Yerli ve Yabancı Yiyeceklerde Markalı ve Markasız Ürünlerin Duyusal Analizi, Tüketici Tercihleri (Sensory Analysis of Branded and Unbranded Products in Domestic and Foreign Foods, Consumer Preferences)

Hakan TEKİN; Burhanettin ZENGİN; Akın AKPUR; Tuna ÇAKAR; Yener GİRİŞKEN

doi:10.63556/jotags.2026.1815

Authors

Hakan TEKİN
Burhanettin ZENGİN
Akın AKPUR
Tuna ÇAKAR
Yener GİRİŞKEN

DOI:

https://doi.org/10.63556/jotags.2026.1815

Keywords:

Gastronomy, Sensory analysis, Hamburger menu, Fast food, Brand effect, Cultural preferences

Abstract

Consumers’ sensory evaluations are a significant factor directly influencing product preferences and purchasing behavior. This study examines the impact of consumers’ sensory evaluations on brand perception using quantitative research methods with a sample of 63 participants. The research aims to analyze whether branded and unbranded presentations of domestic and foreign hamburger menus differ in terms of sensory characteristics. Participants evaluated hamburger, French fries, and cola samples based on origin (domestic vs. foreign) and brand status (branded vs. unbranded). Sensory analysis was conducted according to taste, aroma, texture, mouthfeel, and overall acceptability criteria. The data were analyzed using frequency analysis and independent samples t-tests. The findings indicate that gender had a significant effect on the sensory evaluation of domestic and foreign cola, revealing notable differences in taste perception between male and female participants. In contrast, no significant gender-based difference was identified for French fries. Moreover, the higher ratings of domestic products in terms of taste and overall acceptability suggest that consumer preferences may be associated with cultural familiarity and emotional attachment. Examining products with complex flavor profiles strengthens the study’s contribution to the existing literature.

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