Ali potrošnikov prvi odziv presega dejanske preference? Primer desertnega preliva

Katarina BOROVŠAK, Xavier GELLYNCK, Sara De PELSMAEKER, Aleš KUHAR

Povzetek


Uspeh novega živilskega izdelka na trgu je močno povezan s tem, kako dobro je izdelek prilagojen željam, pričakovanjem in potrebam potrošnikov. V prispevku prikažemo pomembnost študije potrošnikov, ki vključuje senzorične teste pri optimizaciji in razvoju prototipa živilskega izdelka na primeru sladkega desertnega preliva, narejenega iz znanega slovenskega vina teran. Empirična raziskava je potekala v dveh stopnjah. Prvo kvalitativno stopnjo raziskave smo izvedli z intervjuji in fokusnima skupinama in drugo stopnjo z vprašalnikom, ki je vključeval testiranje s senzoričnimi tehnikami. Rezultati prvega dela raziskave so bili zelo spodbudni in zaključek prve stopnje raziskave je nakazoval visok tržni potencial za nov izdelek. S poglobljeno analizo in podrobnim vprašalnikom s senzoričnim testiranjem pa smo pridobili rezultate, ki so se kritično razlikovali od prvotno načrtovane strategije. Uporaba senzoričnih testov s potrošniki, in sicer preferenčnega testa in JAR (just about right-ravno prav) testa, je ovrgla visoka pričakovanja iz prve raziskovalne faze in pokazala, da je čokoladni okus glavni motiv všečnosti desertnega preliva.

Ključne besede


živila; novi živilski izdelki; sladki preliv; teran;potrošniki; senzorična analiza; test preferenc; hedonski test; optimizacija prototipa

Celotno besedilo:

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Literatura


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DOI: http://dx.doi.org/10.14720/aas.2014.104.1.1

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