Different or similar? Acceptability of aseptic-packaged cooked rice among consumers, researchers and experts

Abstract

Purpose – The purpose of this paper is to compare the acceptance ratings and drivers of liking and disliking attributes of aseptic-packaged cooked rice by consumers, researchers and experts. Design/methodology/approach – Descriptive analysis (DA) was conducted using trained panelists. Acceptability was measured by consumers, researchers and experts. The results of DA and acceptability were analyzed using partial least square regression. Findings – There was no strong relationship among the three groups in their rating patterns for the samples (r=−0.342-0.445). The liking factors for each group were as follows: consumers (rice cake flavor and moisture), researchers (wet wood flavor and whiteness) and experts (wet wood flavor and size of rice). The disliking factors for each group were as follows: consumers (wet wood flavor and brown particle), researchers (moisture) and experts (old rice aroma). The consumers, researchers and experts seemed to have different acceptances and key descriptive attributes for aseptic-packaged cooked rice. Research limitations/implications – The consensus by researchers during the product development process required caution with regard to the fact that the evaluation by the researchers could be different from what consumers or experts prefer. Practical implications – Setting-up in-house panelists group would be minimized the discrepancy between consumers and researches. Originality/value – This study contributes to understanding of the acceptability by food researchers and comparing to consumers and experts for the first time in sensory field.