Research on purchase consciousness and color preference of Japanese soy sauce among general consumers in Chiba prefecture

Abstract

  We conducted research on preferences for Japanese soy sauce among general consumers as reference material for developing new products and promoting sales of Japanese soy sauce. Brand, quality, and price of consumer soy sauce purchases were considered. The color preference differed by use of soy sauce. For example, lighter-colored soy sauce was preferred for “Ponzusyouyu”, “Nimono” and “Mentsuyu (Kakejiru) ” than for “Tsukesyouyu” and “Mentsuyu (Tsukejiru) ”. Preferences differed among males and females for uses of “Ponzusyouyu” and “Nimono”, but there were no differences with age. The results suggest possible development of the new products conforming to consumer needs using a decoloration process.