The role of the knowledge of color and brand name on the consumer's hedonic ratings of tomato purees

The objective of study was to assess the influence of the knowledge of color and brand name on consumer response to tomato purees. From focus group interviews it was found that taste and odor of fresh tomato were the most important drivers of consumer choice. To quantify that information a questionnaire was developed and it was submitted to fifty consumers of tomato puree. The questionnaires answers confirmed those coming from the focus group, although same discrepancies were found with those derived from the consumer test. Results showed that color and brand name seemed to be more important than taste and odor of fresh tomato, in fact those attributes, when consumers were tasting samples, affected not only hedonic judgments but sensory perception as well. Finally physico-chemical parameters derived from instrumental measurements have been compared to sensory data by means of PCA in order to validate the consumers' assessment of sensory attributes of tomato puree.