Investigation on consumer perception and acceptance of wheat beer using sorted napping and rate‐all‐that‐apply (RATA) questions

Abstract

SummaryThis study aimed to investigate consumer perceptions and acceptance of wheat beer products. Twelve samples were evaluated using the sorted napping (SN) (n = 44) to classify them based on similarity, and the samples were divided into six groups. Based on the SN results, six representative samples with different attributes were used for further consumer testing. The consumers (n = 102) rated the likings, and the intensities of the attributes were evaluated using rate‐all‐that‐apply (RATA) questions. Although the six samples were classified into different segments by SN, no difference was found in consumer acceptance. For the segmentation of consumer groups by their liking patterns of the samples, the consumers were divided into three clusters. Interestingly, the intensities of most of the RATA terms did not differ by cluster; however, the intensities of very few RATA terms were evaluated differently by cluster. In particular, S6 in Cluster 3, which had the lowest acceptability among the samples, was relatively high in bitterness and alcohol flavour. Characteristics such as bitterness and alcohol flavour, which can be affected by personal traits (e.g. sensitivity to bitterness), were related to the drivers of dislike for wheat beer products.