Visual Evaluation Factors of Pork Loin and Korean Consumer's Preference Choice

Digital photographs of 16 pork chops were taken and modified images to give 16 treatments: two levels of each of fat cover, color, marbling and drip. Consumers(n = 1,014) were randomly selected and a questionnaire asking for socio-demographic information was completed. Each consumer was asked to select preferred type from 16 treatments and this selection was repeated eight times. There were significant differences in pork selection among age, sex and occupation groups only except income levels. Pork preference choices were different in meat color, fat cover and drip depending on age group. Student consumers aging from 18 to 24 years preferred pork chop having darker color, thinner fat cover and more drip when compared to the other groups(p < 0.05). Male preferred pork having darker and more drip than female(p < 0.05). Marital status had a effect on the preference in meat color and drip. The consumers had different choice in color, fat cover and drip depending on occupation(p < 0.05). This results can provide a fundamental information for industries or processors to develop or produce pork that satisfy each target consumer group in the future.