Influence of Brand Awareness on Sensory Perception of Fruit Juices
Influence of Brand Awareness on Sensory Perception of Fruit Juices

Summary/Abstract: The purpose of this study was to determine the effect of brand awareness on the sensory evaluation of some fruit juices. Seven juice brands were selected in a survey made among respondents aged 19-25 years in Gdynia. The trained evaluators, students of the Gdynia Maritime University, performed sensory tests of orange,apple and blackcurrant juices of each brand, in blind and non-blind conditions. The overall rating and sensory descriptors were determined on the 1-10 scale. The influenceof brand awareness on sensory impressions was mostly positive for the most popular and mostly negative for less popular brands. The significant descriptorswere specific taste, clarity, and sweet flavour. The regression equations for relations between overall juice rating and sensory descriptors were developed. The obtained results are important for sensory marketing and food producers.

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