Differences in consumer perception of Korean traditional soybean paste (<i>Doenjang</i>) between younger and older consumers by blind and informed tests

Kwak

et al. 2018

Self Cite

The objective of this study was to identify the drivers of liking for commercially mass‐produced doenjang (fermented soybean paste) among Korean consumers, by correlating the results from descriptive analysis and consumer acceptance testing. Ten doenjang samples were tested, seven of which were manufactured through a modified method and three via applying traditional method for mass production. Significant differences were found in all sensory attributes among the samples (p < .05). The principal component analysis of the descriptive analysis revealed clear discrimination among doenjang samples, according to their sensory characteristics: one group favored mild flavors (high in “sweet” and “umami” tastes and “cooked soybean flavor,” while the other preferred strong fermentation‐related flavors, such as “musty,” “biting,” “soy sauce,” and “fermented fish sauce.” Overall, consumer preference was directed toward doenjang that is high in sweet and umami tastes, meaning that customers favored doenjang produced by the modified method more than traditional‐style doenjang. Practical applications The doenjang market is currently greatly expanding, as consumer interests in health and traditional foods are increasing. Therefore, it is more important than ever to identify the sensory characteristics driving consumer preference, in order to meet consumer expectations. The present study identified consumers who preferred traditional doenjang characteristics as well as sweet and umami characteristics. This suggests the direction in which to proceed in optimizing doenjang flavors, in order to ensure that they match Korean consumer preferences.

Section: Resultssupporting

confidence: 70%

Section: Introductionmentioning

confidence: 99%

Identification of sensory characteristics that drive consumer preferences of commercially mass‐produced doenjang in Korea

Kwak

et al. 2018

Self Cite

“…The effect of consumer bias created by product information between imported and domestic samples was limited to the bread made from domestic wheat flours. The same result was observed for pan bread made from single‐origin wheat flour samples (Kim et al, ), pork (Dransfield et al, ), and fermented soybean paste (Kwak, Jung, Kim, & Kim, ).…”

Section: Resultssupporting

confidence: 72%

Sensory profile, consumer acceptance, and physicochemical properties of pan bread made with imported or domestic commercial wheat flour

Kwak

2019

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The objectives of this study were to investigate the influence of wheat origin (domestic versus imported) on the sensory profile, consumer acceptability, and physicochemical properties of pan bread. The physicochemical and textural properties of pan bread made from imported wheat flours were not different from those made with domestic wheat flours. The sensory profiles of breads differed depending on wheat origin. Pan bread from imported wheat flours and domestic wheat flour from large milling companies showed a similar sensory profile. However, domestic wheat flour containing some brans and originating from mid‐size companies had a strong cereal odor/flavor, yeasty flavor, powdery mouthfeel aftertaste, and crumbliness. In consumer tests, highly accepted domestic samples showed an increment of purchase intent (PI) between the blind and informed tests, but there was no change in PI for imported samples. Consumers seemed to value the country of origin for domestic wheat flour only for the highly accepted samples. Therefore, high quality domestic wheat flour can meet the consumer expectations and increase PI. Practical application Country of origin is one of the marketing points for the food industry to attract consumers. Food manufacturers should consider consumer acceptance. Even though they advertise the use of domestic ingredients in their products, consumers would not change their PI dramatically for low accepted food products. Consumers give additional value to food products made from domestic ingredients only if these products attain certain levels of acceptability. Unconditional ethnocentrism for food products made from domestic ingredients does not exist. Therefore, the industry should consider that consumer acceptance of products must meet consumer expectations in order to maximize the advantage of the country of origin for foods with domestic ingredients.

“…Another word, traditional doenjang ‐like aromatics decreased when E. faecium and/or B. licheniformis were inoculated with S. succinus . Previous studies consistently pointed out that consumers in Korea like the commercially produced doenjang with mild traditional flavor, and this is the most predominantly found among young consumers in their 20s (Kim et al, , ; Kim & Lee ; Kwak, Jung, Kim, & Kim, ). Several studies consistently report that consumers' preference on doenjang is driven by sweet and umami tastes (Kim et al, , ), not traditional doenjang flavors (Kim & Lee, ).…”

Section: Resultsmentioning

confidence: 93%

Influence of bacterial starter cultures on the sensory characteristics of doenjang, a fermented soybean paste, and their impact on consumer hedonic perception

Lee

Jeong

2019

The objective of this study was to determine the influence of starter cultures on the sensory characteristics of doenjang and their impact on consumer hedonic perception. Six doenjang samples (AB, AE, ABE, ABS, AES, and ABES) were prepared with different combinations of Aspergillus oryzae, Bacillus licheniformis, Enterococcus faecium, and Staphylococcus succinus cultures. A descriptive sensory analysis using a highly trained panel (n = 6) was conducted, followed by consumer acceptance testing (n = 83). Strain‐specific aromatics in doenjang samples were identified: B. licheniformis inoculated doenjang samples exhibited the traditional doenjang‐like flavors that included ammonia‐like, balsamic, meju, and soy sauce. E. faecium inoculated doenjang samples developed traditional doenjang‐like flavors similar to B. licheniformis‐inoculated samples. Solvent aromatic was noted only in doenjang samples with E. faecium. Addition of S. succinus resulted in the decrease of the traditional doenjang‐like aromatics. Consumers preferred doenjang samples with low intensities of traditional doenjang‐like aromatics. Practical applications Doenjang is one of the most consumed, Korean traditional food ingredients, based on soybean fermentation. Different starter cultures and microbial community are involved during doenjang fermentation. Yet, the influence of specific strain of bacterial starter cultures on the sensory characteristics of doenjang has not been intensively studied. Current study reports the effect of three distinctive bacterial starter cultures including B. licheniformis, E. faecium, and S. succinus, on the aroma characteristics of Doenjang using human subjects. Also, this work suggests bacterial starter culture that produced the sensory aroma characteristics appealing to Korean consumers. This work provided the information on linkage between bacterial starter cultures and sensory characteristics of doenjang, and can guide the selection of starter cultures on doenjang fermentation.