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The objective of this study was to evaluate the flavor profile and acceptability of 7 Cheddar cheeses of varying maturity using descriptive analysis and consumer acceptance tests. Cheddar cheeses (n = 7) ranging in age from 1 to 19 mo were selected based on age, geographic region, and flavor profile. Descriptive sensory profiles of selected cheeses were determined using a trained panel (n = 14) and an established cheese flavor sensory language. Cheeses were evaluated for consumer acceptability in two demographic locations: North Carolina and Oregon. Consumers (n = 100 at each location) assessed the cheeses for overall liking and other consumer attributes. Cheddar cheeses demonstrated distinct differences in descriptive sensory profiles. Average consumer responses between the two locations were not different. Six distinct consumer clusters were identified, and the number of consumers in these clusters differed between the two locations. Consumers differentiated "young" and "aged" cheese flavor, but both young and mature cheeses were perceived by consumers as exhibiting intense Cheddar cheese flavors. Cheddar cheese acceptance varies widely among consumers and is related to consumer preferences for distinct cheese flavor profiles.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractBecause consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

The dairy beverage market is a competitive and growing category in the food industry. Within this arena, chocolate milks vary widely in flavor, color, and viscosity. Understanding what sensory properties drive consumer liking is critical for maximum market share. This study was conducted to identify and define sensory characteristics of commercial chocolate milks and to link these differences to consumer preferences through the application of internal and external preference mapping. A sensory language was identified to document the sensory properties (visual, flavor, mouthfeel) of chocolate milks. Twenty-eight commercial chocolate milks were subsequently evaluated by descriptive sensory analysis using the identified sensory language. Thirteen representative milks were chosen for consumer acceptance testing followed by internal and external preference mapping to identify key drivers. Instrumental color and viscosity measurements were also taken. Two different techniques were used for external preference mapping: cluster analysis with generalized procrustes analysis and landscape segmentation analysis. Chocolate milks were differentiated by descriptive sensory analysis (P < 0.001). Wide variability was also observed in consumer acceptability of chocolate milks (P < 0.001). Correlations were observed among descriptive and consumer, descriptive and instrumental, and instrumental and consumer results (P < 0.001). Generalized procrustes analysis revealed 2 groups of consumers with 1 nondistinguishing driver of liking: cocoa aroma. Landscape segmentation analysis confirmed and clarified generalized procrustes analysis results by identifying 3 consumer segments with 3 drivers: cocoa aroma, malty, and cooked/eggy flavors.

Chocolate milk varies widely in flavor, color, and viscosity, and liking is influenced by these properties. Additionally, package labels (declared fat content) and brand are some of the extrinsic factors that may influence consumer perception. The objective of this study was to evaluate the effects of packaging labels and brand name on consumer liking and purchase intent of chocolate milk. A consumer acceptance test, conjoint analysis survey, and Kano analysis were conducted. One hundred eight consumers evaluated 7 chocolate milks with and without brand or package information in a 2-d crossover design. A conjoint analysis survey and Kano analysis were conducted after the consumer acceptance test. Results were evaluated by 2-way ANOVA and multivariate analyses. Declared fat content and brand influenced overall liking and purchase intent for chocolate milks to differing degrees. A subsequent conjoint analysis (n=250) revealed that fat content was a driver of choice for purchasing chocolate milk followed by sugar content and brand. Brand name was less important for purchase intent of chocolate milk than fat or sugar content. Among fat content of chocolate milk, 2 and 1% fat level were most appealing to consumers, and reduced sugar and regular sugar were equally important for purchase intent. Kano analysis confirmed that fat content (whole milk, 1, or 2% fat chocolate milk) was an attractive attribute for consumer satisfaction, more so than brand. Organic labeling did not affect the purchase decision of chocolate milk; however, Kano results revealed that having an organic label on a package positively influenced consumer satisfaction. Findings from this study can help chocolate milk producers as well as food marketers better target their product labels with attributes that drive consumer choice of chocolate milk.