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 consumer 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 information 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 information 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 various 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. All the samples were kept in a to characterize the sensory properties of 10 tea samples in the ex- 2 °C to 4 °C cooler until served and were evaluated at 6 °C to 8 °C. periment. All the attributes were evaluated on a 15-cm line scale an-

URLs and E-mail addresses are active links at www.ift.org Vol. 70, Nr. 8, 2005—JOURNAL OF FOOD SCIENCE S533 S: Sensory & Nutritive Qualities of Food ® ® www.ift.org ed that the intensities of all 17 senso- URLs and E-mail addresses are active links at is typical + Results and Discussion = 250) to identify the key sensory attributes that = 250) to identify the key sensory attributes n One piece of consumer data was removed in the preference One piece of consumer data was removed the acceptance data EPM was conducted to the DA data set and MANOVA and ANOVA show and ANOVA MANOVA The canned green tea samples commonly had floral, roasted tea, Descriptive analysis Descriptive analysis samples. Internal and external preference mapping was conducted samples. Internal and external preference for tea prod- preference to understand the individual consumer’s the tea samples, re- ucts and to identify the drivers of liking among spectively. among the sample mapping analysis due to the lack of variance the acceptance data of acceptance data. IPM was conducted with panelist effect was re- 10 tea samples. In the IPM analysis, the running before from the acceptance data sets using ANOVA moved acceptance data. Each Principal Component Analysis (PCA) on the and each row represent- column represented individual consumers ed tea products when conducting the PCA. set of NI group ( when information drive consumers’ liking for canned tea products analysis, PCA was initial- is not provided (Schlich 1995). In the EPM of DA data set to obtain ly performed to the mean attribute values acceptance scores 2 significant PCs. The consumers’ individual Additional EPM was were then regressed against the PC scores. among differ- conducted separately for comparing the preference analyzed using SAS and EPM were (GLM), CVA, ent age groups. version 8.0 (Oslo, Norway) and IPM was conducted using SPSS version 8.0 (Oslo, Norway) and IPM was version 10.0 (Chicago, Ill., U.S.A.). Descriptive analysis ry attributes were significantly different among the 10 tea samples The mean attribute intensities for the 10 canned tea samples are 4. Table listed in attributes. and astringent mouthfeel bitter, chestnut shell flavor, The brown rice–flavored green tea samples were characterized as having more roasted rice flavor and sweet odor than regular green tea samples. It is reported that the aroma compounds contributing to the flavor characteristic of green tea are known to be terpene alcohols, ketones, and indole (Choi 1991; Choi and Lee 1997). to be responsible for floral, grassy, These compounds are shown rice when The addition of brown and bitter taste. burned flavor, aroma intensity, the floral to suppress green tea has shown brewing which is in accordance with the findings in this study (Choi and Lee 1997). The oily flavor of (G-U) sample, not present in other green Descriptive analysis Descriptive analysis associated with vegetable oil associated with vegetable avors associated with burnt leaf avors associated with Definitions as jasmine with flower such Flavors associated candy roasted rice flavored associated with Flavors aromatics with corn syrup Flavors associated oolong tea Flavors associated with boiled milk Flavors associated with dried root (arrowroot) tea Flavors associated with of which H Fundamental taste sensation steamed chestnut Flavors associated with sulfate the tongue stimulated by tannin and aluminum The feeling which shrivels —Vol. 70, Nr. 8, 2005 70, Nr. —Vol. Abbreviation JOURNAL OF FOOD SCIENCE A General Linear Model (GLM) was constructed to evaluate the Multivariate analysis of variance (MANOVA) and analysis of vari- analysis of variance (MANOVA) Multivariate Five hundred consumers who frequently drink tea products Five hundred consumers who frequently Similar to the descriptive analysis, water was provided for the Water was provided for panelists to rinse for panelists the palate between was provided Water 534 Consumer taste test Consumer taste test Descriptive analysis Descriptive analysis Consumer taste testing Consumer taste testing S Consumer taste test effect of age, tea type, and information on the acceptances of tea Descriptive analysis Lamb- Wilk’s When conducted on the DA data. were ance (ANOVA) ANOVA da value of the product effect was significant in MANOVA, was performed to test the significant effect of tea types on the in- was dividual sensory variate analysis (CVA) attributes. Canonical conducted to understand the relationships between the sensory attributes and tea samples by constructing a multivariate plot. Consumer taste testing at local Univ., Womans on the campus of Ewha recruited were and personal refer- churches and from public centers using flyers age groups (i.e. rals. Consumers were segmented into different consisted of 50 fe- age group and each 50’s), 40’s, 30’s, 20’s, 10’s, into no infor- males and 50 males. Each age group was subdivided The NI group con- mation (NI) group versus information (I) group. tea samples without sumers evaluated the acceptance of 10 canned rated the acceptance of any information provided, and the I group such as concept, samples that were accompanied by information the acceptance of rated Consumers producer. price, and picture, sample on a Korean 15-point hedonic scale, and the translated an- very much,” very, “dislike 1 = as follows: chor words of the scale were very much.” “like very, 15 = like nor dislike,” “neither 8 = participants to rinse the palate between samples. Consumers evaluated 2 sets of 5 samples in a portable individual booth, and a 20- min break was given between the sets. During this break session, consumers filled out their demographic information. chored at 1.25 cm from left and right end labeled “Weak” and “Weak” right at 1.25 cm from left and chored end labeled respectively. “Strong,” 2 sets of 5 sam- samples. In a single session, the panelists evaluated was given be- A 10-min break ples in sequential monadic order. was based on 10 × tween the sets. The serving order of the sample con- were (Williams Design Latin Square Tests Williams 1949). 10 evaluated under the ducted in individual booths and samples were in 4 replications. dim red light. All samples were evaluated Astringency Astr FloralLemonRoasted tea tea: artificialRoasted rice Sweet odorGreen teaOolong tea Ri Black teaBoiled milkArrowroot/rootySour taste RoaSweet taste Fl LeChestnut shell SwOOilyBurnt leaf GrBitter taste Oo Roo associated with roasted tea Flavors Bl Mil associated with lemon essence Artificial flavors So Sw Nut Flavors associated with green tea with black tea Flavors associated Bur Bit Oil Fundamental taste sensation of which fructose is typical Fl are typical taste sensation of which caffeine or quinine Fundamental Flavors Sensory attributes Table 3—The definition of the 17 descriptive attributes used in the descriptive analysis in the descriptive used attributes descriptive of the 17 definition 3—The Table Consumer taste test Consumer taste test Descriptive analysis Descriptive analysis Consumer taste testing Consumer taste testing Consumer acceptances for canned tea products . . . . . products tea canned for acceptances Consumer

S: Sensory & Nutritive Qualities of Food Consumer acceptances for canned tea products . . .

Table 4—The mean intensity values of 17 sensory attributes for 10 canned teaa Canned teas

Attributes G-D1 G-L G-D2 G-J G-U O-D O-L B-L B-U B-D Floral 0.47c 4.74a 0.73c 0.05c 0c 0c 0c 0.52c 0.16c 1.85b Lemon 0c 0c 0c 0c 0c 0c 0c 5.96b 9.10a 0c Roasted tea 3.56ab 2.79b 3.95a 2.89b 0c 0.40c 0.18c 0c 0c 0c Roasted rice tea (artificial) 0c 0c 0.04c 2.35b 8.42a 0c 0c 0c 0c 0c Sweet odor 0.19c 0c 0c 1.26b 5.11a 0.17c 0c 0.11c 0.12c 0.36c Green tea 6.57b 7.95a 8.70a 4.86c 1.41d 0.39e 0.32e 0e 0e 0e Oolong tea 0.17c 0.57c 0.16c 0.29c 0c 7.62b 8.65a 0b 0b 0b Black tea 0c 0c 0c 0c 0c 0c 0c 6.98a 4.76b 7.57a Boiled milk 0b 0b 0b 0b 0b 0b 0b 0b 0b 7.56a Arrowroot/rooty 0.69c 0.08c 0.16c 0.28c 0c 4.36b 5.59a 0c 0c 0c Sour taste 0c 0c 0c 0c 0c 0c 0c 6.1b 9.48a 0.17c Sweet taste 0b 0b 0b 0b 0.16b 0b 0b 7.9a 8.48a 7.81a Chesnut shell 1.54bc 0.6cd 3.64a 0.98cd 0d 2.05b 2.18b 0d 0d 0d Oily 0c 0c 0c 0c 5.98a 0.04c 0c 0c 0c 2.81b Burnt leaf 0.43c 0.14c 0.12c 0.35c 0c 2.27b 5.78a 0c 0c 0c Bitter taste 5.31c 7.84b 9.60a 4.44d 0.59e 7.85b 8.70b 0.48e 0.17e 0.07e Astringency 5.97c 7.80b 9.56a 6.32c 1.86e 7.1bc 8.03b 4.63d 4.81d 1.74e aMeans of 4 replicates. Values within a row not sharing a letter are significantly different (P < 0.05, Duncan’s multiple range test).

tea samples, was due to the cholesterol-reducing functional ingre- generated from the DA data. Overall, as shown in Figure 2, many dients as described on the package of the product. consumers preferred lemon, sweet, and sour taste related to black The canned oolong tea samples were characterized as having canned tea rather than the attributes related to green or oolong typical oolong tea, root, chestnut shell, burned leaf flavor, bitter, tea. Similar finding is reported in a study conducted by Laing and and astringent mouthfeel attributes. The (O-L) oolong tea was rated others (1994) in which consumers tend to prefer sweet products significantly higher than (O-D) sample in oolong tea, root, burned when sweet and not so sweet products are evaluated in the same leaf flavor attributes. consumer taste test session. The general sensory characteristics of canned black tea were flo- When EPM was conducted separately on the 5 groups ranging ral, lemon, typical black tea, sour, sweet, oily, bitter, and astringent from ages in the 10’s to the 50’s, the sensory attributes that strongly mouth feel attributes. The boiled milk flavor was present only in (B- relate to consumer acceptance differed among the age groups. The D), which consisted of powdered milk as an additional ingredient. younger age (the 10’s and 20’s) preferred lemon flavored black tea, CVA was conducted to understand the underlying structure which was characterized as being sweet, sour, and lemony (Figure among different types of tea and their sensory characteristics (Fig- 3a and 3b). In the older age groups, although the majority of the ure 1a and 1b). Two CV dimensions were statistically significant consumers still preferred canned tea black tea, consumers prefer- using Bartlett’s test. The 1st CV dimension, which explained 57.0% ence tended to shift from canned black tea to canned green and of the variation in the data, separated the samples on the basis of oolong tea (Table 6), which were characterized as being chestnut the types of tea (black tea versus green and oolong tea). The black shell, root flavor, bitter, roasted rice flavor, and astringent. This ef- canned tea samples and the attributes related to these samples fect was most clearly shown in the 40’s group (Figure 4a and 4b). such as black tea flavor, lemon flavor, sweet, and sour taste were Therefore, the key sensory attributes that drive consumer accep- positively correlated with CV1 axis. The canned green tea and tance were age-dependent (Table 5 and 6). oolong tea samples were loaded in the negative CV1 axis, and these Age-dependent product acceptance is also shown in many other samples were characterized as having bitter taste, rooty, roasted studies (Guinard and Marty 1997; Monteleon and others 1997; rice aroma, typical oolong, and green tea flavor. Murray and Delahunty 2000; Bower and others 2003; Luckow and The 2nd CV dimension explained 20.4% of the total variation and Delahunty 2004). It is generally observed that the sensory charac- mainly separated the black tea samples on the basis of their flavor teristics of a product is the major determinant for product accep- characteristics. The (B-U) sample that had a strong lemon flavor was located on the positive axis of CV2, and the B-D sample, which was characterized as having relatively strong black tea, milky, and Table 5—F-ratios from the (GLM) applied to the consum- oily flavor, were located on the negative CV2 axis. ers’ product acceptance ratings Consumer taste test Source of variation Degree of Freedom F-ratios Sensory attributes that drive consumer hedonics of canned tea Information 1 20.07a a products in NI group. Analysis of variance showed that the type of Product 9 43.22 Age 4 5.61a canned tea significantly affected consumers’ liking. In general, Sex 1 2.73 canned black tea products were most preferred among the 3 tea Information*Product 9 0.45 categories when the products were tasted without information (Ta- Information*Age 4 0.11 ble 5 and 6). Information*Sex 1 0.21 b In the results of EPM analysis, the 1st and 2nd PC axis explained Product*Age 36 1.83 Product*Sex 9 1.03 39.8% and 22.0% of the descriptive analysis data set, respectively. Age*Sex 4 0.6 The acceptance data set of 249 consumers were able to be explained aP value < 0.01. by the regression model constructed by EPM using the PC score bP value < 0.001.

URLs and E-mail addresses are active links at www.ift.org Vol. 70, Nr. 8, 2005—JOURNAL OF FOOD SCIENCE S535 S: Sensory & Nutritive Qualities of Food 9.3c 8.2c 8.8c 9.6b 8.4b 7.5cd 8.5de 8.0bc 8.7bc 7.8bc 9.0cd 8.5cd 2 1 1 1 1 1 1 1 1 1 1 1 www.ift.org 9.5a 12.3a 13.3a 11.4a 10.3a 10.9a 10.8a 10.9a 10.8e 11.4e 1 11.4ab 10.6ab 1 1 1 1 1 1 1 1 2 1 1 a,b 9.9b 11.0b 11.2a 12.0a 10.5a 11.4a 10.3a 11.3a 10.6a 10.5e 11.2e 10.8f 11.1f 8.5d 1 10.2ab 1 1 1 1 1 1 1 1 1 2 1 , G-J, G-U;oolong tea sample 2 7.0c 8.0c 7.0b 7.5ef 5.8de 7.0de 7.3cd 7.2cd 8.3cd 8.9cd 7.5bc 8.4cd 1 1 2 1 1 1 1 1 1 1 1 1 URLs and E-mail addresses are active links at , G-L, G-D 1 6.5e 6.9b 7.4c 7.5c 5.9de 6.4de 8.6de 7.4bc 7.6cd 7.7bc 8.2de 7.2bc 7.9bc 1 1 8.8bcd 1 1 1 1 1 1 1 1 2 1 6.5c 6.6e 5.8e 5.9g 5.9d 5.6e 6.8e 7.8d 6.5a 7.2bc 6.5ab 1 1 1 1 1 1 1 2 1 6.9cde 1 1 1 GLM analysis showed that both age and the presence of GLM analysis showed that both age and Effect of product information and age on the product accep- Effect of product information and age on the product accep- Effect of product information and age on Effect of product information and age on the product accep- Effect of product information and age on Effect of product information and age on the product accep- Effect of product information and age on the product accep- Effect of product information and age on 7.8c 8.8b 9.6a 9.0d 9.3d G-J G-U O-D O-L B-L B-U B-D tance. tance. Figure 2—External preference mapping of consumers’ hedonic ratings for 10 canned tea samples (without information). Refer to Figure 1 for abbreviations. Green tea sample codes: G-D codes: O-D, O-L; black tea sample codes: B-L, B-U, B-D. tance in the adolescent group. However, in the older age group, However, tance in the adolescent group. taste quality over especially for females, consumers tend to sacrifice (Guinard and health benefit when evaluating product acceptance the higher pref- this study, and others 2003). In 1997; Bower Marty age group than in the erence for green and oolong tea in the older exposure rate to these younger group can be explained by the high in other exper- product and higher health interest, as demonstrated and others 1997; Bow- iments (Tuorila and others 1994; Monteleon er and others 2003). tance. of tea affected the he- product information in addition to the types The mean accep- 5). donic ratings of 10 canned tea samples (Table by age group and the tance ratings of 10 canned teas organized generally 6. Consumers Table in shown of information are presence information was rated higher in acceptance rating when product presence of information presented during sample evaluation. The acceptance rating of a is commonly shown to increase the overall product (Bower and others 2003). tance. tance. 8.4cd 8.6bc 9.6cd 8.7bc 9.8bc 10.2a 1 1 1 1 1 1 1 1 1 1 1 10.2abc 1 , 1 2 6.6c 5.4e 5.1e 7.1d 6.3a 7.2b 5.8ef 6.9fg 6.5cd 7.9bc 7.9de 8.4cd 1 1 1 1 1 2 1 2 < 0.05, Duncan’s multiple range test). Values within a column for each age group not group each age a column for within Values range test). multiple < 0.05, Duncan’s 1 1 1 2 P 4.9f 7.3c 5.4e 5.8e 7.5b 7.4ef G-L G-D 1 7.0cd 8.1de 7.1bc 6.5ab 1 1 1 2 2 8.4bcd 8.7bcd 1 1 1 1 2 2 < 0.05). P 1 —Vol. 70, Nr. 8, 2005 70, Nr. —Vol. 8.3c 8.8b 9.4b 8.1b 9.2d 7.0de 8.4bc 8.9ab 9.6bc 1 1 1 1 2 7.1cde 10.2bc 9.7abc 1 1 1 1 1 2 2 = 249) n = 250) n , G-J, G-U; oolong tea sample codes: O-D, O-L; 2 = 499) 8.7d 7.0b 6.8ab 9.1e 6.5a JOURNAL OF FOOD SCIENCE n = 50) 20’s = 49) 10’s = 50) = 50) = 50) 30’s 40’s 50’s = 50) 20’s n n n n n = 50) 50’s = 50) = 50) = 50) 10’s 30’s 40’s n n n n n 536 Mean values. ( within a row not sharing letter are significantly different a Values G-L, G-D S black tea sample codes: B-L, B-U, B-D. Figure 1—The sensory characteristics of 10 canned tea plot (attribute samples: a canonical variate analysis (CVA) [a] and sample map [b]). Fl = floral; Le = lemon; Roa = roasted tea; Ri = roasted rice tea; SwO = sweet odor; Gr = green tea; Oo = oolong tea; Bl = black tea; Mil = boiled milk; Roo = rooty; So = sour taste; Sw = sweet taste; Nut = chesnut shell; Oil = oily; Bur = burned leaf; Bit = bitter tea sample codes: G-D Green taste; Ast = astringency. NI ( I ( I ( I group average ( ( Total a b NI ( Informationgroup Sample age G-D Table 6—Effect of age and information on the acceptance scores for the 10 canned tea samples canned the 10 for scores on the acceptance and information of age 6—Effect Table I ( NI ( I ( NI ( I ( NI ( NI group average ( sharing the same number are significantly different ( sharing the same number Consumer acceptances for canned tea products . . . . . products tea canned for acceptances Consumer

S: Sensory & Nutritive Qualities of Food Consumer acceptances for canned tea products . . .

In this study, information had a stronger positive effect on con- trast, in the IPM of NI group shows consumers shift either toward sumer ages of 20’s and 50’s for the acceptance of green tea. Interest- higher PC 1 or PC 2 axis, indicating clear preference for one product ingly, the information regarding health benefit of G-U had no pos- over another. itive effect on the acceptance of this product. This result implies that if the sensory characteristics of a product are not well accepted Conclusions to the consumers, the information will contribute little in increas- verall, black tea type canned product was most widely accept- ing the acceptance of the product. Luckow and Delahunty (2004) Oed to the general consumer group. The acceptance for green showed a similar result where consumers’ most preferred beverage and oolong type canned beverages depended not only on the sen- was also considered as being the most health beneficial. sory characteristics of individual products but also on age and in- WheIPM of I group and NI group was compared (Figure 5a and formation. Additionally, these 3 factors showed interaction effect 5b), it was observed that consumers had a more clear preference on product acceptance. Therefore, to understand the acceptance for 1 product over other products when information was present dur- of a product, especially for products that are consumed for taste as ing sample evaluation. That is, in the NI group, many of the con- well as for health benefit, the sensory characteristics of the product sumers were located near axis origin, which indicates consumers along with the ethno-background of the target consumer must be had no clear preference for one product over other products. In con- precisely understood.

Figure 3—External preference mapping of hedonic ratings Figure 4—External preference mapping of hedonic ratings for 10 canned tea samples among consumers ranging in for 10 canned tea samples among consumers ranging in age from 10 to 19 years (male [a] and female [b], without age from 40 to 49 years (male [a] and female [b], without information). Each dot represents a consumer. Refer to information). Each dot represents a consumer. Refer to Figure 1 and 2 for abbreviations. Figure 1 and 2 for abbreviations.

URLs and E-mail addresses are active links at www.ift.org Vol. 70, Nr. 8, 2005—JOURNAL OF FOOD SCIENCE S537 S: Sensory & Nutritive Qualities of Food www.ift.org Yoshida M, Yamazake M, Yoshida Allen S, Best DJ, Allen S, Best elating consumer preferences to sensory elating consumer preferences References URLs and E-mail addresses are active links at Acknowledgments K, Ishii-Mathews R. 1994. Responses of Japanese and Australians to sweetness K, Ishii-Mathews R. 1994. Responses of Japanese and in the context of different foods. J Sensory Stud 9:131–55. 15:751–9. probiotic non-dairy juice drinks. Food Qual Pref mapping. Food Qual starchy food consumption: the application of preference Pref 9:211–20. Qual Pref 11:419–35. and packaging attributes of cheddar cheese. Food volatiles. Food Chem 62:347–53. Hall. p 603-47. son KC, Clifford MN, editors. London: Chapman and Food Chem 21:576–85. Biofla- In: editors. P, P and Schreier Etivant or instrumental measurements. INRA France: Versailles, studies/biotechnology. 95. Analysis/precursor vour’ Editions. p 231-45. and informa- tude toward low-fat foods: liking, private body consciousness tion on fat and price. Food Qual Pref 7:137–43. calibration methods. Food ma to gas chromatographic data by chemometric Res Int 28:485–93. certainty and linking for and cognitive information in the enhancement of novel and familiar foods. Appetite 23:231–46. J Sensory Stud 8:341– claim, price and brand for purchasing strawberry yoghurt. 52. responses to three foods. Appetite 28:49–62. er characteristics on purchase intention and willingness to pay more for a fat and willingness to pay on purchase intention er characteristics Food Qual Pref 14:65–74. a proven health benefit. spread with 23:98–101. Technol 3:37–45. Soc Tea rice tea. J Korean green istics of brown oxidative damage in Jurkat T cells. Arch Biochem supplementation decreases Biophys 416:196–201. lager beers: comparison of hedonic ratings by con- erences for commercial knowledge of brand and price. Food Qual Pref sumers blind versus with 12:243–55. effect of sensory properties, nutritional informa- lescents and their parents: Pref 8:223–31. tion and price. Food Qual of coronary heart disease in Saudi adults: consumption and the prevalence 36:64–70. Med Prev from national study. a Saudi results 2003. Ann Epidemiol 13:405–11. effects of treatments. Austr J Sci Res A:149–68. Luckow L, Delahunty C. 2004 Which juice is ‘healthier’? A consumer study of ‘healthier’? is Which juice C. 2004 L, Delahunty Luckow differences in DJ. 1998. Individual I, Mela Wakeling L, E, Frewer Monteleone preference for the sensory Murray JM, Delahunty CM. 2000. Mapping consumer processing techniques on tea Ravichandran R, Parthiban R. 1998. The impact of Wil- to consumption. cultivation Tea: aroma. Tea 1992. PO. JM, Owuor Robinson formation the HN. 1973. On of black tea aroma. J Agric Graham Sanderson GW, mapping: r 1995. Preference Schlich P. atti- affected by probability purchase 1996. Consumer HT. R, Lawless Solheim sensory 1995. Relating of tea aro- properties T. A, Aishima N, Kobayashi Togari of sensory 1994. Role W. Johnson AV, HL, Bell R, Cardello H, Meiselman Tuorila analysis of taste, health Vickers ZM. 1993. Incorporating tasting into a conjoint fat content information on of relative J. 1997. Influence Wardle A, Westcombe Williams EJ. 1949. Experimental designs balanced for the estimation of residual This work was supported by Korean Research Foundation Grant Research Foundation was supported by Korean This work (KRF-2002-041-C00344). information of liking, Whitten C. 2003. Effect and consum- MA, JA, Saadat Bower Sci of Korean green tea products. Korean J Food Choi SH. 1991. Flavor analysis effect of brown rice content on the flavor character- Choi SH, Lee DH. 1997. The tea extract G. 2003. Black Testolin F, Criscuoli F, Frigerio P, Foti Riso P, Erba D, 2001. Internal and external of pref- mapping P. Schlich JX, Uotani B, Guinard ado- Acceptability of fat-modified foods to children, Guinard JX, Marty C. 1997. Tea 2003. OS. R, AlAttas K, AlNuaim M, AlRubin IA, Alsaif MA, Alduwaihy Hakim U. Weisgerber L, A, Urbanovich Arab L, Martinchik A, Sdvizhkov D, Il’Yasova The science and cultural aspect of tea. Seoul: Bo-Rim. 1996. Kim JT. R, GA, Gillmore J, Bell Laing DG, Prescott , G-J, G-U; oolong tea —Vol. 70, Nr. 8, 2005 70, Nr. —Vol. 2 , G-L, G-D 1 JOURNAL OF FOOD SCIENCE 538 Figure 5—Internal preference mapping of hedonic ratings Figure 5—Internal preference mapping for 10 canned tea samples when information is not present Green a consumer. (a) and present (b). Each dot represents tea sample codes: G-D sample codes: O-D, O-L; black tea sample codes: B-L, B- U, B-D. S Consumer acceptances for canned tea products . . . . . products tea canned for acceptances Consumer

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