Influences of appearance characteristics on consumer acceptance and perception of “gu-soo” in fermented soybean paste (doenjang)

Doenjang is a traditional Korean soybean-based fermented food. Previous research indicates that appearance-related characteristics, such as color, number of beans, and bean-to-paste ratio, and moisture content, influence consumers' perceptions of traditional doenjang. The objective of this study was to determine the influence of appearance characteristics on consumer preference and gu-soo perception of doenjang. Four commercially available doenjang products from the same brand were selected, and appearance-related characteristics including color, the number of soybeans in a paste, and electronic eye color measurements were measured. Descriptive sensory analysis using a highly trained panel (n = 5) was conducted, followed by consumer acceptance testing (n = 76). Samples highly liked by consumers had strong sweet taste, and least like doenjang had darker color and greater numbers of beans in a paste. However, doenjang samples that were highly liked by consumers are not necessarily the samples perceived as gu-soo by consumers. While manufacturers' use of gu-soo to describe the sensory characteristics of doenjang is a common practice, this study reveals a disparity between consumers' perceptions of gu-soo and the manufacturer's advertising of gu-soo. This study reports divergence between the results for overall liking of doenjang and consumers' perception of the product being considered gu-soo. Practical Applications: The term “gu-soo” is widely used in Korea to describe the flavor characteristics of doenjang. This study focuses on factors affecting consumer acceptance and gu-soo perceptions of doenjang, revealing that the appeal of doenjang to the consumer does not necessarily align with consumers' perception of doenjang being gu-soo. The divergent sensory directions of consumer acceptance and doenjang being perceived as gu-soo suggest a potential change in direction in marketing doenjang in Korea.