• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.11
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• pp.1878-1885
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• 2013

The purposes of this study are to generate sensory profile, measure consumer acceptance, and determine liking and disliking factors of aseptic-packaged rice porridges (APRP). Five APRPs made by five different rice cultivars were used for this study. Twenty-one attributes were generated by trained panelists. Finally, 16 attributes were determined as descriptive terms for APRP. Each cultivar showed a different descriptive sensory profile. In a consumer acceptance test, there was no statistical difference (P>0.05) in the acceptances of the overall, appearance, taste, texture, viscosity, and rice particle texture among the 5 APRPs. SW52 showed the highest acceptance ratings in the overall, appearance, taste and texture, followed by SR. A total of 52% of consumers showed preference toward SW52 and SR. SW63 showed the lowest ratings and no consumer preference pattern. Consumers were divided into two groups by a cluster analysis; one was the consumers (C1) who liked APRP, and the other was the consumers (C2) who had a neutral stand in general. By correlating the results from descriptive analysis and consumer ratings from C1, liking and disliking factors for consumer acceptance were determined. The disliking factors were bitterness, feeling of surface, stickiness, metallic flavor, roasted aroma, and thickness. The liking factors were old cooked rice aroma/flavor. The disliking factors dominated in the determination of acceptability of APRP. Selecting rice cultivars that had low intensities of disliking factors is the key for APRP development.

• Journal of the Korean Society of Food Culture
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• v.32 no.3
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• pp.266-274
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• 2017

This study aimed to investigate potential acceptability of Korean jang products among Halal food consumer's to predict its market possibility in a Halal food market. Focus Group Interview (FGI) was implemented to 11 Halal food consumers residing in Korea for more than 4 month. During the test, 3 types of fermented paste, doenjang, ssamjang and gochujang were evaluated by applying these to Korean foods. In depth interview was conducted on the liking of the jang applied samples, general experiences of Korean food and fermented food in their home countries. The results showed that consumers were positive to Korean jang applied samples in general. The mean liking ratings of doenjang, ssamjang and gochujang were 7.1, 7 and 7.6 on 9-point hedonic scale, respectively. Consumers focused on the sweet and spicy flavor quality of the samples. Consumers commonly responded that the doenjang tasted too salty and needed to increase sweet and spicy flavor, and ssamjang needed to increase spicy flavor as well. Sweetening was necessary for gochujang. The reasons of liking Korean jang were because the flavors were unique yet familiar. The balanced flavor of salty, sweet and spicy flavor were additional reasons of liking. However, the fermented smell of jang products were reasons of disliking the products.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.1-11
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• 2021

The domestic content market has grown continuously. Furthermore, content consumption has rapidly increased in the COVID-19 era. For these reasons, it is necessary to investigate consumer behavior related to content business. This study focuses on content names as a key factor that induces consumers' interest in the content. In particular, this research examines if the conceptual fluency of the content name affects consumers' liking for the content. In addition, it explores the moderating effect of style of information processing (verbalizer vs. visualizer). The results of an experiment shows that the conceptual fluency on the content name is positively influential for liking content. Also, there was a significant interaction effect between verbalizers and conceptual fluency on content name. This study has important findings in terms of content marketing strategies. Above all, it has strong points because this research examines the style of information processing as an important consumer characteristic variable.

• Agricultural and Biosystems Engineering
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• v.1 no.2
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• pp.81-87
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• 2000

Quality characteristics of tomatoes irradiated with light (red light of far-red light followed two days later with a red light treatment), treated with ethylene, and stored in darkness were evaluated by subjective sensory and objective physical and chemical evaluations. Overall and individual liking evaluations and sensory evaluations were made by an untrained panel of eighteen people. A rankin gof treatments for consumer (panelist) acceptability was also conducted by the panel. Physical and chemical evaluations included surface color measurement (L*, a*, and b*), mechanical puncturing (firmness), soluble solids content (SSC), titratable acidity(TA), and tomato juice pH. Sensory data showed that outside color, inside color, and flavor of tomatoes treated with red light (R) and far-red light/red light (FR/R) were scored significantly higher than those of tomatoes treated with ethylene and those kept in darkness. The L* values for tomatoes treated with R and FR/R were lower (more darkening) than those for tomatoes treated with ethylene and those stored in darkness. Tomatoes treated with FR/R had the highest A* values, followed by those irradiated with R, treated with ethylene, and kept in darkness, respectively. Sensory values for firmness were similar for tomatoes treated with R, FR/R, and ethylene. Treatments had no significantly different effects on sweetness and acidity. There were no significantly different effects between treatments for pH, SSC, TA, and SSC/TA. From observations made during the study, it was suggested that R irradiation stimulated red color development in tomatoes after it had been delayed by FR irradiation. Consumer acceptability for tomatoes with either R or FR/R treatment was significantly higher than that for tomatoes treated with ethylene or stored in darkness. panelists' overall liking scores correlated well with all sensory variables except acidity, and also correlated highly with inside color, flavor, and sweetness (P<0.001). Overall liking versus flavor had the most pronounced relationship (r=0.78, P<0.001).

• Journal of the Korean Society of Food Culture
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• v.35 no.4
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• pp.351-362
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• 2020

This study investigated the possibility of reducing sodium and sugar intake in the Bulgogi bowl and yogurt, respectively, by utilizing food and non-food factors. Sodium and sugar replacers were the target food factors, and eating environment was the target non-food factor. The sodium content of Bulgogi bowls was reduced by 40%, and a flavor enhancer was applied to compensate for the reduced saltiness. Low calorie sweeteners, such as sucralose and stevia, were used to lower the sugar content of yogurt by 30%. Consumers were asked to evaluate the samples in one of the three eating environments: private booth evaluation, BOOTH; watching video clips during evaluation, VIDEO; conversation with friends during evaluation, FRIEND. The results showed that applying sodium or sugar replacers were effective in lowering sodium or sugar intake, respectively, without compromising the acceptance level of samples. Significant influences of the eating environment were observed on liking and perception of samples, but the influence patterns were not consistent between Bulgogi bowl and yogurt.

• Korean Journal of Food Science and Technology
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• v.43 no.1
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• pp.23-29
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• 2011

The objectives of this study were to investigate the effects of brand familiarity and brand recognition on the acceptance of 10 commercial Korean rice wines (yakju). For the consumer preference testing, 104 rice wine drinkers (males, 56; female, 48) from their 20's to 40's were recruited. Consumers first rated the preferences and purchasing intent of the samples without accompanying information about each sample. During a break, brand familiarities and demographics were surveyed. The consumers then rated the preferences and purchasing intent with information about each sample. An analysis of variance was constructed to evaluate the effect of gender, age, and samples on the liking and purchasing intent of the rice wine products. Significant differences were observed for the likings and purchasing intents among the 10 samples with and without brand information, respectively. A paired t-test was performed to evaluate the effect of brand recognition between with and without brand information. A significant effect of brand recognition was confirmed, particularly for the samples with higher levels of brand familiarity. Internal preference mapping was performed to understand the overall relationships between each consumer's liking of the 10 samples with and without brand information. Acceptance tended to shift toward more familiar products when the information was presented.

• Journal of the Korean Society of Food Culture
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• v.36 no.3
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• pp.247-255
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• 2021

Today, energy bars are consumed not only as snacks but also as meal replacement foods. Convenience and nutritional supplementation are the main factors accounting for the increasing use of energy bars. Two hundred Chinese customers who attended the China Fisheries & Seafood Exposition in China, and had no inhibitions about consuming cereal bars were selected. The questionnaire was composed of CATA choices that selected both the reasons for liking and disliking four different types of cereal bars, namely topokki flavor (hot pepper paste), seaweed flavor, kimchi flavor, and ginseng flavor cereal bars with 10% of dried anchovy content produced by BadaOne Co. (Seoul, Korea). The purpose of the study was to investigate Chinese consumer's attitudes and acceptance of different flavored cereal bars containing protein and calciumrich anchovy. For the selected Chinese customers, the acceptance score for the seaweed flavor was the highest, followed by topokki, red ginseng, and kimchi. The acceptance for the topokki flavor was higher than for seaweed for the attributes of color except for general acceptance, flavor, aroma, and texture. The results of the survey showed that the acceptance of kimchi was the lowest, contrary to earlier predictions. The results of the Check All That Apply (CATA) analysis showed that the reasons for liking the seaweed & anchovy flavor were the most diverse, and there was no reason chosen for disliking this flavor. The reasons for liking this flavor were listed as sweet flavor, healthy, seafood flavor, malty flavor, texture, new/unique, and umami. In the case of topokki and kimchi, the reason for disliking the flavor was umami, and in the case of red ginseng, the ginseng flavor was the reason for both likes and dislikes. CA analysis showed that both the flavor and emotional factors were positive for seaweed & anchovy and topokki, but negative for red ginseng. As a result, seaweed & anchovy flavor, which is familiar to the Chinese people, should be the first cereal bar considered for a launch.

• Korean journal of food and cookery science
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• v.30 no.2
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• pp.200-211
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• 2014

This study was conducted to identify the sensory characteristics of four kinds of wild vegetables (samnamul, miyeokchwi, daraesoon and bangpung namul), which were prepared through three different soaking methods: SBS (soaking both before and after boiling), BS (soaking only after boiling) and B (never soaking). Moreover, it also compared the consumer acceptance of these samples in Korea. A descriptive analysis was performed on 12 samples (Sam_SBS, Sam_BS, Sam_B, Miyeokchwi_SBS, Miyeokchwi_BS, Miyeokchwi_B, Daraesoon_SBS, Daraesoon_BS, Daraesoon_B, Bangpung_SBS, Bangpung_BS and Bangpung_B) by 10 trained panelists. Furthermore, 115 consumers evaluated the overall acceptance (OL), acceptance of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL) of the samples using a 9-point hedonic scale; they also rated the perceived intensities of toughness, roughness and moistness using a 9-point just-about-right (JAR) scale. According to the results of the PLSR data, the Sam_SBS sample, which had significantly (p<0.05) high muddiness, moistness, brightness, redness, oily appearance, sesame oil flavor, softness and greasy attribute scores, presented the highest acceptability and consumer desire scores for consumers. On the other hand, the Miyeokchwi_B and Bangpung_B samples, which had relatively high toughness, crispiness, roughness, bitterness and, astringent attributes scores, were the least preferred samples. Therefore, the muddiness, moistness, brightness, oily appearance, sesame oil flavor, softness and greasy attributes were drivers of "liking," whereas toughness, crispiness, roughness, bitterness, astringent attributes acted as drivers of "disliking" for consumers.

• The Korean Journal of Food And Nutrition
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• v.36 no.4
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• pp.274-285
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• 2023

This study was conducted to select representative agricultural products (4 types of fruits and 4 types of wild vegetables) in Chungju, define their sensual characteristics, derive suitable flavour-pairing and recipes for each ingredient, and use them as a cornerstone in the development of menus. For the experiment, 10 experts were selected to choose 8 representative agricultural products in Chungju, and 18 menus were selected through a flavour-pairing survey. A consumer panel (a total of 413 people, 105 in their 20s, 103 in their 30s, 103 in their 40s, and 102 in their 50s) for evaluating the characteristics of consumer preferences was selected. After the flavour-pairing survey 'sweet taste', 'light flavour', 'soft flavour', 'savoury flavour', 'familiar flavour', 'harmonious flavour', 'softness', and 'harmoniousness with food ingredients' were determined as drivers of liking, on the other hand, 'disturbance with food ingredients' and 'soybean fishy smell' were determined as drivers of disliking. The degree of consumer preference and overall acceptance were found to be related to the consumers' familiarity, suggesting that if a menu should be developed using unfamiliar local agricultural products, it should be configured with familiar recipes and seasoning methods.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.567-576
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• 2014

Bulgogi (Korean-traditional barbequed beef) is one of the most globally well-known Korean foods. Though various attempts have been made to promote bulgogi, studies are limited understanding mostly to US consumers or foreigners who reside in Korea. China, the world's most populous country, has the biggest market potential in the world. The purpose of this study was to understand reasons of liking or disliking bulgogi products in Chinese consumers who reside in China in comparison to Korean consumers. The bulgogi used in this study differed in its main marinating ingredients. Check-all-thatapply (CATA) questionnaire was used to collect the reasons why one liked or disliked the given bulgogi product. CATA result showed that even for the same product, Korean and Chinese consumers liked or disliked it for different reasons. In particular, unlike Koreans, Chinese consumers reported sweet taste and garlic flavor as reasons for disliking the samples with high amounts of sugar and garlic, respectively. This seemed to be the result of differences in familiarity of consumers to certain tastes and flavors. The results imply the influence of culture in consumer preferences.