ABSTRACT
BACKGROUND: Sensory drivers of liking in foreign food markets are difficult to identify because the expression of perceived characteristics varies depending on cultural differences. We aimed to identify differences in the perception and expression of a Korean home meal replacement product (Kimchi stew) between 10 Korean trained panelists versus 50 eastern Chinese consumers (EC) and 54 northern Chinese consumers (NC) using descriptive analysis and rate-all-that-apply (RATA) tests. Regional differences between the EC and NC groups were also investigated. RESULTS: Sensory representations of the six Kimchi stew samples were similar between the Korean trained and Chinese consumer panels. Use of simple sensory RATA terms was similar among the groups. However, EC, who have a daily diet with mild flavors, associated consumer terms with negative connotations, such as odd flavor and sharp, with burning sensation and seasoning, implying the influence of regional food cultures. CONCLUSION: RATA could elicit foreign consumers' sensory representations of an unfamiliar ethnic food that was comparable to that from descriptive analysis, assisting researchers in understanding target consumers' sensory perceptions in a more cost- and time-effective manner. The inclusion of consumer terms in a RATA list and its correlation with descriptive analysis by a native descriptive panel can help with the understanding of foreign consumers' verbal expressions. © 2018 Society of Chemical Industry.
