Evaluation of the influence of the sensory characteristics and nutritional knowledge in the acceptance of mate tea

Abstract In the business field, marketing strategies focused on nutritional issues have been the main competitive advantage. Therefore the objective of this study was to evaluate the influence of the sensory characteristics and nutritional knowledge on the acceptance of mate tea, in order to identify consumer behaviour in relation to this type of information. Toasted mate tea was used, purchased in bulk at the local shops and prepared according to the manufacturer’s instructions, as described on the package. Thirty consumers were recruited for the affective acceptance test. Recruitment was via a questionnaire including questions about the profile of the consumers, consumption habits and willingness to participate in the survey. The sensory acceptance evaluations were carried out in two sessions (blind test and with information) using a nine point hedonic scale to evaluate the attributes of colour, taste, aroma and overall impression. Regarding the profile of the judges, 67% were female, 50% reported consuming mate tea rarely and 37% reported reading the nutritional information on the label. There were significant differences for the attributes of colour and flavour between the blind and informed sessions. It was concluded that the mate tea was well accepted by the participants and that nutritional knowledge positively influenced0 acceptance of the drink.

摘要 在商业领域中，聚焦营养议题的营销策略已成为核心竞争优势。因此本研究旨在评估感官特性与营养知识对马黛茶（mate tea）接受度的影响，以厘清消费者针对此类信息的消费行为。本研究使用的烘焙马黛茶购自本地商铺散装货品，并按照包装上标注的制造商指引进行冲泡制备。本次研究招募了30名消费者参与情感接受度测试，招募通过问卷完成，问卷内容涵盖消费者人口特征、消费习惯以及参与本次调查的意愿等问题。感官接受度评估分为两轮开展：盲测与信息提示测试，采用九点快感量表对色泽、滋味、香气及整体印象四项属性进行评价。关于受试消费者的人口特征：67%为女性，50%表示极少饮用马黛茶，37%表示会阅读包装上的营养信息。盲测与信息提示测试两轮间，色泽与风味属性的评价结果存在显著差异。研究结论表明，受试消费者对该马黛茶接受度良好，且营养知识水平对该饮品的接受度具有正向影响。