Sensory analysis in the food industry as a tool for marketing decisions

Maria Iannario (), Marica Manisera (), Domenico Piccolo () and Paola Zuccolotto ()

Advances in Data Analysis and Classification, 2012, vol. 6, issue 4, 303-321

Abstract: In the food industry, sensory analysis can be useful to direct marketing decisions concerning not only products, for example product positioning with respect to competitors, but also market segmentation, customer relationship management, advertising strategies and price policies. In this paper we show how interesting information useful for marketing management can be obtained by combining the results from cub models and algorithmic data mining techniques (specifically, variable importance measurements from Random Forest). A case study on sensory evaluation of different varieties of Italian espresso is presented. Copyright Springer-Verlag Berlin Heidelberg 2012

Keywords: Sensory analysis; Ordinal data; cub models; Italian coffee (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/s11634-012-0120-4

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