Browsing by Author "Kamolnate Kitsawad"
  • Item
  • Item
    Combining means-end chain analysis and the portrait value questionnaire to research the influence of personal values on food choice
    (Elsevier Ltd., 2014) Kamolnate Kitsawad
    Personal values can be measured using quantitative or qualitative methods. This paper aims to investi- gate the attribute-consequence-value patterns collected from means-end chain analysis and to examine their relationship to personal value domains from Schwartz value theory measured through the use of the Portrait Value Questionnaire. The study was performed on two product categories, potato chips and orange juice, in which two value segments of opposing value domains were found, Conservatism and Openness to change clusters. There was consistency between means-end chain analysis results and the expected traits of the value domains. The Conservatism cluster embracing security, tradition, and confor- mity values sought financial security through saving money by paying more attention to price and selected familiar brands in order to avoid risks of spending extra money. The Openness to change cluster, which embraced hedonism and stimulation values, emphasized attaining pleasure and enjoyment in life through various consequences that branched out from a number of sensory product attributes. This study illustrates the compatibility between the two instruments. The use of means-end chain analysis con- firmed Schwartz’s definition of values as guiding behavior, and that values are ordered by relative importance.
  • Item
  • Item
  • Item
    Determination of suitable palate cleanser for spicy tom yum soup
    ( 2014) Kamolnate Kitsawad
    Palate cleansers are required in sensory tests as they help improve the accuracy for sensory responses especially for foods containing strong flavour. The objective of this study is to determine a suitable palate cleanser that can be used to relief spiciness in a Thai dish, tom yum soup. The untrained judges rated the spiciness of three levels of spicy tom yum soups before and after using five palate cleanser strategies, water, bread, unsweetened milk, 10 percent sucrose and nothing. One palate cleanser strategy was used per session, thus the judges performed a total of five sessions. All of the palate cleanser strategies have shown to exhibit the ability to relief spiciness of the tom yum soups where milk was most effective Thus, using milk as a palate cleanser strategy follow by a water rinse is considered to be one of the appropriate palate cleanser choices for spicy soup.
  • Item
    Focus group discussion and sorting technique for jasmine tea
    ( 2015) Kamolphan Ruengdej ; Kamolnate Kitsawad
    Jasmine tea is one of the most commonly consumed drinks in Thailand. Tea leaves are scented with jasmine flowers of which fragrance is absorbed. Jasmine tea currently available in Thai market is mostly in the form of dried leaf and tea bags, and a few are in the form of commercial PET bottle. The objectives of this present study were to examine consumer‟s concept of jasmine tea and to identify the attributes which consumers used to differentiate the jasmine tea. Fourteen commercial jasmine tea samples were included in this study. The samples were varied according to country of origin, tea base, and processing method of how jasmine was infused into the tea. A total of 24 tea drinkers were divided into 3 groups to discuss about their perceptions of jasmine tea. Then, jasmine tea samples were served, in random order, to each participant who was instructed to sort the jasmine tea samples according to similarities and differences in sensory characteristics using sorting technique. According to focus group discussion, it was found that the jasmine tea should be light yellow to brown color with sweet scent of jasmine flower, fresh aroma and flavor that led to relax and calm sensation with slightly sweet taste. Results from the sorting technique suggested that the important characteristics that consumers differentiate various jasmine teas were taste and aroma. The findings from this study would be beneficial for development of jasmine tea drinks for various consumer preferences
  • Item
  • Item
  • Item
  • Item
    Sensory characterization of instant tom yum soup
    ( 2016) Kamolnate Kitsawad ; Nasara Tuntisripreecha
    Kamolnate Kitsawad 5.86Assumption University of Thailand Nasara Tuntisripreecha Abstract Instant tom yum soups are widely available in the market in various forms, powder, paste, and liquid. Despite the similarity in the use of key ingredients, each product is unique in flavor. The aim of this study was to characterize the sensory profile of instant tom yum soup. Descriptive analysis was performed to examine the sensory profiles of 12 instant tom yum soups. Sensory descriptors were generated; appearance (color, amount of oil, cloudiness), aroma (modified lime, pungent, lemon glass, chili paste, sugar-boiled banana puree), taste (bitterness, spiciness, saltiness, sourness, sweetness), flavor (rancid, herb, coconut milk, kaffir-lime, galangal, orange peel), texture (swallow ability, amount of particle, oily mouth feel).
  • Item
    Sensory properties and consumer acceptance of imported and domestic sliced black ripe olives
    (Institute of Food Technologists, 2012) Kamolnate Kitsawad
    Table olives are healthy and nutritious products with high contents of monounsaturated fatty acids, phenolics, vitamins, minerals, and fiber. Understanding sensory cues affecting consumer preferences would enable the increase of olive consumption. The objectives of this study were to characterize the sensory properties of commercial sliced black ripe olives from different regions, including California, Egypt, Morocco, Portugal, and Spain, and to examine the preferences of California consumers for sliced black ripe olives. Sensory profiles and preferences for 20 sliced olive samples were determined using descriptive analysis with a trained panel and a consumer test with 104 users and likers of table olives. Aroma and flavor characteristics separated the olives according to country of origin, and were the main determinants of consumer preferences for sliced olives, even though the biggest differences among the samples were in appearance and texture. Total of 2 consumer segments were identified with 51 and 53 consumers, respectively, that both liked Californian products, but differed in the olives they disliked. Negative drivers of liking for both segments included alcohol, oak barrel, and artificial fruity/floral characteristics; however, consumers from Cluster 1 were further negatively influenced by rancid, gassy, and bitter characteristics. This study stresses the need for sound and appealing flavor quality for table olives to gain wider acceptance among U.S. consumers.