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Sensory analysis in the food industry as a tool for marketing decisions. (English) Zbl 1257.62124

Summary: 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. 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 forests). A case study on sensory evaluation of different varieties of Italian espresso is presented.

MSC:

62P30 Applications of statistics in engineering and industry; control charts
90B60 Marketing, advertising

Software:

CUB
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