title: Classification and characterization of Japanese consumers' beef preferences by external preference mapping.
abstract: BACKGROUND
  Over the past few decades, beef producers in Japan have improved marbling in their beef products. It was recently reported that marbling is not well correlated with palatability as rated by Japanese consumers. This study sought to identify the consumer segments in Japan that prefer sensory characteristics of beef other than high marbling.
  
  
  RESULTS
  Three Wagyu beef, one Holstein beef and two lean imported beef longissimus samples were subjected to a descriptive sensory test, physicochemical analysis and a consumer (n = 307) preference test. According to consumer classification and external preference mapping, four consumer segments were identified as 'gradual high-fat likers', 'moderate-fat and distinctive taste likers', 'Wagyu likers' and 'distinctive texture likers'. Although the major trend of Japanese consumers' beef preference was 'marbling liking', 16.9% of the consumers preferred beef samples that had moderate marbling and distinctive taste. The consumers' attitudes expressed in a questionnaire survey were in good agreement with the preference for marbling among the 'moderate-fat and distinctive taste likers'.
  
  
  CONCLUSIONS
  These results indicate that moderately marbled beef is a potent category in the Japanese beef market. © 2017 Society of Chemical Industry.
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Keisuke
authors.initials: K
authors.lastname: Sasaki
authors.affiliation: Animal Research Center, Hokkaido Research Organization, Shintoku, Japan.
authors.forename: Motoki
authors.initials: M
authors.lastname: Ooi
authors.affiliation: Graduate School of Agriculture, Hokkaido University, Sapporo, Japan.
authors.forename: Naoto
authors.initials: N
authors.lastname: Nagura
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Michiyo
authors.initials: M
authors.lastname: Motoyama
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Takumi
authors.initials: T
authors.lastname: Narita
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Mika
authors.initials: M
authors.lastname: Oe
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Ikuyo
authors.initials: I
authors.lastname: Nakajima
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Tatsuro
authors.initials: T
authors.lastname: Hagi
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Koichi
authors.initials: K
authors.lastname: Ojima
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Miho
authors.initials: M
authors.lastname: Kobayashi
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Masaru
authors.initials: M
authors.lastname: Nomura
authors.affiliation: Institute of Livestock and Grassland Science, National Agriculture and Food Research Organization (NARO), Tsukuba, Japan.
authors.forename: Susumu
authors.initials: S
authors.lastname: Muroya
authors.affiliation: Fukuoka Agriculture and Forestry Research Center, Chikushino, Japan.
authors.forename: Takeshi
authors.initials: T
authors.lastname: Hayashi
authors.affiliation: Tochigi Prefecture Livestock & Dairy Experimental Center, Nasushiobara, Japan.
authors.forename: Kyoko
authors.initials: K
authors.lastname: Akama
authors.affiliation: Animal Research Center, Hokkaido Research Organization, Shintoku, Japan.
authors.forename: Akira
authors.initials: A
authors.lastname: Fujikawa
authors.affiliation: Animal Research Center, Hokkaido Research Organization, Shintoku, Japan.
authors.forename: Hironao
authors.initials: H
authors.lastname: Hokiyama
authors.affiliation: Graduate School of Agriculture, Hokkaido University, Sapporo, Japan.
authors.forename: Kuniyuki
authors.initials: K
authors.lastname: Kobayashi
authors.affiliation: Graduate School of Agriculture, Hokkaido University, Sapporo, Japan.
authors.forename: Takanori
authors.initials: T
authors.lastname: Nishimura
mesh_terms: D000328:Adult; D000368:Aged; D000818:Animals; D002417:Cattle; D003258:Consumer Behavior; D005260:Female; D005518:Food Preferences; D006801:Humans; D007564:Japan; D008297:Male; D008460:Meat / Q000032:analysis*; D008875:Middle Aged; D013649:Taste; D055815:Young Adult
keywords: Japanese; beef; consumer segmentation; marbling; preference mapping