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S532 JOURNAL OF FOOD SCIENCE—Vol. 70, Nr. 8, 2005 Published on Web 10/6/2005 © 2005 Institute of Food Technologists Further reproduction without permission is prohibited S: Sensory & Nutritive Qualities of Food 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 AE AE AE AE-Y -Y -Y -Y -YOUNG OUNG OUNG OUNG OUNG C C C C CHO HO HO HO HO, S , S , S , S , SEO EO EO EO EO-J -J -J -J -JIN IN IN IN IN C C C C CHUNG HUNG HUNG HUNG HUNG, H , H , H , H , HEE EE EE EE EE-S -S -S -S -SUP UP UP UP UP K K K K KIM IM IM IM IM, , , , , AND AND AND AND AND K K K K KWANG WANG WANG WANG WANG-O -O -O -O -OK K K K K KIM IM IM IM IM ABSTRA ABSTRA ABSTRA ABSTRA ABSTRACT CT CT CT CT: : : : : The objectiv The objectiv The objectiv The objectiv The objectives of this study w es of this study w es of this study w es of this study w es of this study wer er er er ere to understand the sensor e to understand the sensor e to understand the sensor e to understand the sensor e to understand the sensory attr y attr y attr y attr y attributes that dr ibutes that dr ibutes that dr ibutes that dr ibutes that driv iv iv iv ive consumer liking for e consumer liking for e consumer liking for e consumer liking for e consumer liking for tea products and to investigate the effects of consumer age and product information on the acceptance of tea tea products and to investigate the effects of consumer age and product information on the acceptance of tea tea products and to investigate the effects of consumer age and product information on the acceptance of tea tea products and to investigate the effects of consumer age and product information on the acceptance of tea 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 products. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In the products. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In the products. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In the 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- descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con- descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con- descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con- descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con- sumer taste testing, 500 tea dr sumer taste testing, 500 tea dr sumer taste testing, 500 tea dr sumer taste testing, 500 tea dr sumer taste testing, 500 tea drinkers w inkers w inkers w inkers w inkers wer er er er ere r e r e r e r e recr ecr ecr ecr ecruited fr uited fr uited fr uited fr uited from 5 age gr om 5 age gr om 5 age gr om 5 age gr om 5 age groups (that is oups (that is oups (that is oups (that is oups (that is, ages in the 10’ , ages in the 10’ , ages in the 10’ , ages in the 10’ , ages in the 10’s to 50’ s to 50’ s to 50’ s to 50’ s to 50’s). Each age s). Each age s). Each age s). Each age s). Each age group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor- group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor- group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor- group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor- 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 mation about each sample. The General Linear Model was constructed to evaluate the effect of information and mation about each sample. The General Linear Model was constructed to evaluate the effect of information and mation about each sample. The General Linear Model was constructed to evaluate the effect of information and 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 age on the liking of the tea products. Preference mapping was performed to understand the important sensory age on the liking of the tea products. Preference mapping was performed to understand the important sensory age on the liking of the tea products. Preference mapping was performed to understand the important sensory 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 characteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for tea characteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for tea characteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for tea 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- products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin- products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin- products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin- 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- ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa- ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa- ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa- ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa- tion was not pr tion was not pr tion was not pr tion was not pr tion was not provided. vided. vided. vided. vided. When the infor When the infor When the infor When the infor When the information was pr mation was pr mation was pr mation was pr mation was presented, the acceptance tended to shift to bitter/astr esented, the acceptance tended to shift to bitter/astr esented, the acceptance tended to shift to bitter/astr esented, the acceptance tended to shift to bitter/astr esented, the acceptance tended to shift to bitter/astringent- ingent- ingent- ingent- ingent- tasting green/oolong teas, which are marketed for their health benefits. tasting green/oolong teas, which are marketed for their health benefits. tasting green/oolong teas, which are marketed for their health benefits. tasting green/oolong teas, which are marketed for their health benefits. tasting green/oolong teas, which are marketed for their health benefits. Keywords: consumer acceptance, tea, preference mapping, information Keywords: consumer acceptance, tea, preference mapping, information Keywords: consumer acceptance, tea, preference mapping, information Keywords: consumer acceptance, tea, preference mapping, information Keywords: consumer acceptance, tea, preference mapping, information Introduction T ea is one of the oldest and most favorably consumed beverag- es around the world. Tea is generally categorized into 3 major groups—green tea, oolong tea, and black tea—depending on the degree of fermentation of tealeaf. The tea species, cultivated re- gion, processing method, and various other factors significantly contribute to the formation of delicate sensory characteristics of tea. Green tea, which is not fermented, is characterized by its fresh green and astringent flavor due to aldehydes, alcohols, and polyphenols (Togari and others 1995). Semi-fermented oolong tea tends to have stronger burned, roasted flavor compared with the other 2 types of tea. Completely fermented black tea has sweet, floral, and citrus characteristics as a result of volatile flavor com- pounds formed during enzyme-oxidation, Strecker degradation, and Maillard reaction from the precursors in tea leaves (Sanderson and Graham 1973; Robinson and Owuor 1992; Ravichandran and Parthiban 1998). As the growth of the beverage industry enables the massive pro- duction of tea products, the market for canned tea products has expanded rapidly during the past few years and now shares a large proportion of the Korean beverage market (Kim 1996). The types of canned tea products sold are black tea, oolong tea, and green tea. The findings of various health benefits of tea compounds (Erba and others 2003; Hakim and others 2003; Il’Yasova and others 2003) has led to a general consumer’s appreciation for the functional properties of tea products. Thus, tea is consumed not only to satisfy consumers’ fine taste buds but also to acquire health benefit. If the sensory characteristics of a product were the major drivers that determined the product acceptance in the past, nowadays non-sensory factors such as health functional ingredients, product concept, and processing methods have emerged as additional sig- nificant factors affecting consumers’ acceptance. Vickers (1993) demonstrated that among various product factors, sensory proper- ties and health benefit functionalities were the 2 major factors in- fluencing the consumer acceptance of yogurt products. Several studies have shown that providing the information regarding the fat content of a product significantly affected the acceptance and purchase intent of low-fat product (Solheim and Lawless 1996; Westcombe and Warde 1997). The preference for a product varies widely among consumers. When investigating the product acceptance among the general population, the mean score of product acceptance may mislead the understanding of consumer preference by overlooking the signif- icant consumer sub-segments that can exist within the general population. Preference mapping, including internal and external preference, is a very effective tool to delineate individual consum- er’s acceptance for various products within food and beverage cat- egories (Schlich 1995; Murray and Delahunty 2000; Guinard and others 2001). Internal preference mapping (IPM) shows the indi- vidual consumer acceptance of different products in a Principal Component plot based only on consumers’ hedonic pattern for these products. External preference mapping (EPM) maps the con- sumer hedonic data onto already existing product map obtained from descriptive analysis. The consumer hedonic score is regressed against the sensory dimension of products, thus providing the in- formation of key sensory attributes that drives consumer liking for a product. The objectives of this study were to understand the sensory at- tributes that drive consumer liking for tea products and to investi- MS 20050129 Submitted 2/28/05, Revised 5/1/05, Accepted 7/14/05. Authors 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 Dept. of Foods and Nutrition, Univ. of Suwon, Suwon 445-743, South Korea. Direct inquiries to author K.O. Kim (Email: [email protected]).
Transcript

S532 JOURNAL OF FOOD SCIENCE—Vol. 70, Nr. 8, 2005Published on Web 10/6/2005

© 2005 Institute of Food TechnologistsFurther reproduction without permission is prohibited

S: Sensory & Nutritive Qualities of Food

JFS S: Sensory and Nutritive Qualities of Food

Effect of Sensory Characteristics andNon-sensory Factors on ConsumerLiking of Various Canned Tea ProductsHHHHHAEAEAEAEAE-Y-Y-Y-Y-YOUNGOUNGOUNGOUNGOUNG C C C C CHOHOHOHOHO, S, S, S, S, SEOEOEOEOEO-J-J-J-J-JINININININ C C C C CHUNGHUNGHUNGHUNGHUNG, H, H, H, H, HEEEEEEEEEE-S-S-S-S-SUPUPUPUPUP K K K K KIMIMIMIMIM, , , , , ANDANDANDANDAND K K K K KWANGWANGWANGWANGWANG-O-O-O-O-OKKKKK K K K K KIMIMIMIMIM

ABSTRAABSTRAABSTRAABSTRAABSTRACTCTCTCTCT: : : : : The objectivThe objectivThe objectivThe objectivThe objectives of this study wes of this study wes of this study wes of this study wes of this study wererererere to understand the sensore to understand the sensore to understand the sensore to understand the sensore to understand the sensory attry attry attry attry attributes that dributes that dributes that dributes that dributes that drivivivivive consumer liking fore consumer liking fore consumer liking fore consumer liking fore consumer liking fortea products and to investigate the effects of consumer age and product information on the acceptance of teatea products and to investigate the effects of consumer age and product information on the acceptance of teatea products and to investigate the effects of consumer age and product information on the acceptance of teatea products and to investigate the effects of consumer age and product information on the acceptance of teatea products and to investigate the effects of consumer age and product information on the acceptance of teaproducts. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In theproducts. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In theproducts. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In theproducts. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In theproducts. Descriptive analysis and consumer taste testing were conducted with 10 canned tea products. In thedescriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con-descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con-descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con-descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con-descriptive analysis, the sensory characteristics of tea products were evaluated using 17 attributes. In the con-sumer taste testing, 500 tea drsumer taste testing, 500 tea drsumer taste testing, 500 tea drsumer taste testing, 500 tea drsumer taste testing, 500 tea drinkers winkers winkers winkers winkers wererererere re re re re recrecrecrecrecruited fruited fruited fruited fruited from 5 age grom 5 age grom 5 age grom 5 age grom 5 age groups (that isoups (that isoups (that isoups (that isoups (that is, ages in the 10’, ages in the 10’, ages in the 10’, ages in the 10’, ages in the 10’s to 50’s to 50’s to 50’s to 50’s to 50’s). Each ages). Each ages). Each ages). Each ages). Each agegroup was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor-group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor-group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor-group was divided into 2 subgroups and rated the acceptance of samples with or without accompanying infor-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 andmation about each sample. The General Linear Model was constructed to evaluate the effect of information andmation about each sample. The General Linear Model was constructed to evaluate the effect of information andmation about each sample. The General Linear Model was constructed to evaluate the effect of information andmation about each sample. The General Linear Model was constructed to evaluate the effect of information andage on the liking of the tea products. Preference mapping was performed to understand the important sensoryage on the liking of the tea products. Preference mapping was performed to understand the important sensoryage on the liking of the tea products. Preference mapping was performed to understand the important sensoryage on the liking of the tea products. Preference mapping was performed to understand the important sensoryage on the liking of the tea products. Preference mapping was performed to understand the important sensorycharacteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for teacharacteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for teacharacteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for teacharacteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for teacharacteristics that drive consumer liking. The non-sensory factors significantly affected the acceptance for teaproducts. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin-products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin-products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin-products. The younger consumers distinctly preferred black tea to green/oolong tea, but this tendency dimin-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-ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa-ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa-ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa-ished in the older groups. The majority of consumers liked lemon-flavored black tea when the product informa-tion was not prtion was not prtion was not prtion was not prtion was not prooooovided. vided. vided. vided. vided. When the inforWhen the inforWhen the inforWhen the inforWhen the information was prmation was prmation was prmation was prmation was presented, the acceptance tended to shift to bitter/astresented, the acceptance tended to shift to bitter/astresented, the acceptance tended to shift to bitter/astresented, the acceptance tended to shift to bitter/astresented, the acceptance tended to shift to bitter/astringent-ingent-ingent-ingent-ingent-tasting green/oolong teas, which are marketed for their health benefits.tasting green/oolong teas, which are marketed for their health benefits.tasting green/oolong teas, which are marketed for their health benefits.tasting green/oolong teas, which are marketed for their health benefits.tasting green/oolong teas, which are marketed for their health benefits.

Keywords: consumer acceptance, tea, preference mapping, informationKeywords: consumer acceptance, tea, preference mapping, informationKeywords: consumer acceptance, tea, preference mapping, informationKeywords: consumer acceptance, tea, preference mapping, informationKeywords: consumer acceptance, tea, preference mapping, information

Introduction

Tea is one of the oldest and most favorably consumed beverag-es around the world. Tea is generally categorized into 3 major

groups—green tea, oolong tea, and black tea—depending on thedegree of fermentation of tealeaf. The tea species, cultivated re-gion, processing method, and various other factors significantlycontribute to the formation of delicate sensory characteristics oftea. Green tea, which is not fermented, is characterized by its freshgreen and astringent flavor due to aldehydes, alcohols, andpolyphenols (Togari and others 1995). Semi-fermented oolong teatends to have stronger burned, roasted flavor compared with theother 2 types of tea. Completely fermented black tea has sweet,floral, and citrus characteristics as a result of volatile flavor com-pounds formed during enzyme-oxidation, Strecker degradation,and Maillard reaction from the precursors in tea leaves (Sandersonand Graham 1973; Robinson and Owuor 1992; Ravichandran andParthiban 1998).

As the growth of the beverage industry enables the massive pro-duction of tea products, the market for canned tea products hasexpanded rapidly during the past few years and now shares a largeproportion of the Korean beverage market (Kim 1996). The types ofcanned tea products sold are black tea, oolong tea, and green tea.The findings of various health benefits of tea compounds (Erbaand others 2003; Hakim and others 2003; Il’Yasova and others 2003)has led to a general consumer’s appreciation for the functionalproperties of tea products. Thus, tea is consumed not only to satisfyconsumers’ fine taste buds but also to acquire health benefit.

If the sensory characteristics of a product were the major driversthat determined the product acceptance in the past, nowadaysnon-sensory factors such as health functional ingredients, productconcept, and processing methods have emerged as additional sig-nificant factors affecting consumers’ acceptance. Vickers (1993)demonstrated that among various product factors, sensory proper-ties and health benefit functionalities were the 2 major factors in-fluencing the consumer acceptance of yogurt products. Severalstudies have shown that providing the information regarding thefat content of a product significantly affected the acceptance andpurchase intent of low-fat product (Solheim and Lawless 1996;Westcombe and Warde 1997).

The preference for a product varies widely among consumers.When investigating the product acceptance among the generalpopulation, the mean score of product acceptance may mislead theunderstanding of consumer preference by overlooking the signif-icant consumer sub-segments that can exist within the generalpopulation. Preference mapping, including internal and externalpreference, is a very effective tool to delineate individual consum-er’s acceptance for various products within food and beverage cat-egories (Schlich 1995; Murray and Delahunty 2000; Guinard andothers 2001). Internal preference mapping (IPM) shows the indi-vidual consumer acceptance of different products in a PrincipalComponent plot based only on consumers’ hedonic pattern forthese products. External preference mapping (EPM) maps the con-sumer hedonic data onto already existing product map obtainedfrom descriptive analysis. The consumer hedonic score is regressedagainst the sensory dimension of products, thus providing the in-formation of key sensory attributes that drives consumer liking fora product.

The objectives of this study were to understand the sensory at-tributes that drive consumer liking for tea products and to investi-

MS 20050129 Submitted 2/28/05, Revised 5/1/05, Accepted 7/14/05. AuthorsCho, 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 withDept. of Foods and Nutrition, Univ. of Suwon, Suwon 445-743, South Korea.Direct inquiries to author K.O. Kim (Email: [email protected]).

Vol. 70, Nr. 8, 2005—JOURNAL OF FOOD SCIENCE S533

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tritiv

e Qua

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of Fo

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URLs and E-mail addresses are active links at www.ift.org

Consumer acceptances for canned tea products . . .

gate the effect of consumer age and product information on theacceptance of tea products.

Materials and Methods

SampleSampleSampleSampleSampleTen commercial canned teas, 5 green teas, 2 oolong teas, and 3

black teas (Table 1), from different manufacturers were purchasedat local supermarkets. The selection of samples for investigationwas predetermined based on their sales volume in South Korea andthe diversity of sensory characteristics.

Sample preparationSample preparationSample preparationSample preparationSample preparationSixty milliliters of each sample was poured into 80-mL glass cod-

ed with 3-digit random numbers. All the samples were kept in a2 °C to 4 °C cooler until served and were evaluated at 6 °C to 8 °C.

Descriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisDescriptive analysis (DA) was performed using 10 panelists (10

females from the Dept. of Food and Nutritional Sciences at EwhaWomans Univ., Seoul, South Korea). These panelists had previousexperience in performing descriptive analyses of various food prod-ucts. Flavor attributes of canned teas were generated by panelistsduring 16 training sessions. During the sessions, panelists were firsttrained to form a common concept of typical tea flavors (green tea,oolong tea, black tea flavors) for each of the 3 tea categories by ex-posing them to various types of tea. Once the panelists were com-fortable in describing and discriminating the attributes among var-ious types of tea, they then developed and defined the descriptors(Table 2 and 3) using the samples of interest in this experiment. Atotal of 17 aroma, flavor, and mouth feel attributes were generatedto characterize the sensory properties of 10 tea samples in the ex-periment. All the attributes were evaluated on a 15-cm line scale an-

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 benefitSensory quality

Green tea Brown rice flavor Sensory quality J G-JHealth benefit

Brown rice flavor Health benefit U G-U with functional ingredients

Oolong tea — Ingredient quality D O-DHealth benefit

— Sensory quality L O-LHealth benefit

Black tea Lemon flavor Ingredient quality L B-LSensory 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 minRoasted rice tea (artificial) Artificial roasted rice flavored candySweet 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 minGreen 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 at70 °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 DarjeelingTea, 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 minArrowroot/rooty 50 g arrow root extracted with 1000 g water at 100 °C for 5 minSour 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 outOily 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 strawBitter 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)

S: Sensory & Nutritive Qualities of Food

S534 JOURNAL OF FOOD SCIENCE—Vol. 70, Nr. 8, 2005 URLs and E-mail addresses are active links at www.ift.org

Consumer acceptances for canned tea products . . .

chored at 1.25 cm from left and right end labeled “Weak” and“Strong,” respectively.

Water was provided for panelists to rinse the palate betweensamples. In a single session, the panelists evaluated 2 sets of 5 sam-ples in sequential monadic order. A 10-min break was given be-tween the sets. The serving order of the sample was based on 10 ×10 Williams Latin Square Design (Williams 1949). Tests were con-ducted in individual booths and samples were evaluated under thedim red light. All samples were evaluated in 4 replications.

Consumer taste testingConsumer taste testingConsumer taste testingConsumer taste testingConsumer taste testingFive hundred consumers who frequently drink tea products

were recruited on the campus of Ewha Womans Univ., at localchurches and from public centers using flyers and personal refer-rals. Consumers were segmented into different age groups (i.e.10’s, 20’s, 30’s, 40’s, 50’s), and each age group consisted of 50 fe-males and 50 males. Each age group was subdivided into no infor-mation (NI) group versus information (I) group. The NI group con-sumers evaluated the acceptance of 10 canned tea samples withoutany information provided, and the I group rated the acceptance ofsamples that were accompanied by information such as concept,picture, price, and producer. Consumers rated the acceptance ofsample on a Korean 15-point hedonic scale, and the translated an-chor words of the scale were as follows: 1 = “dislike very, very much,”8 = “neither like nor dislike,” 15 = “like very, very much.”

Similar to the descriptive analysis, water was provided for theparticipants to rinse the palate between samples. Consumers eval-uated 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.

Descriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisMultivariate analysis of variance (MANOVA) and analysis of vari-

ance (ANOVA) were conducted on the DA data. When Wilk’s Lamb-da value of the product effect was significant in MANOVA, ANOVAwas performed to test the significant effect of tea types on the in-dividual sensory attributes. Canonical variate analysis (CVA) wasconducted to understand the relationships between the sensoryattributes and tea samples by constructing a multivariate plot.

Consumer taste testConsumer taste testConsumer taste testConsumer taste testConsumer taste testA General Linear Model (GLM) was constructed to evaluate the

effect of age, tea type, and information on the acceptances of tea

samples. Internal and external preference mapping was conductedto understand the individual consumer’s preference for tea prod-ucts and to identify the drivers of liking among the tea samples, re-spectively.

One piece of consumer data was removed in the preferencemapping analysis due to the lack of variance among the sampleacceptance data. IPM was conducted with the acceptance data of10 tea samples. In the IPM analysis, the panelist effect was re-moved from the acceptance data sets using ANOVA before runningPrincipal Component Analysis (PCA) on the acceptance data. Eachcolumn represented individual consumers and each row represent-ed tea products when conducting the PCA.

EPM was conducted to the DA data set and the acceptance dataset of NI group (n = 250) to identify the key sensory attributes thatdrive consumers’ liking for canned tea products when informationis not provided (Schlich 1995). In the EPM analysis, PCA was initial-ly performed to the mean attribute values of DA data set to obtain2 significant PCs. The consumers’ individual acceptance scoreswere then regressed against the PC scores. Additional EPM wasconducted separately for comparing the preference among differ-ent age groups. (GLM), CVA, and EPM were analyzed using SAS®

version 8.0 (Oslo, Norway) and IPM was conducted using SPSS®

version 10.0 (Chicago, Ill., U.S.A.).

Results and Discussion

Descriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisDescriptive analysisMANOVA and ANOVA showed that the intensities of all 17 senso-

ry attributes were significantly different among the 10 tea samplesThe mean attribute intensities for the 10 canned tea samples arelisted in Table 4.

The canned green tea samples commonly had floral, roasted tea,chestnut shell flavor, bitter, and astringent mouthfeel attributes.The brown rice–flavored green tea samples were characterized ashaving more roasted rice flavor and sweet odor than regular greentea samples. It is reported that the aroma compounds contributingto the flavor characteristic of green tea are known to be terpenealcohols, ketones, and indole (Choi 1991; Choi and Lee 1997).These compounds are shown to be responsible for floral, grassy,burned flavor, and bitter taste. The addition of brown rice whenbrewing green tea has shown to suppress the floral aroma intensity,which is in accordance with the findings in this study (Choi and Lee1997). The oily flavor of (G-U) sample, not present in other green

Table 3—The definition of the 17 descriptive attributes used in the descriptive analysis

Sensory attributes Abbreviation Definitions

Floral Fl Flavors associated with flower such as jasmineLemon Le Artificial flavors associated with lemon essenceRoasted tea Roa Flavors associated with roasted teaRoasted rice tea: artificial Ri Flavors aromatics associated with roasted rice flavored candySweet odor SwO Flavors associated with corn syrupGreen tea Gr Flavors associated with green teaOolong tea Oo Flavors associated with oolong teaBlack tea Bl Flavors associated with black teaBoiled milk Mil Flavors associated with boiled milkArrowroot/rooty Roo Flavors associated with dried root (arrowroot) teaSour taste So Fundamental taste sensation of which H+ is typicalSweet taste Sw Fundamental taste sensation of which fructose is typicalChestnut shell Nut Flavors associated with steamed chestnutOily Oil Flavors associated with vegetable oilBurnt leaf Bur Flavors associated with burnt leafBitter taste Bit Fundamental taste sensation of which caffeine or quinine are typicalAstringency Astr The feeling which shrivels the tongue stimulated by tannin and aluminum sulfate

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Consumer acceptances for canned tea products . . .

tea samples, was due to the cholesterol-reducing functional ingre-dients as described on the package of the product.

The canned oolong tea samples were characterized as havingtypical oolong tea, root, chestnut shell, burned leaf flavor, bitter,and astringent mouthfeel attributes. The (O-L) oolong tea was ratedsignificantly higher than (O-D) sample in oolong tea, root, burnedleaf flavor attributes.

The general sensory characteristics of canned black tea were flo-ral, lemon, typical black tea, sour, sweet, oily, bitter, and astringentmouth feel attributes. The boiled milk flavor was present only in (B-D), which consisted of powdered milk as an additional ingredient.

CVA was conducted to understand the underlying structureamong different types of tea and their sensory characteristics (Fig-ure 1a and 1b). Two CV dimensions were statistically significantusing Bartlett’s test. The 1st CV dimension, which explained 57.0%of the variation in the data, separated the samples on the basis ofthe types of tea (black tea versus green and oolong tea). The blackcanned tea samples and the attributes related to these samplessuch as black tea flavor, lemon flavor, sweet, and sour taste werepositively correlated with CV1 axis. The canned green tea andoolong tea samples were loaded in the negative CV1 axis, and thesesamples were characterized as having bitter taste, rooty, roastedrice aroma, typical oolong, and green tea flavor.

The 2nd CV dimension explained 20.4% of the total variation andmainly separated the black tea samples on the basis of their flavorcharacteristics. The (B-U) sample that had a strong lemon flavorwas located on the positive axis of CV2, and the B-D sample, whichwas characterized as having relatively strong black tea, milky, andoily flavor, were located on the negative CV2 axis.

Consumer taste testConsumer taste testConsumer taste testConsumer taste testConsumer taste testSensory attributes that drive consumer hedonics of canned teaSensory attributes that drive consumer hedonics of canned teaSensory attributes that drive consumer hedonics of canned teaSensory attributes that drive consumer hedonics of canned teaSensory attributes that drive consumer hedonics of canned tea

products in NI group. products in NI group. products in NI group. products in NI group. products in NI group. Analysis of variance showed that the type ofcanned tea significantly affected consumers’ liking. In general,canned black tea products were most preferred among the 3 teacategories when the products were tasted without information (Ta-ble 5 and 6).

In the results of EPM analysis, the 1st and 2nd PC axis explained39.8% and 22.0% of the descriptive analysis data set, respectively.The acceptance data set of 249 consumers were able to be explainedby the regression model constructed by EPM using the PC score

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 1.85bLemon 0c 0c 0c 0c 0c 0c 0c 5.96b 9.10a 0cRoasted tea 3.56ab 2.79b 3.95a 2.89b 0c 0.40c 0.18c 0c 0c 0cRoasted rice tea (artificial) 0c 0c 0.04c 2.35b 8.42a 0c 0c 0c 0c 0cSweet odor 0.19c 0c 0c 1.26b 5.11a 0.17c 0c 0.11c 0.12c 0.36cGreen tea 6.57b 7.95a 8.70a 4.86c 1.41d 0.39e 0.32e 0e 0e 0eOolong tea 0.17c 0.57c 0.16c 0.29c 0c 7.62b 8.65a 0b 0b 0bBlack tea 0c 0c 0c 0c 0c 0c 0c 6.98a 4.76b 7.57aBoiled milk 0b 0b 0b 0b 0b 0b 0b 0b 0b 7.56aArrowroot/rooty 0.69c 0.08c 0.16c 0.28c 0c 4.36b 5.59a 0c 0c 0cSour taste 0c 0c 0c 0c 0c 0c 0c 6.1b 9.48a 0.17cSweet taste 0b 0b 0b 0b 0.16b 0b 0b 7.9a 8.48a 7.81aChesnut shell 1.54bc 0.6cd 3.64a 0.98cd 0d 2.05b 2.18b 0d 0d 0dOily 0c 0c 0c 0c 5.98a 0.04c 0c 0c 0c 2.81bBurnt leaf 0.43c 0.14c 0.12c 0.35c 0c 2.27b 5.78a 0c 0c 0cBitter taste 5.31c 7.84b 9.60a 4.44d 0.59e 7.85b 8.70b 0.48e 0.17e 0.07eAstringency 5.97c 7.80b 9.56a 6.32c 1.86e 7.1bc 8.03b 4.63d 4.81d 1.74eaMeans of 4 replicates. Values within a row not sharing a letter are significantly different (P < 0.05, Duncan’s multiple range test).

Table 5—F-ratios from the (GLM) applied to the consum-ers’ product acceptance ratings

Source of variation Degree of Freedom F-ratios

Information 1 20.07a

Product 9 43.22a

Age 4 5.61a

Sex 1 2.73Information*Product 9 0.45Information*Age 4 0.11Information*Sex 1 0.21Product*Age 36 1.83b

Product*Sex 9 1.03Age*Sex 4 0.6aP value < 0.01.bP value < 0.001.

generated from the DA data. Overall, as shown in Figure 2, manyconsumers preferred lemon, sweet, and sour taste related to blackcanned tea rather than the attributes related to green or oolongtea. Similar finding is reported in a study conducted by Laing andothers (1994) in which consumers tend to prefer sweet productswhen sweet and not so sweet products are evaluated in the sameconsumer taste test session.

When EPM was conducted separately on the 5 groups rangingfrom ages in the 10’s to the 50’s, the sensory attributes that stronglyrelate to consumer acceptance differed among the age groups. Theyounger age (the 10’s and 20’s) preferred lemon flavored black tea,which was characterized as being sweet, sour, and lemony (Figure3a and 3b). In the older age groups, although the majority of theconsumers still preferred canned tea black tea, consumers prefer-ence tended to shift from canned black tea to canned green andoolong tea (Table 6), which were characterized as being chestnutshell, root flavor, bitter, roasted rice flavor, and astringent. This ef-fect was most clearly shown in the 40’s group (Figure 4a and 4b).Therefore, the key sensory attributes that drive consumer accep-tance were age-dependent (Table 5 and 6).

Age-dependent product acceptance is also shown in many otherstudies (Guinard and Marty 1997; Monteleon and others 1997;Murray and Delahunty 2000; Bower and others 2003; Luckow andDelahunty 2004). It is generally observed that the sensory charac-teristics of a product is the major determinant for product accep-

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Consumer acceptances for canned tea products . . .

tance in the adolescent group. However, in the older age group,especially for females, consumers tend to sacrifice taste quality overhealth benefit when evaluating product acceptance (Guinard andMarty 1997; Bower and others 2003). In this study, the higher pref-erence for green and oolong tea in the older age group than in theyounger group can be explained by the high exposure rate to theseproduct and higher health interest, as demonstrated in other exper-iments (Tuorila and others 1994; Monteleon and others 1997; Bow-er and others 2003).

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 the product accep-Effect of product information and age on the product accep-Effect of product information and age on the product accep-tance. tance. tance. tance. tance. GLM analysis showed that both age and the presence ofproduct information in addition to the types of tea affected the he-donic ratings of 10 canned tea samples (Table 5). The mean accep-tance ratings of 10 canned teas organized by age group and thepresence of information are shown in Table 6. Consumers generallyrated higher in acceptance rating when product information waspresented during sample evaluation. The presence of informationis commonly shown to increase the overall acceptance rating of aproduct (Bower and others 2003).

Table 6—Effect of age and information on the acceptance scores for the 10 canned tea samplesa,b

Information Samplegroup age G-D1 G-L G-D2 G-J G-U O-D O-L B-L B-U B-D

NI (n = 49) 10’s 17.1cde 15.4e 15.4e 17.8c 16.9cde 15.9de 15.8de 19.9b 112.3a 17.5cdI (n = 50) 10’s 17.0de 14.9f 15.8ef 18.4cd 16.6e 16.5e 17.0de 111.0b 113.3a 29.3cNI (n = 50) 20’s 18.4bc 15.8e 15.1e 18.6bc 15.8e 16.4de 17.3cd 111.2a 111.4a 19.6bI (n = 50) 20’s 210.2bc 27.4ef 26.9fg 19.6cd 15.9g 18.6de 17.5ef 112.0a 111.4ab 18.5deNI (n = 50) 30’s 18.8b 17.0cd 16.5cd 18.8b 15.9d 17.4bc 17.2cd 110.5a 110.3a 18.0bcI (n = 50) 30’s 19.4b 28.4bcd 17.1d 18.7bc 15.6e 17.6cd 18.3cd 111.4a 110.9a 18.7bcNI (n = 50) 40’s 18.9ab 17.3c 17.9bc 19.6a 16.5c 17.7bc 17.0c 110.3a 19.5a 17.8bcI (n = 50) 40’s 19.6bc 18.1de 17.9de 19.8bc 16.8e 18.2de 18.9cd 111.3a 110.6ab 19.0cdNI (n = 50) 50’s 18.1b 17.1bc 16.6c 110.2a 17.2bc 17.2bc 17.5bc 110.6a 110.8a 18.4bI (n = 50) 50’s 29.7abc 28.7bcd 28.4cd 110.2abc 27.8d 18.8bcd 18.4cd 110.2ab 110.9a 18.5cdNI group average (n = 249) 18.3c 16.5ab 16.3a 19.0d 16.5ab 16.9b 17.0b 110.5e 110.8e 18.2cI group average (n = 250) 29.2d 27.5b 27.2b 19.3d 16.5a 27.9bc 28.0c 211.2e 211.4e 18.8cTotal (n = 499) 8.7d 7.0b 6.8ab 9.1e 6.5a 7.4c 7.5c 10.8f 11.1f 8.5daMean values.bValues within a row not sharing a letter are significantly different (P < 0.05, Duncan’s multiple range test). Values within a column for each age group notsharing the same number are significantly different (P < 0.05).

Figure 2—External preference mapping of consumers’hedonic ratings for 10 canned tea samples (without infor-mation). Refer to Figure 1 for abbreviations. Green teasample codes: G-D1, G-L, G-D2, G-J, G-U;oolong tea samplecodes: O-D, O-L; black tea sample codes: B-L, B-U, B-D.

Figure 1—The sensory characteristics of 10 canned teasamples: a canonical variate analysis (CVA) plot (attribute[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 = boiledmilk; Roo = rooty; So = sour taste; Sw = sweet taste; Nut= chesnut shell; Oil = oily; Bur = burned leaf; Bit = bittertaste; Ast = astringency. Green tea sample codes: G-D1,G-L, G-D2, G-J, G-U; oolong tea sample codes: O-D, O-L;black tea sample codes: B-L, B-U, B-D.

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Consumer acceptances for canned tea products . . .

In this study, information had a stronger positive effect on con-sumer ages of 20’s and 50’s for the acceptance of green tea. Interest-ingly, the information regarding health benefit of G-U had no pos-itive effect on the acceptance of this product. This result impliesthat if the sensory characteristics of a product are not well acceptedto the consumers, the information will contribute little in increas-ing the acceptance of the product. Luckow and Delahunty (2004)showed a similar result where consumers’ most preferred beveragewas also considered as being the most health beneficial.

WheIPM of I group and NI group was compared (Figure 5a and5b), it was observed that consumers had a more clear preferencefor 1 product over other products when information was present dur-ing sample evaluation. That is, in the NI group, many of the con-sumers were located near axis origin, which indicates consumershad no clear preference for one product over other products. In con-

trast, in the IPM of NI group shows consumers shift either towardhigher PC 1 or PC 2 axis, indicating clear preference for one productover another.

Conclusions

Overall, black tea type canned product was most widely accept-ed to the general consumer group. The acceptance for green

and oolong type canned beverages depended not only on the sen-sory characteristics of individual products but also on age and in-formation. Additionally, these 3 factors showed interaction effecton product acceptance. Therefore, to understand the acceptanceof a product, especially for products that are consumed for taste aswell as for health benefit, the sensory characteristics of the productalong with the ethno-background of the target consumer must beprecisely understood.

Figure 3—External preference mapping of hedonic ratingsfor 10 canned tea samples among consumers ranging inage from 10 to 19 years (male [a] and female [b], withoutinformation). Each dot represents a consumer. Refer toFigure 1 and 2 for abbreviations.

Figure 4—External preference mapping of hedonic ratingsfor 10 canned tea samples among consumers ranging inage from 40 to 49 years (male [a] and female [b], withoutinformation). Each dot represents a consumer. Refer toFigure 1 and 2 for abbreviations.

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Consumer acceptances for canned tea products . . .

AcknowledgmentsThis work was supported by Korean Research Foundation Grant(KRF-2002-041-C00344).

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Figure 5—Internal preference mapping of hedonic ratingsfor 10 canned tea samples when information is not present(a) and present (b). Each dot represents a consumer. Greentea sample codes: G-D1, G-L, G-D2, G-J, G-U; oolong teasample codes: O-D, O-L; black tea sample codes: B-L, B-U, B-D.


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