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Summary Presentation of Main Results Grant Agreement no. 212579 FOCUS-BALKANS: Food Consumer Sciences in the Balkans: Frameworks, Protocols and Networks for a better knowledge of food behaviours FP7 Cooperation Work Programme: Theme 2 – Food, Agriculture and Fisheries, and Biotechnology Activity 2 Fork to farm FP7 KBBE 2007 2.1-02 DELIVERABLE N°9.2 SUMMARY PRESENTATION OF MAIN RESULTS October 2011 Editors Jasna Milošević, IPSOS, Serbia Deliverable lead beneficiaries IPSOS Co-authors Dominique Barjolle & Delphine Eynaudi, ETHZ, Switzerland Project co-funded by the European Commission within the Seventh Framework Programme (2007-2013) Dissemination Level PU Public X PP Restricted to other programme participants (including the Commission Services). RE Restricted to a group specified by the consortium (including the Commission Services). CO Confidential, only for members of the consortium (including the Commission Services). FOCUS-BALKANS DL 9.2_partie1.doc FP7 KBBE 2007 1 2 GA 212579 TABLE OF CONTENTS Introduction ..................................................................................................................................... 3 1. Presentation at the 1st open Seminar in Belgrade ............................................................ 4 2. Presentation at the 2nd Open Seminar in Brussels ............................................................ 56 FOCUS-BALKANS DL 9.2_partie1.doc FP7 KBBE 2007 1 3 GA 212579 Introduction The general objective of the Work package 9 is the analysis of the drivers and determinants of food consumption behaviour in the WBC. The aim is to measure the quantitative aspects that are identified in the four qualitative consumer studies, WP 5,6,7,8. The main purpose of this work package is, eventually to quantify with the same methodology the different aspects of food behaviour, image and values that are given to food product by local consumers and that would have been identified in the previous case studies work packages. The objective is to obtain quantifiable data on several aspects: • Understanding of consumer behaviour related to food (main habits, drivers and demands) – consumer purchasing, cooking and eating behaviour and habits, • Understanding of perceptions and attitudes concerning different aspects of food products – health dimensions, modern vs. traditional, attitudes toward special product categories (fruit, vegetables, meat and fish, fat, dairy products, bread…), • Understanding the implication of consumer trends for products in focus of our interest, • Understanding how people live and plan their lives – life style of consumers, • Understanding of consumers’ segmentation (concerning attitudes, demographic profile, psychology, purchasing models). IPSOS lead this quantitative study and frame the data collection process with the appropriate scientific requirements and methods. FOCUS-BALKANS DL 9.2_partie1.doc FP7 KBBE 2007 1 4 GA 212579 1. Presentation at the 1st open Seminar in Belgrade The 1st Open Seminar took place last October in Belgrade. It focused on the results of the quantitative survey undertaken by IPSOS Strategic Puls, which surveyed over 3 000 consumers in the WBCs. 120 participants attended this seminar, and 4 movies have been made and put on the web site of the project. FOCUS-BALKANS DL 9.2_partie1.doc Consumer quantitative survey -WP9 - © 2009 Ipsos 1 Consumer quantitative survey Quantitative research in FB The main aim of quantitative research of WP9 in Focus Balkans project is analysis of drivers and determinants of food consumption behavior in targeted segments (fruit, food with health claims, organic food and traditional food) in WBC To measure the quantitative aspects that are identified in the four qualitative consumer studies: WP 5, 6, 7, 8 To quantify with the same methodology different aspects of food behavior, image and values, that are given to food product by local consumers in all 6 WB countries © 2009 Ipsos Consumer quantitative survey Quantitative research in Focus Balkans – methodology Data collection method: ad hoc face-to-face survey, performed at respondents’ home Target population: citizens of WBC aged 18+ Questionnaire size: approx. 20 minutes Sample size: 3085 in total, around 500 per country Sampling frame: based on the data from Census, vital statistics and the migration data Sample type: national representative, 3-staged stratified sample © 2009 Ipsos Consumer quantitative survey THEORETICAL BACKGROUND The aim of the quantitative survey is not to test one specific theory, but to give more precise data about attitudes toward and consumption of targeted product in WBC. It is difficult for 4 product categories (fruit, organic, traditional products and products with health claims) to find one model which fits for explanation for consumption of all products. Different models are useful for different predictions: . Theory of Planned Behavior (Ajzen & Fishbein, 1980) – strong in predicting rational consumer behavior preceded by cognitive processes, wit high personal involvement . Different dual models: MODE model (Fazio, 1990; Fazio & Towles- Schwen, 1999) & Purchase cube model (Baumgartner, 2002) & In the dual-process model of (Kahneman, 2003) strong in predicting automatic, spontaneous consumer behaviors with low involvement . Situational theories that elaborates importance of situation and context (Meiselman, 2007; Bem, 1970) . ELM model © 2009 Ipsos Consumer quantitative survey Questionnaire structure © 2009 Ipsos Consumer quantitative survey Different motives for dietary choices in West Balkan countries Factors behind Food Choice Questionnaire . Health . Convenience . Price Sensitivity . Mood . Sensory appeal . Natural content . Weight control . Familiarity . Ethical concern © 2009 Ipsos Consumer quantitative survey High consumption of given products and factors from FCQ 0.5 0.4 Familiarity Ethical concern 0.3 0.2 Organic food 0.1 Traditional dishes Products with health HealthMood claims Sensory appeal 0 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 Natural Pr ic e -0.1 Convenience -0.2 Weight control Fruit -0.3 -0.4 -0.5 © 2009 Ipsos Consumer quantitative survey High consumption of 4 products and factors from FCQ © 2009 Ipsos Consumer quantitative survey CONSUMPTION OF FRUIT AND FACTORS FROM FCQ 0.7 0.6 0.5 0.4 0.3 Once a day Sensory appeal 0.2 Natural Health Once a w eek 0.1 Weight control Mood Convenience 0 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 -0.1 Familiarity -0.2 Rarely or never -0.3 Pr ic e Once a month -0.4 -0.5 Ethical concern -0.6 -0.7 © 2009 Ipsos Consumer quantitative survey CONSUMPTION OF ORGANIC AND FACTORS FROM FCQ 0.6 Familiarity 0.5 0.4 0.3 Sensory appeal Rarely or never 0.2 0.1 Ethical concern Once a day Pr ic e 0 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 Health -0.1 Mood Once a w eek Natural -0.2 Convenience -0.3 Once a month Weight control -0.4 -0.5 -0.6 © 2009 Ipsos Consumer quantitative survey CONSUMPTION OF PRODUCTS WITH HEALTH CLAIMS AND FACTORS FROM FCQ 0.8 0.7 0.6 0.5 Ethical concern 0.4 0.3 Familiarity Rarely or never 0.2 Natural 0.1 Once a day Mood Health Sensory appeal 0 -0.8 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 Convenience -0.1 Pr ic e -0.2 Once a w ee k Once a month -0.3 -0.4 -0.5 Weight control -0.6 -0.7 -0.8 © 2009 Ipsos Consumer quantitative survey CONSUMPTION OF TRADITIONAL DISHES AND FACTORS FROM FCQ 0.6 0.5 0.4 Familiarity 0.3 Mood Rarely or never 0.2 Weight control Convenience 0.1 Health Once a day Natural 0 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0.6 -0.1 Once a w eek -0.2 Once a m onth -0.3 Sensory appeal -0.4 Pr ic e -0.5 -0.6 © 2009 Ipsos Consumer quantitative survey 4 PRODUCT CATEGORIES © 2009 Ipsos Consumer quantitative survey CONSUMTION OF 4 PRODUCTS 70 64% 60 50 42% fruit 40 39% organic traditional 34% health claims 33% 30 30% 28% 26% 25% 22% 20 19% 13% 10 12% 4% 6% 2% 0 Once a day Once a week Once a month Rarely or never © 2009 Ipsos Consumer quantitative survey By your opinion (four products) + - 1234567 Bad Good Pleasant Unpleasant Unhealthy Healthy Convenient Inconvenient for for consumption consumption Tasteless Tasty Expensive Cheap © 2009 Ipsos Fruits Organic food Traditional dishes Products with health claims 15 Consumer quantitative survey FRUIT A portion of fruit is approximately 80-100 grams, for example an apple, two spoons of fruit salat or 1 glass freshly squeezed juice. © 2009 Ipsos Consumer quantitative survey How often do you consume fruit? – Country 80 73% 70 69% 69% 62% 60 59% 52% Serbia 50 Macedonia Montenegro BIH 40 41% Croatia Slovenia 35% 30 31% 29% 23% 23% 20 10 7% 5% 5% 5% 2% © 2009 Ipsos 3% 2% 2% 2% 1% 0 1% 1% Once a day Once a week Once a month Rarely or never 17 Consumer quantitative survey How often do you consume fruit? - Gender 70 68% 60 59% 50 40 Male Female 34% 30 26% 20 10 5% 4% 2% © 2009 Ipsos 1% 0 Once a day Once a week Once a month Rarely or never 18 Consumer quantitative survey How often do you consume fruit? - Age 70 69% 65% 60 57% 50 18-34 40 35-54 35% 55+ 30 29% 26% 20 10 6% 4% 4% 2% © 2009 Ipsos 2% 0 1% Once a day Once a week Once a month Rarely or never 19 Consumer quantitative survey How often do you consume fruit? - Education 80 72% 70 64% 60 60% 50 Elementary or less Secondary 40 Higher or University 33% 30% 30 25% 20 10 5% 5% 2% © 2009 Ipsos 1% 2% 0 1% Once a day Once a week Once a month Rarely or never 20 Consumer quantitative survey How often do you consume fruit? - Mediteranian/ Continental 70 64% 60% 60 50 40 Mediteranian Continental 32% 30 30% 20 10 7% 2% © 2009 Ipsos 4% 0 1% Once a day Once a week Once a month Rarely or never 21 Consumer quantitative survey How often do you consume fruit? – agricultural HH 70 65% 63% 60 50 40 Yes No 30 30% 30% 20 10 5% 2% © 2009 Ipsos 4% 0 1% Once a day Once a week Once a month Rarely or never 22 Consumer quantitative survey ORGANIC Organic food is produced without adding pesticides, fertilizers, genetically modified organism and any other chemicals.
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