digit random numbers.
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