The essence of aroma: Understanding the process of semiotic coding of food aromas

This paper describes research into how the smell of foods impact on consumers and relates this to product launches in Asia.

The essence of aroma: Understanding the process of semiotic coding of food aromas

Geeta R. LoboGfK ModeManjunath DesaiBritannia Industries

Introduction: Relevance of exploring aroma semiotics

The Asian market with its intricate and diverse food culture is not the easiest of markets to cater to for most food manufacturers. The growing significance of this region implies that it will be a key source of revenue for most global food brands. In such a complex food cultural environment, it is difficult to identify flavours which are both acceptable and create the right degree of differentiation to attract consumers in...

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