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Japanese consumer acceptability of commercial rice from Japan and Thailand |
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| รหัสดีโอไอ | |
| Creator | Chirat Sirimuangmoon |
| Title | Japanese consumer acceptability of commercial rice from Japan and Thailand |
| Publisher | Faculty of Agro-Industry |
| Publication Year | 2559 |
| Journal Title | Food and Applied Bioscience |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 84-96 |
| Keyword | consumer acceptability, rice, cluster analysis, sensory evaluation, hedonic scores |
| URL Website | www.tci-thaijo.org/index.php/fabjournal |
| Website title | www.tci-thaijo.org/index.php/fabjournal/article/view/78297 |
| ISSN | 2286-8615 |
| Abstract | Most rice consumed in Japan is local white rice (Japonica varieties). Many varieties of rice in global market have been introduced and eaten by consumers including aromatic, brown, and other colored types. Understanding Japanese consumer acceptability with the current varieties of rice helps rice producers and marketers to meet the consumer demands and leadsto a potential for rice trading in Japan. Eight different rice samples from Japan and Thailand were evaluated by a group of 102 Japanese consumers. A sensory evaluation by askingoverall degree of liking, appearance liking, flavor liking, and texture likingin each samplewas conducted.Cluster analysis, internal preference mapping, and regression analysis were used to reveal the Japanese consumer acceptance.The majority of Japanese consumers liked the white rice from Japan and also Jasmine rice from Thailand. Japanese brown rice was also receiveda good liking score from a number of Japanese consumers. Other colored varieties including red and blackvarietieswere not preferredby Japanese consumers. Flavor was the most important factor effecting overall degree of liking. Appearance and texture had less importance in determining overall acceptance. |
