黄酒饮用条件的偏好性研究

充分理解消费者对我国黄酒不同饮用条件的偏好,对于我国黄酒行业新产品开发及市场普及具有重要价值。本研究利用30名品评员通过现代食品感官评价技术对不同饮用温度及不同添加物处理的黄酒进行偏好性检验和风味轮廓分析。结果表明,不同饮用温度对于偏好性没有十分显著的影响,而添加不同配料则会显著影响消费者对黄酒的感官偏好(p<0.01)。蜂蜜的添加显著提高了品评员对黄酒的偏好程度;而生姜的添加,特别是45℃较高温度下生姜气息的增强降低了消费者的偏好性。研究表明,黄酒不同饮用条件对消费者感官偏好性的影响与黄酒一些主要感官特征的改变可能有直接的联系。      

Consumer preferences for food labelling attributes: Comparing direct ranking and best–worst scaling for measurement of attribute importance,preference intensity and attribute dominance

The use of food labelling to convey information about product and process quality and for product differentiation purposes has multiplied. In order to judge the relevance attributed by consumers to such information, valid measurement methods are needed. Such methods are also needed to reveal the probabilistic nature of preference data, so that heterogeneity can be explicitly accounted for. A survey among Swedish residents (n = 506) compared attribute importance rankings for labelling of beef from two formats of best–worst scaling (BWS) with those from standard direct ranking (DR). A choice probability R–index measure was modelled to make the methodological comparison consistent. While earlier studies on labelling of beef were confirmed, BWS and DR did not concur when directly compared, even when using the R–index. BWS improved individual choice predictions compared with DR, and generated a more consistent dominance ordering of attribute importance. These findings suggest that methods used to elicit importance weights or preference ranking may violate transitivity and dominance requirements.     

Anchored scaling in best–worst experiments: A process for facilitating comparison of conceptual profiles

Best–worst scaling can be used to elicit the conceptual associations that consumers make with objects such as brands, products and packs. Respondents are presented with the object to be profiled and asked to choose the words most and least associated with the object from successive sets of four or five words. The resulting conceptual profile takes the form of a series of words placed on a difference scale, according to their degree of association with the object. The relativism of best–worst scaling prevents direct comparison of scale values between different objects’ conceptual profiles, limiting the flexibility of the method. The issue is analogous to the problem of comparing scale values across individuals or groups participating in a best–worst exercise, for which other solutions have been proposed.We describe an experimental design that addresses the anchoring issue when conceptual profiles rather than individuals need to be compared. The best–worst exercises described above, one per object, are augmented by a ‘calibration’ best–worst exercise in which the roles of the conceptual terms and objects are reversed. Referred to as two-way best–worst scaling, the method is demonstrated using case studies on car brands (brand conceptualisation) and orange juice (unbranded product conceptualisation).To validate the underlying model, a parallel study was conducted using a direct scaling technique. For the car brands, the two methods gave similar conceptual profiles with a linear relationship between the two scales. Analysis of covariance suggests that the anchoring procedure succeeded in aligning the difference scales of the brands.When the ‘calibration’ exercise was performed prior to profiling the car brands, discrimination across the brands was greater than when the calibration exercise was carried out afterwards. It is presumed that the calibration exercise had heightened the awareness of participants to differences amongst the brands. This is an important secondary benefit which suggests that the two-way design, with the calibration exercise performed first, would be particularly advantageous for objects where the conceptual associations are weak or where those associated with differences amongst objects are difficult to access.     

Effect of micro-oxygenation on sensory characteristics and consumer preference of Cabernet Sauvignon wine

BACKGROUND: The main objective of this study was to improve the structure of a Cabernet Sauvignon red wine in a short period of time by micro‐oxygenation (MOX) at high rates (25 and 50 mL L^?1 month^?1), the effects of which were evaluated based on sensory characteristics and consumer preference. Sensory data were analysed by principal component analysis, discriminant analysis and ordinal logistic regression (OLR). RESULTS: MOX led to significant differences in the colour, colour stability and phenolic compounds of wine. Sensory characteristics also changed through MOX treatment, and wine experts were able to discriminate between MOX‐treated and untreated samples, with olfactory intensity, complexity, astringency and roundness being the main discriminating characteristics. Ordinal logistic regression enabled identification of the sensory characteristics that drove consumer preference. CONCLUSION: MOX at high rates improved the sensory characteristics of wine and may therefore be considered a valid technique for obtaining structured wines in a short period of time, i.e. within just a few months after the vintage. The results highlight the need for (i) careful selection of the MOX dosage rate and duration (the 25 mL L^?1 month^?1 dose for 6 days provided the best result) and (ii) continuous monitoring of the MOX treatment. Copyright © 2011 Society of Chemical Industry     

The value of quality clues in the wine market: evidences from Lazio,Italy

The purpose of the paper is to contribute to understanding the role and effectiveness of different quality clues in the creation of value for the main wines of the Lazio region. The study presents a hedonic price model. An ordinary least squares and a quantile regression models were estimated. The latter is able to detect additional patterns related to the effects of the covariates. Prices are regressed on wine color, sub-regional area of origin, the type of certification of origin, and on experts' evaluation. The analysis is based on data released by three major Italian wine guides: Gambero Rosso, l'Espresso, and AIS (Italian Sommelier Association). Results show that: (i) white and red wines follow two different price patterns; (ii) prices are correlated with experts' evaluation; (iii) the impact of the latter is higher when other quality clues, such as geographical indications, are less effective; (iv) the role of different quality clues varies at different price levels and it is different for red and white wines; overall, wines from the Lazio region are associated with poor to mediocre quality levels. This may explain the decline in reputation and in market share that these wines are experiencing after centuries of popularity.     

Comparison of discriminability of common food acceptance scales for the elderly

This study was aimed to compare four commonly used methods for evaluating consumer acceptance (the 5-point and the 9-point hedonic scales) and preference (the ranking scale and the best-worst scaling) in terms of their ability in discriminating samples and perceived ease of use by the elderly. Elderly (n = 100) and young adult (n = 100) consumers participated in this study. Each consumer evaluated five commercial orange juice samples in duplicate for hedonic rating and preference rank separately and then evaluated ten sets of three samples for the best-worst scale, following the balanced incomplete block design. Nonparametric tests were employed as normality of data was violated. A significant sample effect was observed in all four methods (P < .001). Discriminating power of the best-worst scaling was more pronounced in the elderly than in the young adults; however, the best-worst scaling was easy to use for the young adults than for the elderly.     

A preliminary study of the relationship between Australian wine consumers' wine expertise and their wine purchasing and consumption behaviour

Few Australian wine companies have the resources to acquire consumer relevant information to assist their strategic decision-making. This exploratory study examined the relationship between Australian consumers' wine expertise and their self-reported wine related behaviours, such as wine purchasing and consumption. A measure of consumer wine expertise developed specifically for the Australian consumer, comprising a wine knowledge test and an aroma identification (sensory) test, was used to segment 61 wine consumers into three expertise levels. A large positive correlation between wine expertise and formal wine training was demonstrated. Data showed that females dominated the low and males the high expertise groups, respectively. The high expertise level consumers spent more on wine, purchased more bottles and fewer casks per month and consumed more wine in a week than the low and medium expertise groups. Analysis revealed significant differences between the styles of wine consumed by the various expertise levels. A combination of Factor and Cluster analyses generated three distinct consumer segment profiles based on wine purchase drivers. These preliminary data indicate that wine consumers' wine behaviour may be influenced by their wine expertise.     

黄酒质量指标及其检测技术的研究进展

概述控制黄酒质量的常规指标及其检测技术的研究进展,包括总糖含量、酒精度、非糖固形物等;通过查阅文献资料,对可成为控制黄酒质量的新指标及其检测方法进行归纳总结,旨在为提高黄酒企业产品的检测效率和降低生产成本提供理论参考.     

The premium price for Italian red wines in new world wine consuming countries: the case of the Russian market

Italian wine is increasingly appreciated in new world consumer countries and, in particular, in Russia where consumers associate its consumption with an Italian lifestyle. In this paper, market value for wine search attributes is measured through the estimation of a hedonic price model using online data from a Wine Searcher website and the information contained in the labels of wines marketed in Russia. Results show a premium price for wines from Piedmont and Tuscany, and in particular for non-native varieties and for Indicazione Geografica Tipica and Protected Geographical Indication wines. Additionally, vintage and higher alcohol content have a significant positive impact on the prices that consumers are willing to pay for wines. The knowledge of the implicit price of wine quality attributes has important implication for producers to aid in the adoption of effective marketing strategies, and for decision-makers for the adoption of effective measures to improve regional competitiveness in the world market.     

Strength and conflicting valence in the measurement of food attitudes and preferences

There is a trend in current attitude research to move away from a simple uni-dimensional view of attitude, towards examining a more multivariate concept of attitude. An extensive array of attitudinal properties or dimensions has been provided, defined and categorised as ‘attitude strength’. Attitude strength has only recently been adapted as a conceptual framework for research in marketing and consumer studies. Our objective in this paper is to introduce some of the attitude strength concepts and literature in order to improve the measure and understanding of research dealing with measurement of food preferences, perceived food quality and satisfaction with food products, food suppliers, etc. The paper takes a particular focus upon problems in comprehending the middlemost choice or neutrality when measuring attitude items along a traditional bipolar semantic differential or a bipolar hedonic preference scale. Through several propositions, we have outlined how future research should note that both attitude ambivalence (mixed feelings) and non-attitude (lack of confidence in evaluation) could be threats to comprehending the middlemost response alternative on a questionnaire as neutral when measuring food attitudes or preferences in the traditional way. Our approach should also deal with some of the shortcomings of analysing attitude–behaviour consistency when modelling food consumption behaviour.