Sensory Evaluation & Consumer

Satisfaction

Ivy Revolteado
MSFS
Philippine Women's University
 Sensory evaluation
 has been defined as a scientific method used
to evoke, measure, analyze and interpret
those responses to products as perceived
through the senses of sight, smell, touch,
taste, and hearing (Stone and Sidel, 1993).
 It is a scientific discipline that analyses and
measures human responses to the
composition of food and drink, e.g.
appearance, touch, odor, texture,
temperature and taste.
 The Early Years
 The facial expressions
 Sweet tastes elicited a facial acceptance
response, i.e. large eyes and retraction of mouth,
resembling a smile. Bitter tastes gave a very
different response, with tight closing of the eyes,
gaping mouth and sudden turn of the head.
 Sweet tastes and pleasant smells
the liking for ‘bitter’- tasting lagers or hot spicy
foods; tastes which as young infants we would
instantly reject.
Sensory Experience

 ‘try before you buy’

 ready-to-eat product on demand
 waltz music resounding as you shop
 Interesting packaging designs
 the promises of smoother, crunchier,
 tastier products
 Why use sensory evaluation?
Sensory evaluation can be used to:
 compare similarities/differences in a range of
dishes/products;
 evaluate a range of existing dishes/food products;
 analyze food samples for improvements;
 gauge responses to a dish/product, e.g. acceptable v
unacceptable;
 explore specific characteristics of an ingredient or
dish/food product;
 check whether a final dish/food product meets its
original specification;
 provide objective and subjective feedback data to
enable informed decisions to be made.
How It Is Done?
  sensory testing as a way to reduce risk
Sensory evaluation in relation with
different sectors of food production
and uncertainly in decision making.
When a product development manager
asks for a sensory test, it is usually
because there is some uncertainly about
exactly how people perceive the
product. In order to know it, data are
need to answer the question. With data
in hand, the end-user can make
informed choices under conditions of
lower uncertainty or business risk. In
most applications, sensory evaluation
functions as risk reduction mechanism
for both researchers and marketing
managers.
Defining Consumer
 Consumer
 A is a person or group of people who are the final users of
products and or services generated within a social system.
A consumer may be a person or group, such as
a household. The concept of a consumer may vary
significantly by context. or An individual who buys
products or services for personal use and not for
manufacture or resale.
 The consumer is the one who pays to consume the goods
and services produced. As such, consumers play a vital role
in the economic system of a nation. In the absence of
effective consumer demand, producers would lack one of
the key motivations to produce: to sell to consumers.
 Understanding Consumer
 For the past forty years the customers and consumers of
the input from food development have not really been
people.They have been test subjects.
 “Traditionally, marketing researchers have approached
consumers with only one purpose in mind: to collect
information.
 Consumers expected to respond on the samples by means
of opinion polls and advertising tracking studies.
 This evaluation at the end point of traditional market and
sensory research should be unbiased and clinically pure
results only.
Defining Consumer Satisfaction
 Customer Satisfaction
 term frequently used in marketing, is a measure of
how products and services supplied by a company
meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers,
or percentage of total customers, whose reported
experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
 "Customer satisfaction is measured at the individual
level, but it is almost always reported at an aggregate
level. It can be, and often is, measured along various
dimensions.
 Customer Satisfaction
 As research on consumption experiences grows,
evidence suggests that consumers purchase goods
and services for a combination of two types of
benefits: hedonic and utilitarian.
 Hedonic benefits are associated with the sensory and
experiential attributes of the product.
 Utilitarian benefits of a product are associated with the
more instrumental and functional attributes of the
product (Batra and Athola 1990).
 Customer Satisfaction
Involves the perceptions of Consumer expectations
customers
 Does the food look
 The food they were
served. anything like the picture on
 The service that was
the box?
provided to them.  Does it perform in the way
 The atmosphere in which you were led to believe it
it was provided. would?
 Is it really as ‘tasty’ as
claimed in the
advertisement?
 Customer Satisfaction
Techniques to gather customer satisfaction:
 Walk-through audits
 Talking with guests
 Customer comment cards
 Exit interviews
 Mystery shopper reports
 Customer surveys
 Focus groups
Consumer Attitudes and Beliefs
Steps to Successful Consumer Understanding
Example of a “value diagram” for coffee established at the Frame stage. Source:
The U&I Group Archives. Note that linkages are simplified for illustrative purposes.
My Conclusion
 Sensory Evaluation is very important to the people; it started
on our infant years up to our adolescence.
 The consumer is the main cast of sensory evaluation and
satisfaction of the costumer.
 The sensory evaluation aims to target high terms of profit
and satisfaction in consumer.
 Products testing is very important because it aims to lasts or
innovate it on the market to be patronize by the consumer.
 Statistical analysis should not stop at one test only it should
be a continuous learning and testing of the product to be able
it to buy it by the consumer.