Sensory Analysis as a Factor in Creating Brand Value of Food Products

Jelena Ivovic

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2011, vol. 57, issue 2

Abstract: Creating a brand involves a process in which many characteristics of a brand are defined, resulting in the brand being accepted and preferred by the target consumer group. Attributes must differentiate the brand from competitors’ brands, which by their diversity influence consumer’s senses. Through the senses people as individuals become aware of companies, products and brands, making a particular perception. Each sense has certain functions and marketing potentials, which in synergy achieve full experience of brand identity. When it comes to food buying behavior, preference of a consumer for a particular brand is not always its biochemical value of health probity. Psycho-physical factors play major role with the consumers - positive sensory stimulation, which is primarily affected by the pleasant smell and taste (aroma), an attractive natural color and appearance, freshness, texture and special nutritive value.

Keywords: Production; Economics (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ags:sereko:288757

DOI: 10.22004/ag.econ.288757

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