Influence of Brand Awareness on Sensory Perception of Fruit Juices

• Autorzy: Ewa Babicz-Zielińska , Agnieszka Pronobis

Warianty tytułu

Wpływ znajomości marki na sensoryczne postrzeganie soków owocowych

• Języki publikacji: EN

Abstrakty

EN

The purpose of this study was to determine the effect of brand awareness on the sensory evaluation of some fruit juices. Seven juice brands were selected in a survey made among respondents aged 19-25 years in Gdynia. The trained evaluators, students of the Gdynia Maritime University, performed sensory tests of orange, apple and blackcurrant juices of each brand, in blind and non-blind conditions. The overall rating and sensory descriptors were determined on the 1-10 scale. The influence of brand awareness on sensory impressions was mostly positive for the most popular and mostly negative for less popular brands. The significant descriptors were specific taste, clarity, and sweet flavour. The regression equations for relations between overall juice rating and sensory descriptors were developed. The obtained results are important for sensory marketing and food producers.(original abstract)

Celem badań było określenie wpływu znajomości marki na ocenę sensoryczną wybranych soków owocowych. Siedem marek soków zostało wybranych na podstawie badania przeprowadzonego wśród respondentów w wieku 19-25 lat w Gdyni. Wytrenowani ewaluatorzy, studenci Akademii Morskiej w Gdyni, wykonali badania sensoryczne soków pomarańczowych, jabłkowych i z czarnych porzeczek dla każdej z marek, w warunkach znajomości producenta i bez niej. Ocena sensoryczna soku i czynniki sensoryczne zostały określone w skali od 1 do 10. Stwierdzono istotny wpływ znajomości marki na odczucia sensoryczne, pozytywny dla soków najbardziej popularnych i negatywny dla mniej popularnych. Najważniejszymi deskryptorami sensorycznymi były specyficzny smak, przejrzystość i słodki smak. Sformułowano równanie regresji wiążące ocenę soku z ważkością deskryptorów. Otrzymane wyniki mają znaczenie dla marketingu sensorycznego i dla producentów żywności. (abstrakt oryginalny)

Słowa kluczowe

EN

Psychology of perception; Sensory research; Soft drinks; Marketing research

PL

Psychologia postrzegania; Badania sensoryczne; Napoje bezalkoholowe; Badania marketingowe

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 1
• Strony: 162--172

Twórcy

autor

Ewa Babicz-Zielińska

• Wyższa Szkoła Zarządzania - Gdańsk

autor

Agnieszka Pronobis

• Wyższa Szkoła Zarządzania - Gdańsk

Bibliografia

• Assiouras I., Liapati G., Kouletsis G., Koniordos, M. (2015), The impact of brand authenticity on brand attachment in the food industry, "Brit. Food J.", Vol. 117, No. 2.
• Beneke J., Trappler E. (2015), The might of the brand: A comparative analysis of brand prevalence in an emerging market setting, "Brit. Food J.", Vol. 117, No. 2.
• Bower J.A., Turner L. (2001), Effect of liking, brand name and price on purchase intention for branded, own label and economy line crisp snack foods, "J. Sens. Stud.", Vol. 16, No. 1.
• Breneiser J.E., Allen S.N. (2011), Taste preference for brand name versus store brand sodas, "North Amer. J. Psychol.", Vol. 13, No. 2.
• Calvo Porral C., Lang F. (2015), Private labels: The role of manufacturer identification, brand loyalty and image on purchase intention,"Brit. Food J.", Vol. 117, No. 2.
• Cavanagh K.V., Forestell C.A. (2013), The effect of brand names on flavor perception and consumption in restrained and unrestrained eaters,"Food Qual. Prefer.", Vol. 28, No. 2.
• Cavanagh K.V., Kruja B., Forestell C.A. (2014), The effect of brand and caloric information on flavor perception and food consumption in restrained and unrestrained eaters,"Appetite", No. 82.
• Connell P.M., Mayor L.F. (2013), Activating health goals reduces (increases) hedonic evaluation of food brands for people who harbor highly positive (negative) affect toward them, "Appetite", No. 65.
• De Pelsmaeker S., SchouteteJ., Gellynck X. (2013), The consumption of flavored milk among a children population. The influence of beliefs and the association of brands with emotions, "Appetite", No. 71.
• Di Monaco R., Cavella S., Di Marzo S., Masi P. (2004), The effect of expectations generated by brand name on the acceptability of dried semolina pasta," Food Qual. Prefer.", Vol. 15, No. 5.
• Eldesouky A., Pulido A.F., Mesias F.J. (2015), The role of packaging and presentation format in consumers' preferences for food: an application of projective techniques," J. Sensory Stud.", No. 30.
• Gacula Jr. M.C., Rutenbeck S.K., Campbell J.F., Giovanni M.E., Gardz, C.A., Washam I.R.W. (1986), Some sources of bias in consumer testing, "J. Sensory Stud.", No. 1.
• Garber Jr. L.L., Hyatt E.M., Starr R.G. (2003), Measuring consumer response to food products, "Food Qual. Prefer.", Vol. 14, No. 1.
• Hilgenkamp H., Shanteau J. (2010), Functional measurement analysis of brand equity: Does brand name affect perceptions of quality?, "Psichologica", No. 31.
• Hultén B., Broweus M., Van Dijk D. (2009), What is sensory marketing?, (in:) Sensory marketing, Palgrave Macmillan, London.
• Hultén B. (2011), Sensory marketing: the multi-sensory brand experience concept, "Eur. Buss. Rev.", Vol. 26, No. 3.
• Keller L. (1998), Branding perspectives on social marketing, "Adv. Consum. Res.", No. 25.
• Kim M.K., Lopetcharat K., Drake M.A. (2013), Influence of packaging information on consumer liking of chocolate milk,"J. Dairy Sci.", Vol. 96, No. 8.
• Krishna A. (2010), Sensory marketing. Research on sensuality of products, Taylor and Francis Group, LLC, New York.
• Lalit M.K., Paramieet G. (2013), Purchase of branded commodity food products: empirical evidence from India, "Brit. Food J.", Vol. 115, No. 9.
• Lawless L.J.R., Drichoutis A.C., Naykaga Jr R.M., Threlfall R.T., Meullenet J.F. (2015), Identifying product attributes and consumer attitudes that impact willingness to pay for a nutraceutical-rich juice product, "J. Sensory Stud.", No. 30.
• Moskowitz H., Hartmann J. (2009), Consumers research: creating a solid base for innovative strategies, "Trends Food Sci. Techn.", No. 19.
• Olsen N.V., Menichelli E., Meyer C., Naesa T. (2011), Consumers liking of private labels. An evaluation of intrinsic and extrinsic orange juice cues, "Appetite", Vol. 56, No. 3.
• Robinson T.N., Borzekowski D.L., Matheson D.M., Kraemer H.C. (2007), Effects of fast food branding on young children's taste preferences, "Arch. Pediatr. Adolesc. Med.", No. 161.
• Rubio N., Villaseño, N., Oubiña J. (2014), Value and store brand identification in food products, "Brit. Food J.", Vol. 116.
• Sosa M., Hough G. (2006), Sensory expectations of children from different household incomes for a branded confectionary product, "J. Sensory Stud.", No. 21.
• Taghavi M.-S., Seyedsalehi A. (2015), The effect of packaging and brand on children's and parents' purchasing decisions and the moderating role of pester power, "Brit. Food J.", Vol. 117, No. 8.
• Torres-Moreno M., Tarrega A., Torrescasana E., Blanch C. (2012), Influence of label information on dark chocolate acceptability, "Appetite", Vol. 58, No. 2.
• Tuorila H., Monteleone E. (2009), Sensory food science in the changing society: Opportunities, needs, and challenges, "Trends Food Sci. Techn.", Vol. 20, No. 2.
• Varela P., Ares G., Gimenez A., Gambaro A. (2010), Influence of brand information on consumers' expectations and liking of powdered drinks in central location tests, "Food Qual. Prefer.", Vol. 21, No. 7.
• Vidal L., Barreiro C., Gomez B., Ares G., Gimenez A. (2013), Influence of information on consumers' evaluations using check-all-that-apply questions and sorting: a case study with milk desserts, "J. Sens. Stud.", No. 28.
• Zaltman G., Zaltman L.H. (2008), Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers, Harvard Bussiness Press, Boston.