This study investigated acceptability and consumer segmentation of soy sauce and famous Korean dish, bulgogi. A total of 123 participants evaluated intensity of 18 attributes and sensory liking of 4 commercial soy sauce samples and bulgogi samples made by aforementioned soy sauces. The overall results showed that appearance liking was the only significant different attribute among soy sauce samples and there were no significant differences among bulgogi samples. Furthermore, there was little correlation between overall liking of soy sauce and bulgogi samples. However, different segments of consumer groups were found by cluster analysis. Four and five subgroups of consumers were identified on evaluation of soy sauce samples and bulgogi samples, respectively. These results demonstrated that consumers' different preference pattern. In conclusion, this study specified characteristics of commercial soy sauce perceived by consumers and consumers' acceptability toward soy sauces and bulgogi made using soy sauces.
Keywords: Bulgogi; Consumer acceptability; Flavor intensity; Soy sauce; US consumers.