Young customers’ organoleptic assessment of tomatoes with different geographic origins: A preliminary study

Purpose - The purpose of this paper is to present the organoleptic characteristics of cherry tomatoes from three different geographical areas, and to compare the differences/similarities of Slovenian tomatoes which are cultivated by utilising an innovative technology and have altered organoleptic characteristics, with other cherry tomatoes that are available on the Slovenian market and are of different geographical origin (Dutch and Spanish tomatoes). In an experimental study the authors determined the impact of price and organoleptic characteristics as a whole on the choice of tomatoes by young consumers. Design/methodology/approach - This experimental study is based on a sample of 27 young consumers, and it examines three hypotheses using three different quantitative methods: one-way ANOVA, chi 2 and logistic regression. Findings - The authors found that there were statistically significant differences between the perceived organoleptic characteristics of tomatoes grown in three different geographic areas. Young consumers assessed the organoleptic characteristics of the Slovenian tomatoes as the best, followed by the Dutch and Spanish tomatoes. The authors have found that there are statistically significant correlations between the organoleptic characteristics and the price, except for the firmness of tomatoes, which does not significantly affect the price. This cannot be said with regard to price, since there is no statistically significant relationship between this variable and the choice of tomatoes. Originality/value - The scientific contribution of this study is reflected in the evaluation and comparison of tomatoes from three different geographical regions, and in linking the perceived organoleptic characteristics of tomatoes with the price, and the final selection of tomatoes by the young consumers.