14C-4

S. M. WANG¹, H. S. Li¹, P. C. P. Chen², and H. C. Huang³. (1) Food Industry Research and Development Institute, Food Industry Research and Development Institute, P.O.Box 246, Hsinchu, 30099, Taiwan, Taiwan, (2) Dept. of Food Science, Tung-Hai University, (3) Council of Agriculture, Exective Yuan

Demographic factors affecting preferences for sour foods

Sour is one of five taste in traditional Chinese medicine literature. The most typical sour food is sour pickled cabbage for cooking and preserved sour plume for snacking in Taiwan. The young female usually eats preserved sour plume, while the housewife cooks sour pickled cabbage. Since sour may decay the teeth of the older, the older may not prefer to it. Who acted more preference for sour pickled cabbage was not clearly identified in literature. In this study, we hypothesized that those had more preference for sour pickled cabbage were the females also, while those who disliked sour pickled cabbage were the older.

The objective was to identify those more liked or disliked to eat sour pickled cabbage based on the demographic factors.

We used the data obtained through a nationwide survey of food consumption by the Food Industry Research and Development Institute in Taiwan, 1999. A questionnaire including the degrees how one liked or disliked sour vegetable such as sour pickled cabbage was used. Demographic factors including gender, age, education, occupation and others were used in logistic model as explanatory variables. Stepwise process and odd ratio were used to identify the significant factors, which affected the preferences for sour pickled cabbage.

It was found that those who more liked to eat sour pickled cabbage were the females with the relevant odd ratio 1.360. The older were those who disliked eating sour pickled cabbage, with the relevant odd ratio 0.992. The results proved our hypotheses {that the females liked to eat sour pickled cabbage and the older disliked sour pickled cabbage.

To marketing sour food like sour pickled cabbage, the female can be a good potential customer. While to develop food for the older, it is advised that less sour may make a good performance in marketing.