Influence of intrinsic factors and extrinsic product information on acceptability for Mulnaengmyeon (Korean traditional cold noodle) broth

Abstract

Despite expansion of the mulnaengmyeon market in Korea, there have been no studies about consumer attitudes toward mulnaengmyeon. This study was conducted to investigate influences of intrinsic and extrinsic factors on consumer acceptability for mulnaengmyeon broths and to examine differences in use of information between consumers of different ages. Sensory characteristics of mulnaengmyeon broths were examined using descriptive analysis by trained panels. Old and young consumers were separately recruited for consumer test. Each consumer participated in acceptability evaluation for mulnaengmyeon either in blind or informed conditions. In informed condition, product package was provided along with the corresponding mulnaengmyeon sample. Overall, consumer acceptability for mulnaengmyeon broth was observed to be primarily influenced by sensory characteristics, but it was further adjusted by the influence of brand awareness. Mulnaengmyeon acceptability was little affected by price and package. Difference in use of intrinsic and extrinsic information depending on consumers' age was not observed well in this study.