Kvasny Prum. 2015; 61(2): 38-45 | DOI: 10.18832/kp2015006

Use of sensory analysis of beer in marketing.Peer-reviewed article

Pavel ČEJKA, Jana OLŠOVSKÁ

Výzkumný ústav pivovarský a sladařský, a.s., 120 44 Praha 2, Lípová 15

When developing new food products, or when trying to improve their existing competitive position in the market it is necessary to determine how consumers perceive their quality. That is the purpose of so-called consumer evaluation of product quality, one of its most important methods being sensory analysis. We review the basic survey of sensory tests suitable for evaluation of beer, i.e. acceptance testing, the method of verbal description, differential and preference tests. Practical examples are given, with detailed procedure and calculation. Also more complex procedures are mentioned which are suitable for marketing rating of products, such as QDA (quantitative descriptive analysis) and PM (preference mapping). We can conclude that the funds invested into the marketing analysis using properly selected and evaluated trials manufacturers will bring relevant consumer views of the product under consideration, which has a positive effect in the reduction of production costs.

Keywords: sensory analysis, beer, statistical methods, paired test, chi-squared test, rank test, marketing

Received: November 25, 2014; Accepted: January 7, 2015; Published: February 1, 2015