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Sensory marketing research - Identification of the ideal sensory product profile

  • Andreas ScharfEmail author
Conference paper
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Abstract

International suppliers of food and beverages have to answer the question in which way their products need to be adjusted to the sensory preferences of their target groups in different countries. This question also plays an important role in tourism: Every year millions of European tourists visit other European countries, and the foreigners often differ in their food preferences from the resident population. In this context, a Descriptive Panel is needed to gather all perceivable sensory product attributes and their intensities. Furthermore, an affective consumer test has to be conducted in each country in order to obtain starting points for necessary product differentiations. Only the combination of the two data sets using multivariate calibration finally provides the necessary information. For each country market those sensory attributes can be identified that influence the acceptability judgments of consumers the most. Maximizing, minimizing and optimizing these characteristics will eventually lead to an "ideal" sensory product profile for which the consumer acceptance can be estimated. This approach is illustrated by the example of optimization of frozen croquettes for the German and Italian market.

Zusammenfassung

Anbieter von Nahrungs- und Genussmitteln, die international tätig sind, müssen grundsätzlich die Frage beantworten, in welcher Weise ihre Produkte an die sensorischen Präferenzen ihrer Zielgruppen in unterschiedlichen Ländern angepasst werden müssen. Diese Frage spielt auch im Tourismus eine wichtige Rolle: Jedes Jahr besuchen Millionen von Touristen andere europäische Länder, und die Ausländer unterscheiden sich häufig in ihren Nahrungsmittel- Präferenzen von der einheimischen Bevölkerung. In diesem Zusammenhang benötigt man ein Deskriptives Panel, um alle wahrnehmbaren sensorischen Produkteigenschaften und deren Intensitäten zu erfassen. Zur Gewinnung von Ansatzpunkten für notwendige Produktdifferenzierungen muss außerdem in jedem Land ein affektiver Konsumententest durchgeführt werden. Erst die Verknüpfung beider Datensätze mittels multivariater Kalibrierung liefert schließlich die erforderlichen Informationen. Für jeden Ländermarkt lassen sich diejenigen sensorischen Eigenschaften identifizieren, welche die Akzeptanzurteile der Konsumenten besonders stark beeinflussen. Die Maximierung, Minimierung bzw. Optimierung dieser Eigenschaften führt schließlich zu einem „idealen“ sensorischen Produktprofil, für welches die Akzeptanz der Konsumenten geschätzt werden kann. Diese Vorgehensweise wird am Beispiel der Optimierung von Tiefkühl-Kroketten für den deutschen und italienischen Markt veranschaulicht.

I fornitori internazionali di generi alimentari e bevande si trovano a dover rispondere alla domanda in che modo i loro prodotti necessitino di un adeguamento alle preferenze del gusto dei loro clienti in diverse nazioni. Ciò è di fondamentale importanza anche nel campo del turismo: ogni anno infatti milioni di turisti visitano altri paesi e, spesso, i loro gusti differiscono notevolmente da quelli della popolazione autoctona. In questo contesto appare particolarmente utile l’utilizzo di un panel descrittivo dei prodotti alimentari così come recepiti dagli utenti, il quale presenti tutte le caratteristiche sensoriali dei prodotti e la loro intensità. Oltre a questo strumento sarebbe auspicabile l’utilizzo di un test affettivo del consumatore propedeutico per una successiva differenziazione del prodotto. Quest’ultima può avvenire solo se si dispone delle necessarie informazioni che, a loro volta, possono essere ottenute unicamente attraverso l’abbinamento dei due data sets descritti in precedenza. Tale abbinamento si ottiene attraverso strumenti di calibrazione multivariata. Per ogni nazione si possono evidenziare nei prodotti di mercato quelle preferenze sensoriali che orientano maggiormente le scelte dei consumatori. Manipolando tali set di attributi tramite l’aggiunta o la detrazione di alcune caratteristiche sensoriali, si raggiungerà quel profilo sensoriale per così dire “ideale”, da cui si può capire il gradimento del consumatore. Questo approccio metodologico viene qui di seguito illustrato tramite l’esempio di ottimizzazione delle crocchette surgelate in vendita nel mercato tedesco e in quello italiano.

Keywords

Affective consumer test Descriptive analysis Multivariate calibration 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  1. 1.University of Applied Sciences of NordhausenNordhausenGermany

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