Correlating Consumer Perception and Consumer Acceptability of Traditional Doenjang in Korea

Abstract

Doenjang is a traditional Korean food and is widely used for many Korean foods. Consumer perception and consumer acceptability on the typical sensory characteristics of traditional Doenjang remain unknown. The objective of the current study was to determine the consumer perception on traditional Doenjang characteristics and how preexisting consumer perception influenced the consumer liking for traditionally and commercially manufactured Doenjang. A consumer survey was conducted by presenting 26 sensory descriptions to consumers (n = 82) for check-all-that-apply measurement. Then, a consumer acceptance test was conducted over 2 d on 2 Doenjang samples representing commercially produced Doenjang and traditionally produced Doenjang: Day 1 consumers evaluated without any information (n = 182), and day 2 consumers evaluated samples informed that both samples were made by the traditional method (n = 109). Two-way ANOVA and multivariate analyses were conducted. Consumers' preexisting perceptions on the typical sensory characteristics of traditionally made Doenjang were similar in that they associate gu-soo flavor, dark color, flavorful, and well-fermented flavor regardless of consumer demographics and Doenjang user status. However, these consumer perceptions on sensory attributes of traditional Doenjang did not agree with desirable sensory attributes for consumer liking, in that consumers preferred the commercially made Doenjang regardless of the evaluation condition and consumer user status. Findings from the current study therefore suggested a discrepancy between the preexisting current consumer perception and actual consumer acceptability of traditional Doenjang products. Practical Application This work provided the current Korean consumer's perception on traditional Doenjang characteristics and how preexisting consumer perception influenced the consumer liking for traditionally and commercially manufactured Doenjang. Current work demonstrated that consumer's expectation and consumer liking attributes of traditional Doenjang were not in agreement to each other. The results of the current study can practically guide product developers and marketers in the Doenjang industry by providing the current status of consumer perceptions of and preferences for the sensory characteristics of traditional Doenjang.