Correlating consumer perception and consumer acceptability of traditional Doenjang in Korea

Doenjang is a traditional Korean food and is widely used for many Korean foods. Consumer perception and consumer acceptability on the typical sensory characteristics of traditional Doenjang remain unknown. The objective of the current study was to determine the consumer perception on traditional Doenjang characteristics and how preexisting consumer perception influenced the consumer liking for traditionally and commercially manufactured Doenjang. A consumer survey was conducted by presenting 26 sensory descriptions to consumers (n = 82) for check-all-that-apply measurement. Then, a consumer acceptance test was conducted over 2 d on 2 Doenjang samples representing commercially produced Doenjang and traditionally produced Doenjang: Day 1 consumers evaluated without any information (n = 182), and day 2 consumers evaluated samples informed that both samples were made by the "traditional" method (n = 109). Two-way ANOVA and multivariate analyses were conducted. Consumers' preexisting perceptions on the typical sensory characteristics of traditionally made Doenjang were similar in that they associate "gu-soo flavor," "dark color," "flavorful," and "well-fermented flavor" regardless of consumer demographics and Doenjang user status. However, these consumer perceptions on sensory attributes of traditional Doenjang did not agree with desirable sensory attributes for consumer liking, in that consumers preferred the commercially made Doenjang regardless of the evaluation condition and consumer user status. Findings from the current study therefore suggested a discrepancy between the preexisting current consumer perception and actual consumer acceptability of traditional Doenjang products.