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Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers

The present study investigated the drivers of liking ethnic sauces in a cross-cultural context. Experiments were conducted to understand the acceptance of salad dressings and dipping sauces developed from Korean fermented seasonings among consumers with different ethnic backgrounds, including: South...

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Autores principales: Kim, Mi-Ran, Chung, Seo-Jin, Adhikari, Koushik, Shin, HyeWon, Cho, Hana, Nam, Yerim
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7602202/
https://www.ncbi.nlm.nih.gov/pubmed/33066508
http://dx.doi.org/10.3390/foods9101463
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author Kim, Mi-Ran
Chung, Seo-Jin
Adhikari, Koushik
Shin, HyeWon
Cho, Hana
Nam, Yerim
author_facet Kim, Mi-Ran
Chung, Seo-Jin
Adhikari, Koushik
Shin, HyeWon
Cho, Hana
Nam, Yerim
author_sort Kim, Mi-Ran
collection PubMed
description The present study investigated the drivers of liking ethnic sauces in a cross-cultural context. Experiments were conducted to understand the acceptance of salad dressings and dipping sauces developed from Korean fermented seasonings among consumers with different ethnic backgrounds, including: South Korean, United Arab Emirates (UAE), and American. The samples of interest included four types of salad dressings made from fermented soybean paste (doenjang) and four types of spicy dipping sauces made from fermented chili pepper paste (gochujang). The salad dressings were preferred by Korean and US consumers. Koreans liked the nutty-flavored salad dressings, whereas UAE and American consumers commonly liked the spicy type. There was a stronger cross-cultural agreement in liking dipping sauces rather than salad dressings. Both Korean and American consumers liked spicy dipping sauces that elicited a sweet taste. UAE consumers tended to prefer the less spicy dipping sauce samples. Consumers in all three countries generally liked spicy dipping sauces more than salad dressings. Cultural differences were observed between the responses depending on the presence and level of spiciness in the two different food types. For product development with ethnic fermented flavors or chili spices, the contextual appropriateness and consumer familiarity with the corresponding flavor should be taken into account.
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spelling pubmed-76022022020-11-01 Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers Kim, Mi-Ran Chung, Seo-Jin Adhikari, Koushik Shin, HyeWon Cho, Hana Nam, Yerim Foods Article The present study investigated the drivers of liking ethnic sauces in a cross-cultural context. Experiments were conducted to understand the acceptance of salad dressings and dipping sauces developed from Korean fermented seasonings among consumers with different ethnic backgrounds, including: South Korean, United Arab Emirates (UAE), and American. The samples of interest included four types of salad dressings made from fermented soybean paste (doenjang) and four types of spicy dipping sauces made from fermented chili pepper paste (gochujang). The salad dressings were preferred by Korean and US consumers. Koreans liked the nutty-flavored salad dressings, whereas UAE and American consumers commonly liked the spicy type. There was a stronger cross-cultural agreement in liking dipping sauces rather than salad dressings. Both Korean and American consumers liked spicy dipping sauces that elicited a sweet taste. UAE consumers tended to prefer the less spicy dipping sauce samples. Consumers in all three countries generally liked spicy dipping sauces more than salad dressings. Cultural differences were observed between the responses depending on the presence and level of spiciness in the two different food types. For product development with ethnic fermented flavors or chili spices, the contextual appropriateness and consumer familiarity with the corresponding flavor should be taken into account. MDPI 2020-10-14 /pmc/articles/PMC7602202/ /pubmed/33066508 http://dx.doi.org/10.3390/foods9101463 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Kim, Mi-Ran
Chung, Seo-Jin
Adhikari, Koushik
Shin, HyeWon
Cho, Hana
Nam, Yerim
Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title_full Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title_fullStr Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title_full_unstemmed Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title_short Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers
title_sort cross-cultural consumer acceptability for ethnic fermented sauce products: comparisons among korean, uae, and us consumers
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7602202/
https://www.ncbi.nlm.nih.gov/pubmed/33066508
http://dx.doi.org/10.3390/foods9101463
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