Modelling strawberry quality in a longitudinal study under the marketing concept of branding

摘要

Marketing strategies, such as branding, redefine how consumers perceive quality and create new requirements related to season length and quality homogeneity, among others. For short-day (SD) strawberry cultivar brands, the commercial season is short due to a dependency on temperature and photoperiod. A plausible strategy to extend the commercialization period is to use different varieties within a single brand; however, this has led to inconsistent quality in other fruit crops. A form of quality assessment to evaluate the impact of a multi-varietal brand on sensory quality is a critical longitudinal study with several sources of variability, such as the inherent variation among assessors and fruit replicates that can affect the reliability of the results. Therefore, this study aimed to develop a methodology to assess the sensorial and physicochemical quality of strawberry brands in two contexts: a short-term season composed of two SD cultivars and a long-term season with one SD and one day-neutral (DN) cultivar.