ENBIS-17 in Naples

9 – 14 September 2017; Naples (Italy) Abstract submission: 21 November 2016 – 10 May 2017

The Role of Sensory Assessment in Consumer’s Preferences for Sustainable Coffees: Integrating a Choice Experiment with a Guided Tasting

11 September 2017, 11:10 – 11:30

Abstract

Submitted by
Nedka Dechkova Nikiforova
Authors
Nedka Dechkova Nikiforova (Department of Statistics, Computer Science, Applications ”G.Parenti”, University of Florence), Patrizia Pinelli (Department of Statistics, Computer Science, Applications ”G.Parenti”, University of Florence)
Abstract
This talk suggests an innovative approach to analyze the consumer’s preferences for sustainable coffees integrating choice experiments with a guided tasting for the sensory assessment. In particular, two types of coffees have been chosen with different organoleptic characteristics: an intense, soft and aromatic blend (100% Arabica), and a round coffee with high aftertaste intensity (blend of Arabica and Robusta varieties). The two selected coffees have been previously analyzed with respect to their caffeine and polyphenolic antioxidants content by a High Performance Liquid Chromatography (HPLC) method. The plan of the guided tasting provides two scorecards, developed and administered for the organoleptic evaluation, in order to analyze the role of the sensory descriptors in the definition of consumers’ preferences. A Choice Experiment based on Bayesian optimal designs is planned in order to build choice-sets aiming to: i) an efficient estimation of the attributes for the choice experiment, and ii) an efficient estimation of scores obtained through the guided tasting. For this purpose, a compound design criterion (Atkinson et al., 2007) is applied for addressing issues described above. Moreover, the same choice experiment is administered in two consecutive sessions, e.g. before and after the guided tasting, in order to specifically evaluate the role of tasting. All these elements, e.g. the preferences of the choice experiment and the data of guided tasting and HPLC, are subsequently analyzed through the Mixed Multinomial Logit model to better evaluate the consumer’s behavior relating to the coffee consumption.

REFERENCES:
Atkinson, A. C., Donev, A.N. and Tobias R.D. (2007). Optimum Experimental Designs, with SAS. Oxford: Oxford University Press.
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