Tipvanna Ngarmsak and Kasem Natachai - …dzung/spise2009/presentations/O1-4.pdf · Consumer Liking...

Consumer Liking of Thai Mangoes

Tipvanna Ngarmsak and Kasem NatachaiDepartment of Food Technology

Faculty of Technology Khon Kaen University, Thailand

Introduction• Thailand - a mango producing country

1966 rank 6th in the world (1.14 m t)2005 rank 3rd in the world (1.8 m t)

• But the export volume was low• Mangoes - largest production area among

all fruits• Mangoes - promoted as a product

“Champion”

• Thailand produces many varieties of mangoes

• They are different in their fruits and flesh characteristics

• They are all in yellow colored and very flavorful when ripe

• They have potential for export • Thailand has exported mangoes to

neighbor countries and likes to increase export volume to Japan, China, Hong Kong and the Middle East markets

• If the sensory characteristics that drive the liking of Thai mangoes by the target consumers are identified, the most suitable variety of Thai mangoes could then be selected for exporting to that target markets.

• This would help to increase the export volume of Thai mangoes.

The aim of this study was: 1. To determine the preference among selected Thai varieties by Japanese, Chinese, Hong Kong and Middle-East consumers2. To determine the sensory characteristics liking by the consumers

The outcome would provide information which could be used by growers, plant selectors and breeders, and exporters and marketers, to develop the Thai mango export industry.

MethodologyMango samplesKaew (SK007) ChokananNam Dok Mai Sri Thong MahachanokRadKensington

Kaew (SK007)

Chokanan

Nam Dok Mai Sri Thong

Mahachanok

Kensington

Consumer preference testConsumers: Japanese, Chinese (from mainland),

Hong Kong and Middle-East tourists in Thailand Sensory Evaluation: 9-point hedonic scalesensory attributes for fruit- skin color, skin appearance, fruit size, fruit shape, fruit aroma and overall liking

sensory attributes for flesh- flesh color, flesh flavor, flesh texture and overall liking

questionnaire - Japanese, Chinese and English languages

Location: in Bangkok and Nakorn PratoomProvince

Quantitative descriptive analysisPanelists selection: staffs from KKU

using duo-trio tests

Trained panelists: 11 panelists (5 males and 6 females)

Sensory attribute descriptors: using the Repertory Grid Technique

Intensity scale: 110 mm line scale for the key sensory characteristics of the mango fruit and flesh

Data analysis and statisticsConsumer preference : ANOVA QDA: ANOVA &PCA Relationship between consumer liking & sensory dimensions:

Multiple Linear Regression

All results: SPSS, version 10

ResultsConsumer preferences

Fruit FleshJapanese 82 84Chinese 17 30Hong Kong 42 72Middle-East 39 62

Figure 1 Sensory Attribute Rating of Mango Fruit by Japanese Consumers

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Peel Colour Peel Appearnce Fruit Size Fruit Shape Aroma Overall Liking

Attributes

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Kaew (SK007) Chokanan Nam Dok Mai Sri Thong Mahachanok Rad Kensington

Figure 2 Sensory Attribute Rating of Mango Flesh by Japanese Consumers

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Flesh Colour Taste Texture Overall Liking

Attributes

Liking Score


Figure 3 Sensory Attribute Rating of Mango Fruit by Chinese Consumers

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Figure 4 Sensory Attribute Rating of Mango Flesh by Chinese Consumers

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Figure 5 Sensory Attribute Rating of Mango Fruit by Hong Kong Consumers

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Figure 6 Sensory Attribute Rating of Mango Flesh by Hong Kong Consumers

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Figure 7 Sensory Attribute Rating of Mango Fruit by the Middle-East Consumers

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Figure 8 Sensory Attribute Rating of Mango Flesh by Middle-East Consumers

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• Fruit shape, fruit aroma and skin appearance were more highly correlated with overall liking of fruit

• Flesh flavor was more highly correlated with overall liking of flesh

Quantitative descriptive analysisSensory attributes: 11 for fruit 17 for fleshPCA of 11 fruit sensory attributes:Group 1: size, thickness, weight & fruit smellGroup 2: skin color & fruit length Group 3: skin smoothness& fruit firmness

The difference among these 6 fully ripe mangoes was most pronounced on the perception of fruit size, weight, thickness and fruit odor strength

Sensory attributes: 17 for fleshPCA of 17 flesh sensory attributes:Group 1: smoothness & juicinessGroup 2: stringy texture & odor strengthGroup 3: flesh colorGroup 4: flesh firmnessThe difference among the flesh of these

mangoes was most pronounced on smoothness and juiciness

Figure 1 A Perception of the Sensory Attribute Descriptors of the Fruit of the Six Mangoes on Principle Component 1 and 2

Size, thickness, weight & fruit smell

1.21.0.8.6.4.2-.0-.2-.4-.6

Skin color & fruit length

1.0

.5

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-1.5


Rad Mahachanok Chokanan

Kaew (SK007)

Kensington

Size, thickness, weight & fruit smell

1.21.0.8.6.4.2-.0-.2-.4-.6

.6

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Nam Dok Mai Sri ThongRad Mahachanok

Chokanan

Kaew (SK007)

Kensington

Skin smoothness & fruit firmness

Figure 2 A Perception of the Sensory Attribute Descriptors of the Fruit of the Six Mangoes on Principle Component 1 and 3

Smoothness & Juiciness

Stringy texture & Odor strength

.6.4.20.0-.2-.4-.6-.8

.6

.4

.2

0.0

-.2

-.4

-.6

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Rad

Mahachanok

Chokanan

Kaew (SK007)

Kensington

Figure 3 A Perception of the Sensory Attribute Descriptors of the Flesh of the Six Mangoes on Principle Component 1 and 2


.6.4.20.0-.2-.4-.6-.8

1.5

1.0

.5

0.0

-.5

-1.0

Nam Dok Mai Sri ThongRad

Mahachanok

Chokanan

Kaew (SK007)

KensingtonFlesh color



.6.4.20.0-.2-.4-.6-.8

1.0

.8

.6

.4

.2

0.0

-.2

-.4

-.6

-.8


Rad

Mahachanok

Chokanan

Kaew (SK007)

Kensington

Flesh

firmness


ConclusionsThe three top preferred fruits


Rad

Mahachanok

The three top preferred flesh


Kinsington

Chokanan.

For the overall liking: the most liked by all of the consumers:


Sensory characteristics drive consumers to preference for Thai mangoes

Japanese & Hong Kong: color of fruit skin, fruit length, color of the flesh

Chinese: size of fruit, fruit thickness, fruit weight, smell of fruit, firmness of flesh

Middle- East: color of flesh

AcknowledgmentsThe authors would like to thank the Thailand

Research Fund for the financial support

Thank you

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