Consumer Perception of Red Wine by the Degree of Familiarity Using Consumer-Based Methodology.

Jiyun Yang,Jeehyun Lee

doi:10.3390/foods10040749

Abstract

Capturing and understanding consumers’ perceptions is not a simple quest, particularly for wine, which is one of the most complex beverages. In contrast to the increasing amount of wine import and consumption, studies on how Korean consumers perceive wine characteristics are limited. In this study, two different consumer-based questionnaires, check-all-that-apply (CATA) and rating, were used to compare the discrimination ability of samples and attributes. Consumer data were analyzed and compared to investigate whether the difference in the degree of familiarity with consumption frequency affects wine perception and preference. Consumers discriminated samples and attributes by sample using both scales, CATA and rating. It was confirmed that the CATA citation frequency reflected the rated intensity of the attributes in this study. Consumers who checked or did not check the CATA response rated the intensity of attributes differently. Different consumer subgroups based on familiarity also discriminated the samples effectively. However, users had a higher configuration similarity between the two questionnaires than non-users. Furthermore, the preference for wine might be affected by the degree of familiarity.

Highlights

Consumer perceptions of food products are difficult to define
The criteria for dividing groups were based on previous studies [57,62,63], which ranged from 10% of the frequency in at least one sample to a 20% cut-off point during emotion term development in the CATA task [63]
The purpose of this study was to understand how consumers perceive red wine, which is regarded as a complex alcoholic beverage, considering various factors, questionnaire methods (CATA and rating scales), familiarity with red wines, and consumer segmentation based on their preferences

Summary

Introduction

Consumer perceptions of food products are difficult to define. Food perception is driven by a variety of factors, including sensory factors such as color, taste, and smell [1,2,3], and others such as expectations [4] or cognitive strategies [5]. Person-related factors, including physiological, psychological, biological, and even socio-cultural variables [6,7], may affect product perception. Wine perception is usually related to its intrinsic quality [8], consumer perception is dynamic, complex, and sometimes presents differences between what they perceive and their reaction [9]. To reveal the perceptible sensory attributes of foods and beverages, conventional techniques such as descriptive analysis have been carried out [10]. Consumer-driven evaluations are actively conducted to obtain direct information using consumer vocabulary, which is generally more understandable than terms used by trained panels [11]

Objectives

Methods

Results

Discussion

Conclusion