Effects of beef brand image on consumer sensory evaluation with roast beef of varying marbling levels of once-calved crossbred

Abstract

The purpose of this study was to evaluate effects of beef brand image for Tokachi herb beef, Cow, Crossbred and Hokkaido beef in consumer palatability. Consumer sensory evaluation carried out for flavor, tenderness, juiciness, umami and overall liking by paired comparison test of 8 point hedonic scale (－3.5＝extremely favorable for Experiment and 3.5＝extremely favorable for Control). Two pieces of same roast beef samples were provided to consumers by two different names as “Tokachi herb beef” (Control) and “crossbred”, “cow” or “Hokkaido beef” (Experiment). Beef muscles were collected from three once-calved crossbred cow of differentmarbling level (BMS number 2, 3 and 4). There were no effects of the age difference between student and parent onconsumer sensory evaluation. Overall liking from male consumer was higher than female consumer (P < 0.05), it was suggested that male consumer panel would prefer the Tokachi herb beef comparing with female. Tokachi herb beef had significant higher values in all traits of flavor, tenderness, juiciness, umami and overall liking than experiment (P < 0.05 : Umami for Hokkaido beef, P < 0.01 : other). In addition, the values were low in order of cow, crossbred and Hokkaido beef, which would mean indicated that the consumer supported in the order of Tokachi herb beef, Hokkaido beef, crossbred, cow for all traits. Umami was significantly higher at BMS4 than BMS2 (P < 0.05). These results revealed that brand name or brand image affected the consumer’s palatability.