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首页> 外文会议>AMA Educators Conference >A CONSUMER-SENSORY MODEL OF FLAVOR: TOWARDS NEW WAYS OF COMBINING SENSORY AND MARKETING DATA
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A CONSUMER-SENSORY MODEL OF FLAVOR: TOWARDS NEW WAYS OF COMBINING SENSORY AND MARKETING DATA

机译：一种消费者感官的味道模型：以结合感官和营销数据的新方法

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Comprehending the motivations that drive consumer choices is a major challenge for marketing and sensory practitioners. The paper integrates two major fields: sensory science and marketing by linking the recent work in sensory analysis to the theories of consumer research and extends to combining the methods of sensor evaluation with models for estimating consumer willingness to pay (WTP) for attributes including flavors that can be described from a sensory perspective. The article presents an integrated model of sensory and marketing perspectives, a consumer-sensory model of flavor. Intrinsic sensory properties (colour, aroma, taste, texture and trigeminal sensations) of a product are the focus and the emphasis of sensory for product acceptability. Marketing concentrates on product extrinsic sensory characteristics (branding, labelling, pricing, size, packaging and country of origin) for product preferability. Hence, the focus of attributes (intrinsic or extrinsic) and methods used (sensory analysis or choice modelling) are different for sensory and marketing but the goal is the same that is obtaining "consumer's acceptability for a given product."
机译：理解推动消费者选择的动机是营销和感官从业者的主要挑战。本文融合了两个主要领域：通过将最近的感官分析与消费者研究理论的工作联系起来的感官科学和营销，并延伸到将传感器评估方法与模型相结合，以估计消费者支付（WTP）支付（WTP），包括味道，包括味道可以从感官的角度描述。本文介绍了感官和营销视角的综合模型，一种消费者感官的味道模型。产品的内在感官特性（颜色，香气，味道，纹理和三缘感觉）是产品可接受性的重点和强调感官。营销专注于产品外在感官特性（品牌，标签，定价，尺寸，包装和原产地）的产品优化。因此，属性（内在或外在）和使用的方法（感官分析或选择建模）对感官和营销不同，但目标是获得“消费者对给定产品的可接受性”的目标。

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