Use of Sensory Analysis of Beer in Marketing

Authors

  • Pavel Čejka Research Institute of Brewing and Malting, plc., Lípová 15, CZ 120 44 Praha 2
  • Jana Olšovská Research Institute of Brewing and Malting, plc., Lípová 15, CZ 120 44 Praha 2

DOI:

https://doi.org/10.18832/kp2015006

Keywords:

sensory analysis, beer, statistical methods, paired test, chi-squared test, rank test

Abstract

When developing new food products, or when trying to improve their existing competitive position in the market it is necessary to determine how consumers perceive their quality. That is the purpose of so-called consumer evaluation of product quality, one of its most important methods being sensory analysis. We review the basic survey of sensory tests suitable for evaluation of beer, i.e. acceptance testing, the method of verbal description, differential and preference tests. Practical examples are given, with detailed procedure and calculation. Also more complex procedures are mentioned which are suitable for marketing rating of products, such as QDA (quantitative descriptive analysis) and PM (preference mapping). We can conclude that the funds invested into the marketing analysis using properly selected and evaluated trials manufacturers will bring relevant consumer views of the product under consideration, which has a positive effect in the reduction of production costs.

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Published

2015-02-14

How to Cite

Čejka, P., & Olšovská, J. (2015). Use of Sensory Analysis of Beer in Marketing. KVASNÝ PRŮMYSL, 61(2), 38-45. https://doi.org/10.18832/kp2015006

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Section

Articles