30B-8 |
Segmentation of consumer acceptability of tomato flavor by focus groups and consumer evaluation |
J. R. WEST1, J. W. Scott2, S. S. Smith1, C. A. Margaria1, and R. L. Shewfelt1. (1) Food Science and Technology, University of Georgia, Food Science Dept., Cedar Street, Athens, GA 30605, (2) Gulf Coast Research and Education Center, University of Florida, Bradenton, FL Tomatoes are one of the most often cited items with respect to consumer dissatisfaction. Previous research has suggested that there are distinct preference segments for fresh tomatoes. An understanding of the characteristics that drive acceptability of fresh tomatoes represents an important step in increasing consumer satisfaction. The objectives of this study are to identify potential market segments for fresh tomatoes based on flavor perception, determine the range of consumer purchase and home storage techniques, and to test the validity of the segments in actual consumer evaluation tests. Focus-group sessions comprised of regular tomato consumers were conducted to determine segments based on flavor, followed by in-store consumer evaluations. All tomatoes used were grown under standard agricultural practices at the Gulf Coast Research and Education Center, University of Florida in Bradenton, Florida. Nine tomato breeding lines were harvested based on specific flavor attributes. Four segments developed by focus groups were quantified in the supermarket test: sweet (39%), tart (24%), vine-ripened (18%), and sweet & tart (15%). Focus-group data showed consumers vary widely in selection, place of purchase, storage conditions, and preparation of tomatoes. Focus-group sessions also suggested that attributes determining purchase are different from those determining consumption. Supermarket evaluation demonstrated that consumers could distinguish levels of flavor, but that self-selected segments must be tested by consumer evaluation. For example, 46% of the self-selected sweet segment preferred a sweet sample when presented with tart and fruity-floral alternatives, while only 36% of the tart segment preferred the tart sample. There was a general consensus that more work should be done to improve the flavor of tomatoes available at the supermarket. Knowledge of consumer segments of tomato flavor acceptability will lead to flavor improvement focused on each segment yielding increased consumer satisfaction.
Session 30B, Fruit & Vegetable Products: Sensory, Product Development, Fresh-Cut, and Storage
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