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Why do we need to conduct sensory tests on consumers? : the case of innovative sweet topping
Borovšak, Katarina ; Kuhar, Aleš, 1974-
A significant component of new food development process is precise identification of consumer preferences and expectations. In this paper we empirically show that findings form a preliminary ...research, can be used for development guidance, however, when more objective research techniques are applied, suggested managerial decision could critically differ. The new food products is dessert topping based on traditional Slovenian wine teran, which is highly valued among consumers and perceived as a national speciality. We assuemd that these positive elements of consumers' perception about wine teranwill be transferred to new developed product and will form central marketing elements. The research involving consumers combined semi-structured interviews, focus groups and quastionnaire with consumer sensory test. The third phase aimed at product fine-tuning applying consumers' sensory test; hedonic evaluation and preference testing, where four commercial toppings were included besides the newly designed one. Questionaire gave important inputs to the marketing strategy, elucidating the purchasing behaviour and consumer expectations regarding the products in target market segment. We found out that the market is in highly mature phase. As distinguished from the quantitative stages of the research, the questionnaire reviled consumers' preference for established topping flavours, particularly chocolate. Consumer sensory test disconfirmed high expectation, since the average score in preference testing was in lower and for teran's topping, being surpassed by the standard topping tastes. Market acceptance of the new product is below the threshold to continue the outlined product development strategy without risking business failure that is why we suggest product concept redefinition.
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