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Consumer Quantitative Survey -WP9 - © 2009 Ipsos 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 AND IMPULSIVE CONSUMPTION SCALE 0.6 0.5 0.4 I usually think carefully before I eat something. 0.3 If I eat something, I usually do that spontaneously. 0.2 Most of my meals are planned Rarely or never in advance. Once a day It is a struggle to leave nice 0.1 Once a week food products I see in the shop. 0 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0I sometimes 0.1 feel guilty 0.2after 0.3 0.4 0.5 0.6 having eaten something. -0.1 I usually only eat things that I If I see a new food product, I I only eat things that I really intend to eat. want to try it. think that my organism needs -0.2 them. -0.3 Once a month -0.4 I sometimes cannot suppress -0.5 the feeling of wanting food © 2009 Ipsos products I see in shops. -0.6 16 Consumer quantitative survey ORGANIC AND IMPULSIVE CONSUMPTION SCALE 0.5 I sometimes feel guilty 0.4 after having eaten something. 0.3 0.2 Once a m onth Once a day 0.1 Most of my meals are I only eat things that I If I eat something, I usually planned in advance. really think that my do that spontaneously. organism needs them. 0 -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 I usually only eat things If I see a new food -0.1 It is a struggle to leave that I intend to eat. product, I w ant to try it. I usually think carefully nice food products I see in Once a w eek before I eat something. the shop. -0.2 Rarely or never I sometimes cannot suppress the feeling of -0.3 w anting food products I see in shops. -0.4 © 2009 Ipsos -0.5 17 Consumer quantitative survey TRADITIONAL AND IMPULSIVE CONSUMPTION SCALE 0.4 It is a struggle to leave 0.3 I only eat things that I nice food products I see in really think that my the shop. organism needs them. Once a day 0.2 I usually only eat things 0.1 that I intend to eat. I sometimes cannot suppress the feeling of w anting food products I see in shops. 0 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 Once a week Mos t of my meals ar e I usually think carefully -0.1 If I eat something, I usually Rarely or never planned in advance. before I eat something. do that spontaneously. If I see a new food Once a month product, I w ant to try it. -0.2 I sometimes feel guilty -0.3 after having eaten something. © 2009 Ipsos -0.4 18 Consumer quantitative survey HEALTH CLAIMS AND IMPULSIVE CONSUMPTION SCALE 0.5 0.4 It is a struggle to leave 0.3 nice food products I see in the shop. Once a w eek 0.2 I sometimes feel guilty I sometimes cannot after having eaten suppress the feeling of I usually only eat things something. w anting food products I that I intend to eat. If I eat s omething, I us ually 0.1 see in shops. do that spontaneously. If I see a new food 0 product, I w ant to try it. -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 Rar e ly or ne ve r -0.1 Once a month Mos t of my meals ar e I only eat things that I -0.2 really think that my Once a day planned in advance. organism needs them. -0.3 I usually think caref ully before I eat something. -0.4 © 2009 Ipsos -0.5 19 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.
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