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FACTORS AFFECTING PERSON PERCEPTION OF TASTE AND HOW IT HAS IMPACT TO THE TASTE IN FOOD
What are the factors affecting person perception of taste in restaurant setting?
People nowadays eat in public places more often than they ever have which lead to the rapid growth of the food industry due to high demand from society. There is no doubt that eating in public places such as restaurant, café, and mall is part of the modern lifestyle because it is more efficient and convenient. According to Spence (2015), there are few factors that can boost person experience and satisfaction of dining experience. This essay will discuss about factors affecting person perception of taste in restaurant setting and how it has impact to the taste in food.

One of the factors which is important in restaurant setting that affects the perception of taste is colour. Colour is defined as important product-intrinsic sensory que in setting a person expectation regarding the taste of food and drink (Spence,2015). For example, before people decide on something, they will see things based by its visual – one of which is colour. Once it attracts their attention, they will start making action. As with the food, it plays a huge role to increase one appetite. In addition, according to Kostyla et al. (2009) states few basic colours that is appealing to the sight; such as green indicates freshness and health, brown indicates wheat, and organic, red indicates sweet. However, there is one colour that happens to decrease one appetite, blue. It is often related to the deterioration of the food – the sign that the food goes bad. Spence (2015) emphasizes that colours not just something that is pleasant to the eyes. It changes the whole perception of the perceived taste of the food itself.

The second important factor affecting person perception of taste is service quality. Kotler (2003) states that service is defined as an act based on the interaction of the two individual; the provider and the receiver to fulfill their needs. There are few fundamental keys that contribute the quality of the service; e.g attentiveness, personal hygiene, responsiveness, reliability, empathy. According to Stevens et al. (1995) reliability is the crucial aspect followed by attentiveness, responsiveness, and empathy. Kusluvan (2003) states that service quality-the five fundamental keys are essential to influence customer perception, once it has been fulfilled it will lead to customer satisfaction and they would likely return. However, though it gives a good dining experience it does not really has impact to the taste of food.

The third important factor that significantly affects a person perception of taste is background music. Recently, background music has been commonly played in a lot of places, one of them is in the restaurant setting. Spence (2012) concludes that background music plays in a restaurant setting correlated to the time spent and the spending from customers and also helps to reduce anxiety. There are few types of music that can enhance a person perceives taste their food, the example are high pitched sounds like piano can increase the sweetness taste of the food, as for a low pitched sounds like brass is associated with a bitter taste. According to Bradley (2015) the types of music needs to have synergistic effect with the food being served make the flavor of the food more pronounce, such as playing high pitch or classical music when eating steak and desserts. Background music has a major effect to influence taste perception of a person.

The last important cue that has impact influencing a person perception is lighting. Lighting in a dining area affects the way food looks, which in turn affects the way the diners perceive flavors. It has large contribution to improve a person overall dining experience. Similar like music, lighting also has the ability to increase the time spent and spending from customers. In addition, Oberferd et al. (2009) held an experiment about wine tasting with two different lightings and found out that one wine tasted better with red colour light compared to the blue colour light. Because reddish colour light correlated with warmth and inviting while in contrary blueish light colour diminishes people appetite because blue colour is often associated with spoiled food. Thus when reddish colour light hits the food it will make the food more appealing because red has the ability to stimulate a person appetite.
In conclusion, factors affecting person perception of taste, in particular, colour, service quality, background music, and lighting play a vital role in improving the taste of food. This essay has discussed these four essential elements and the importance in dining setting, including how these elements influence customers perceived perception of taste. These four elements are necessary in improving customers dining experience which help to make the customers happy which makes the food taste better.Word counts:803References
Kostyla, S., Clydesdale, F., & McDaniel, M. (2009). The psychophysical relationship between colour and flavor. C R C Critical Reviews in Food Science and Nutrition,10(3),303-321.doi:10.1080/10408397809527253.
Kotler, P., (2003). A framework for marketing management. Upper Saddle River, N.J: Prentice Hall.
Kusluvan, S. (2003). Managing employee attitudes and behaviors in the Tourism and Hospitality Industry. Business and Economics.Spence, C. (2012). Auditory contributions to flavor perception and feeling behavior. Physiology & Behavior, 107(4), 505-515.doi:10.1016/j.physbeh.2012.04.022.Spence, C., & Deroy, O. (2013). On why music changes what (we think) we taste. i-Perception, 4(2), 137-140.doi:10.1068/i0577ic.

Spence, C., Wan, X., Woods, A., Velasco, C., Deng, J., Youssef,J., & Deroy, O. (2015). On tasty colours and colorful tastes? Assessing, explaining, and utilizing crossmodal correspondences between colours and basic tastes. Flavour, 4(23),17.

Stevens, P., Knutson, B., & Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.doi:10.1016/0010-8804(95)93844-K.

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