4 °C - the National Sea Grant Library
4 °C - the National Sea Grant Library 4 °C - the National Sea Grant Library
Table 3. Percentage of panelists who indicated that c=ed bighead carp was better &an or equal to other products - Comparison of precooking treatments. Comparison Product Better Than Not Don’t and Precook or Equal to as Good Know Mackerel Oven 20 3 77 Steam 18 4 77 Salmon TUB Oven 38 39 24 steam 45 32 24 Oven 62 38 0 steam 67 33 0 A~~d~~ about products obviously dictate purchase intentions. For similar-sized cans, prolix were asked whether they would be willing to pay as much for the bighead carp as other Responses to such bottom-line type questions provide insight into overall ce and attitude. Willingness to pay as much for a new product as traditional canned products is viewed as an overall positive for the product concept. Table 4 presents the ~r~~~~ges of panelists willing to pay as much for the two canned carp products as canned mackerel, salmon and tuna. Fifty-two percent indicated they would not pay as much for the oven-cooked carp as mackerel while 55% would pay as much as mackerel for the steam-cooked carp (Table 4). It should be noted that only 50 panelists answered the mackerel section of the willingness to buy questionnaire. With that and the fact that 70% of the panelists indicated they were unfamiliar with mackerel (Table 3), any comparisons with mackerel may not be valid. Obviously, some panelists unfamiliar with mackerel chose to guess rather than base their answer on experience. Comparisons with salmon and tuna should be more meaningful since 76% and lo@& of pmdists were familiar with salmon and tuna, respectively (Table 3). As Table 4 presents, 58 and 54% were not willing to pay as much for oven or steam-cooked carp as salmon, respectively. The *mgat mponse on willingness to pay was the comparison with tuna. Sixtythree and 67% said they would pay as much for oven or steam-cooked carp as ttma, respectively. These r’e~& itre encouraging S&Z tuna is the highest-volume canned fish product sold in the U.S. Table 4 a &&x&e there may be market potential for either of the canned carp products if either could be priced competively with canned tuna.
Table 4. Percentage of panelists willing (unwilling) to pay as much for canned bighead carp as for other canned fish products- Comparison of carp precooking treatments. Comparison Product and Precook Yes No Mackerel Oven Steam Salmon Tuna Oven Steam Oven Steam Directional Attribute Diagnostics 48 52 55 45 42 58 46 54 63 37 67 33 Because canned bighead carp likely would be in direct competition with canned tuna, a well liked product, it’s important that the potential “gold standard” carp product has the quality and sensory attributes most desired by consumers. Improvements to the carp products must be based on the reasons panelists may have preferred or rejected certain sensory attributes. Therefore, attitudes about product attributes were determined using just right scales as described by Meilgaard et al. (199 1). Just right scales allow assessment of the intensity of a particular attribute relative to some mental criterion of the panelist’s ideal for that attribute. Panel responses to the just right scales as applied to the attributes, color, aroma, salt level and firmness are presented in Table 5. Responses were mixed between the two carp products with respect to suggested directions for change for the attribute color.
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Table 4. Percentage of panelists willing (unwilling) to pay as<br />
much for canned bighead carp as for o<strong>the</strong>r canned fish<br />
products- Comparison of carp precooking treatments.<br />
Comparison Product<br />
and Precook Yes No<br />
Mackerel<br />
Oven<br />
Steam<br />
Salmon<br />
Tuna<br />
Oven<br />
Steam<br />
Oven<br />
Steam<br />
Directional Attribute Diagnostics<br />
48 52<br />
55 45<br />
42 58<br />
46 54<br />
63 37<br />
67 33<br />
Because canned bighead carp likely would be in direct competition with canned tuna, a well<br />
liked product, it’s important that <strong>the</strong> potential “gold standard” carp product has <strong>the</strong> quality and<br />
sensory attributes most desired by consumers. Improvements to <strong>the</strong> carp products must be<br />
based on <strong>the</strong> reasons panelists may have preferred or rejected certain sensory attributes.<br />
Therefore, attitudes about product attributes were determined using just right scales as described<br />
by Meilgaard et al. (199 1). Just right scales allow assessment of <strong>the</strong> intensity of a particular<br />
attribute relative to some mental criterion of <strong>the</strong> panelist’s ideal for that attribute.<br />
Panel responses to <strong>the</strong> just right scales as applied to <strong>the</strong> attributes, color, aroma, salt level and<br />
firmness are presented in Table 5. Responses were mixed between <strong>the</strong> two carp products with<br />
respect to suggested directions for change for <strong>the</strong> attribute color.
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