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Research on the Ideal Profile of Lager Beer Products for Young Vietnamese Consumers Aged 18 - 28
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Abstract
The ideal profile method (IPM) is based on the assumption that there is a relationship between a product's preference score and the gap between its perceived intensity and its ideal intensity. According to this assumption, the more a product deviates from its ideal point, the lower the favorability score.. This study was conducted with the purpose of applying the IPM method in determining the ideal model for canned lager beer production in the Vietnamese market. The samples used in the study are five canned lager beer samples available on the Vietnamese market. 104 beer consumers participated in the experiment and rated the product based on 12 attributes. The experimental data was analyzed for consistency between sensory and pleasure along with building an ideal product map for beer products (Ideal Map). The results obtained help beer producers improve sensory quality and understand consumers' desires for ideal lager canned beer products to maximize consumer acceptances.
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Keywords
Ideal Profile Method, lager beer, Ideal Map, ideal intensity, Vietnam
References
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