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SENSORY ANALYSIS IN MARKETING PRACTICE: COMPARISON AND INTEGRATION
Author(s) -
TRIJP HANS C.M.,
SCHIFFERSTEIN HENDRIK N.J.
Publication year - 1995
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.1995.tb00010.x
Subject(s) - sensory analysis , sensory system , psychology , marketing , business , food science , cognitive psychology , biology
Sensory analysis has traditionally played a prominent role in quality control for food products. More and more principles from sensory analysis are also applied in the area of food product development, bringing sensory analysis more closely into the domain of marketing. Unfortunately, in practice integration between sensory and marketing practices is far from optimal. Differences in basic orientations between sensory and marketing are a major source contributing to this defective cooperation. Sensory analysis has traditionally been product oriented with an emphasis on internal validity of the test results. Implicitly or explicitly this approach emphasizes the relationships between sensory evaluation and characteristics of the product. Marketing, on the other hand, stresses the external validity of test results: the extent to which test results can be generalized to market behavior. Emphasis on external validity requires an approach to sensory analysis that is fundamentally different from current sensory practice in terms of type of respondents, type of stimuli, scaling procedures adopted and test circumstances. Closer integration between the product and consumer oriented approach to sensory analysis may contribute to the success of product development in the food industry. The literature suggests several factors that may contribute to a more fruitful cooperation between the two approaches to sensory analysis. The company's senior management plays a central role in the achievement of this integration by providing an infrastructure (in terms of personnel, organizational structure and financial resources) that paves the way for closer cooperation.