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Consumer sensory perception of South African Chenin blanc wine

Mapheleba, Andiswa (2018-03)

Thesis (MScAgric)--Stellenbosch University, 2018.

Thesis

ENGLISH ABSTRACT: In the food and beverage industries, the understanding of consumer behaviour and the sensory characteristics of products are important to producers as they aid in the implementation of communication and marketing strategies. South African Chenin blanc is a white wine variety that is characterised by diverse sensory profiles, an attribute that is considered as a strength of the variety from a technical wine production perspective. Accordingly, the wine industry has become highly interested in gaining knowledge about the perceptions of consumers regarding Chenin blanc styles in particular. The main aim of this study was to investigate the sensory and overall perceptions of Chenin blanc wine among South African consumers. Sensory analysis was conducted on three different Chenin style wines, namely fresh, complex unwooded and complex wooded wines using descriptive analysis (DA) with a trained panel. Among consumers, free listing and CATA were carried out to explore their sensory perceptions through encouraging them to freely describe their tasting experience and the selection of the perceived of aroma attributes obtained from DA. Thereafter, an exploratory study with the aid of a survey questionnaire was conducted to obtain insights of the consumers’ consumption, purchase behaviour and general perceptions about Chenin blanc wine.. Industry professionals from different disciplines of the wine industry, participated in the study by providing their viewpoints on aspects regarding the position of Chenin blanc in the SA wine industry through a self-completed questionnaire. The sensory attributes that were mostly provided by the consumers in free listing were fruit, citrus, tropical, honey, wood, earthy, nutty and fresh. A significantly lower number of attributes was perceived by consumers with CATA. The important non-sensory attributes listed by the consumers included their emotions, context of usage (occasion) and pleasure. They generally displayed an inclination towards buying wines with simple sensory label descriptors. According to the industry professionals, wine labelling and initiatives by the SA wine industry should be simple and relatable. Furthermore, Chenin blanc would highly benefit from cultivar-specific shows, due to its wide wine style spectrum. This study contributed towards a better understanding of the perceptions of SA wine consumers about Chenin blanc wine of the two respondent groups to aid in the understanding of the market and the wine industry, as well as their prospective roles in the future of Chenin blanc in SA.

AFRIKAANSE OPSOMMING: In die voedsel- en drankbedryf is insig in verbruikersgedrag en die sensoriese eienskappe van produkte belangrik vir produsente, aangesien dit gebruik word in die implementering van verbruikerskommunikasie- en produkbemarkingstrategieë. Suid-Afrikaanse Chenin blanc wyn is ‘n witwyn variëteit wat gekenmerk word deur ‘n wye verskeidenheid van sensoriese profiele. Hierdie kenmerk word algemeen as ‘n positiewe kenmerk beskou vanuit 'n tegniese wynproduksieperspektief. Gevolglik is dit vir die wynbedryf belangrik om insig te verkry oor die persepsies van verbruikers oor Chenin blanc wyn. Die hoofdoel van hierdie studie was om die sensoriese en algehele persepsies van Chenin blanc wyn onder Suid-Afrikaanse verbruikers te ondersoek. Sensoriese analise is op drie verskillende Chenin wynstyle gedoen, naamlik vars, kompleks ongehout en kompleks gehout, met beskrywende analise (Engels Descriptive Analysis, DA) met 'n opgeleide sensoriese paneel. Onder verbruikers is die metodes vrye notering (Engels Free Listing) en Merk-alles-van-Toepassing (Engels Check-all-that-applies, CATA) gebruik om die verbruikers se sensoriese persepsies te verken deur hulle aan te moedig om hul proe-ervaring en die keuse van die waargenome aroma-eienskappe wat met DA verkry is, vryelik te beskryf. Daarna is 'n verkennende studie aan die hand van 'n opname-vraelys gedoen om insigte te verkry in verbruikers se verbruik, bestedingspatrone en algemene persepsies oor Chenin blanc wyn. Industriedeskundiges vanuit verskillende dissiplines van die wynbedryf het ook aan die studie deelgeneem deur middel van ‘n self-voltooide vraelys wat gehandel het oor die posisionering van die Chenin blanc variëteit in verhouding tot ander variëteite. Die sensoriese eienskappe wat die meeste deur die verbruikers met vrye notering genoem is, was vrugte, sitrus, tropies, heuning, hout, aards (Engels earthy), neutagtig en vars. 'n Beduidende kleiner aantal eienskappe is deur verbruikers waargeneem met die CATA metode Daar was ooreenkomste tussen die twee respondentgroepe (verbruikers en industriedeskundiges) in terme van hul persepsies oor Chenin blanc. Ten spyte van die feit dat die verbruikers oorwegend rooiwyn verkies het, was hulle oor die algemeen geïnteresseerd in Chenin blanc wynstyle en het hulle aangedui dat eenvoudige sensoriese beskrywings op botteletikette ‘n motivering sou wees om Chenin blanc wyn te koop. Volgens die industriedeskundiges behoort wynetikette eenvoudig te wees en van so ‘n aard dat die gewone verbruiker met die beskrywings kan identifiseer. Hulle was ook van mening dat die blootstelling van Chenin blanc onder die publiek baie voordeel sal trek uit kultivarspesifieke wynskoue weens sy wye wynstylspektrum. Hierdie studie het ‘n bydrae gelewer om die persepsies van die twee respondentgroepe te onderskat om te help met die begrip van die mark en die wynbedryf, asook hul voornemende rolle in die toekoms van Chenin blanc in SA.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/103719
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