11:15 AM - 11:30 AM
[3Da-09] Differences in consumer preferences for local fish sauces between central and southern Hokkaido using external preference mapping
Keywords:fish sauce, consumer preference, QDA, preference mapping, region
[Purpose] Hokkaido Prefecture is renowned for its extensive production of fish sauce, attributed to its vast variety and abundance of marine resources. However, consumer preferences may vary across regions within Hokkaido due to the diverse palates of consumers. This study aimed to investigate the differences in consumer preferences for local fish sauces between central and southern Hokkaido using external preference mapping. [Methods] Sensory evaluation of 12 types of fish sauce products (labeled A–L) was conducted using quantitative descriptive analysis (QDA) with the participation of 12-trained consumers. Principal component analysis (PCA) was then performed on the obtained data. A total of 120 consumers, ranging in age from their 20s to 70s and residing in central and southern Hokkaido, participated in the evaluation, providing feedback on a seven-point hedonic scale. The external preference map was generated using FIZZ software (Lab/Nomad ver. 2.70). [Results] Based on the PCA diagrams of the QDA, the consumers were grouped into three categories: Group 1 (comprising samples G and I), Group 2 (including samples F, K, H, and L), and Group 3 (encompassing samples A, B, C, D, E, and J). From these groups, six samples (G, I, H, L, C, and D) were selected for further consumer testing. Regional disparities among the three groups were assessed by examining the distribution of consumers in validated model. Group 1 exhibited an approximately equal representation of individuals from both central and southern Hokkaido. In contrast, Groups 2 and 3 comprised a higher proportion of consumers from southern and central Hokkaido, respectively.