Accessing consumer preferences of Kaduk Pesto food product innovation
List of Authors
  • Hawaliana Selamat , Siti Noraisah Dolah @ Abdullah

Keyword
  • consumer preferences, Kaduk Pesto, sensory attributes

Abstract
  • There are many elements that determinant consumer preferences toward foods. The most significant factors in determining food preferences are the sensory attributes, which are food's appearance, taste, texture, and aroma. Therefore, through demographic profiles, this study evaluated the most significant sensory characteristics of the Kaduk Pesto. Self-administrated questionnaires were distributed to the targeted 300 respondents. However, only 271 respondents were fit to be analysed. Based on demographic profiles, results showed that education and age are the most contributing factors toward the preferences of Kaduk Pesto. The result of sensory attributes such as appearance, texture, taste, and aroma, which respondents evaluated, showed the same results. The overall acceptance of this product is acceptable but at a moderate level. The Kaduk Pesto has opportunity for betterment in its sensory characteristics and can be commercialised to the market. Furthermore, different people have opposite levels of preferences and acceptance. Thus, there is a robust thought between consumer expectations of the sensory properties of food product and their preference. In conclusion, this study will finer understand consumer acceptability towards Kaduk pesto. Finally, it provide the benefits and necessary information of the consumer response about the food quality.

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