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

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 Different motives for dietary choices in West Balkan countries

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 Health Mood Sensory appeal claims -0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5 0

Natural Pr ic e -0.1 Convenience

-0.2

Weight control Fruit -0.3

-0.5

Consumer quantitative survey 0.7 CONSUMPTION OF FRUIT AND FACTORS FROM FCQ 0.6

0.5

0.4

0.3 Sensory appeal Once a day Health 0.2 Natural Once a w eek

0.1 Weight control Mood Convenience 0

-0.1 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1Familiarity 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 -0.2 Rarely or never -0.3 Pr ic e Once a month -0.4

-0.5 Ethical concern -0.6

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

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 -0.8 -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 0

-0.1 Convenience Pr ic e -0.2 Once a w ee k Once a month -0.3

-0.4

-0.5 Weight control

-0.8 Consumer quantitative survey CONSUMPTION OF TRADITIONAL DISHES AND FACTORS FROM FCQ

0.6

0.5

0.4 Familiarity 0.3 Mood Rarely or never Weight control 0.2

Convenience 0.1 -0.6 -0.5 -0.4 -0.3 -0.2Health -0.1 0Natural 0.1 0.2 0.3 0.4 0.5 0.6 Once a day 0

-0.1 Once a w eek

-0.2

Once a m onth -0.3 Sensory appeal

-0.4 Pr ic e

-0.6

Consumer quantitative survey CONSUMTION OF 4 PRODUCTS

64% 60

40 42% fruit 39% organic traditional 34% health claims 30 33% 30% 28% 26% 25% 20 22% 19%

13% 10 12%

4% 6% 0 2%

Consumer quantitative survey By your opinion (four products) + -

1234567 Bad Good

Pleasant Unpleasant

Unhealthy Healthy

Convenient Inconvenient for for consumption consumption

Tasteless Tasty

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

-0.6 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.

-0.5 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

-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.

-0.5 19 Consumer quantitative survey FRUIT

Consumer quantitative survey How often do you consume fruit? – Country

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%

70 68%

60 59%

40 Male Female 34%

26%

70 69%

65%

60 57%

18-34 40 35-54 35% 55+

30 29%

26%

72%

64%

60 60%

50 Elementary or less Secondary

40 Higher or University

33%

30% 30

25% 20

10 5%

64%

60% 60

40 Mediteranian Continental 32%

30 30%

10 7%

65%

63%

40 Yes No

30 30% 30%

Organic food is produced without adding pesticides, fertilizers, genetically modified organism and any other chemicals. The examples are: organic bread, honey, organic fruit and vegetables. Organic food has to have organic label, certification from official relevant institution. © 2009 Ipsos

Consumer quantitative survey How often do you consume organic food? - Country

45% 44%

37% 37%

34% 33% 33% Serbia 31% 30 Macedonia 28% 28% Montenegro 26% 27% BIH 24% 25% Croatia Slovenia

20 20% 20%

16% 17% 14%

0 Once a day Once a week Once a month Rarely or never 28 Consumer quantitative survey How would you personally define the term “organic food”? Organic food is produced….

Base: Total target population

without adding pesticides, fertilizers and any 44% other chemica

on the family farms with the traditional techniques 24% of produ

according to procedures and techniques that are 11% defined by t

provides the health to the people; contribute to 10% the environ

without using the genetically modified organism. 10%

29 Consumer quantitative survey Where do you most often buy the organic food?

Base: Total target population

On the green markets 27% 20%

Directly from the farmers 19% 20% Yes

11% In the supermarkets/ hypermarkets 18% On the green markets

In the specialized shops for the 4% 7% Directly from the organic food farmers

On the Internet 0% In the supermarkets/ hypermarkets 30% Other 12% activity agricultural Own In the specialized shops for the organic food 18% I do not consume organic food at all 16% No

21% Don''t know 2%

30 Consumer quantitative survey What is the main types of organic food you consume the most

Multiple answers; Base: Total target population

Fresh fruits 57%

Fresh vegetables 57%

Milk and dairy products 42%

Honey 33%

Bread 21%

The other products made out of 13% crops

Soft drinks 9%

Children food 3%

Other 1%

31 Consumer quantitative survey How often do you consume organic food? - Gender

34% 32% 30 29%

27% 26% 26%

Male Female 20

12% 12%

0 Once a day Once a week Once a month Rarely or never 32 Consumer quantitative survey How often do you consume organic food? - Age

37%

34%

32% 30 28% 27% 27% 26% 26% 24% 18-34 35-54

20 55+

14%

0 Once a day Once a week Once a month Rarely or never 33 Consumer quantitative survey How often do you consume organic food? - Education

36%

35 34%

32%

29% 30 31% 29%

26%

25 23% Elementary or less 22% Secondary

20 Higher or University

15 13%

12% 10 11%

0 Once a day Once a week Once a month Rarely or never 34 Consumer quantitative survey How often do you consume organic food? - Mediteranian/ Continental

40 38%

35 33%

27% 27% 25% 25

21% Mediteranian Continental 20

12% 12%

0 Once a day Once a week Once a month Rarely or never 35 Consumer quantitative survey How often do you consume organic food? – agricultural HH

44%

30% 30 28% Yes 27% No

24% 23% 20

14%

0 Once a day Once a week Once a month Rarely or never 36 Consumer quantitative survey TRADITIONAL PRODUCTS

Under traditional dishes we mean meals that are eaten throughout the year or at certain times of the year. It may also be connected with various celebrations and special occasions. Traditional meals are prepared and cooked according to old recipes that are transmitted from one generation to other, and they are prepared with care - in a way that belongs to national heritage. The meals are prepared from natural ingredients and are typical for specific places, regions or a country. These are dishes that are cooked or prepared either at home or in the home of family members and friends, or in a restaurant - like for example Sarma and cicvara/pita FOR BiH, Sarma and Grah FOR CROATIA, Sarma and Podvarak FOR MONTENEGRO, Sarma and Cevapcici FOR SERBIA, Ricet and Jota FOR SLOVENIA, Tavce gravce, sarma, punjena paprika FOR MACEDONIA. (In each country the questtionare will contain only the examples specified for that country). © 2009 Ipsos

Consumer quantitative survey How often do you consume traditional dishes?-Country

60 59%

50 47% 48% 46%

42% 42% 41% 40 38% 39% Serbia Macedonia 35% 34% Montenegro BIH 30 Croatia 26% Slovenia

14% 15% 13% 13% 13% 10 9% 10% 5% 6% 4% 3% © 2009 Ipsos 0 0% Once a day Once a week Once a month Rarely or never 38 Consumer quantitative survey Here is a list of items. Please indicate which 4 items are most related to traditional dishes in your opinion.

Multiple answers; Base: Total target population

50% Homemade 70% 15% Serbia 3% Family 50% 7% Tasty 50% 49% Healthy 45% 21% Macedonia 11% Heritage 37% 16% Country 29% 31% Family Safe 17% 12% Montenegro 8% Trust 15% 6% Everyday Everyday 12%

Country 64% 12% Special occasions 9% On-farm BIH production Local 11% 5% 6% No additives 11% Cheap 49% On-farm production 10% 10% Croatia Unpolluted Environment 8% 9% 6% Cheap 8% 57% Small scale of production 3% 5% Slovenia Well-known brand 2% 24% 4% © 2009 Ipsos Refusal 1%

39 Consumer quantitative survey How often do you consume traditional dishes? - Gender

43%

40% 40 40% 39%

30 Male Female

13%

14% 10

0 Once a day Once a week Once a month Rarely or never 40 Consumer quantitative survey How often do you consume traditional dishes? - Age

44% 44%

42% 40 41%

38%

33%

30 18-34 35-54 55+

16%

13%

10 12% 7%

0 Once a day Once a week Once a month Rarely or never 41 Consumer quantitative survey How often do you consume traditional dishes? - Education

46% 46%

42%

40 38% 36%

35%

30 Elementary or less Secondary Higher or University

15%

13%

10 12% 7% 6%

0 Once a day Once a week Once a month Rarely or never 42 Consumer quantitative survey How often do you consume traditional dishes? - Mediteranian/ Continental

42%

40% 40

34% 33%

30 Mediteranian Continental

20 19%

14% 13%

0 Once a day Once a week Once a month Rarely or never 43 Consumer quantitative survey How often do you consume traditional dishes? Agricultural HH

50 48%

42%

40 40%

35%

30 Yes No

16%

10 7% 8%

0 Once a day Once a week Once a month Rarely or never 44 Consumer quantitative survey HEALTH CLAIMS I will explain what we mean by products with health claims and I will give you some examples. Health claims that we see on product packages are claims that link a nutrient to a normal functioning of the body or a specific disease. An example of a health claim - High in calcium, Calcium helps build strong bones. Adequate calcium throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis. Please look at the picture of products with health claims. © 2009 Ipsos

Consumer quantitative survey How often do you consume products with health claims?-Country

38%

35% 35 35%

33% 32% 32% 31% 30 30% 27% 27% 26% 26% Serbia 25 24% 25% Macedonia 23% Montenegro 20% BIH 20 18% 19% Croatia 19% 19% Slovenia 18%

15 15% 14%

13% 10

0 Once a day Once a week Once a month Rarely or never 46 Consumer quantitative survey How often do you consume products with health claims?- Gender

36% 35

32%

27%

25 23% Male 22% Female 20 19% 22% 19%

0 Once a day Once a week Once a month Rarely or never 47 Consumer quantitative survey How often do you consume products with health claims?- Age

40 38%

34%

30% 30

27% 27% 25% 24% 18-34 21% 35-54 20% 20 55+ 19% 19% 17%

0 Once a day Once a week Once a month Rarely or never 48 Consumer quantitative survey How often do you consume products with health claims?- Education

40 39%

37%

32%

32% 30 27% 26%

Elementary or less 21% 21% Secondary

20 Higher or University 18% 19%

15%

14%

0 Once a day Once a week Once a month Rarely or never 49 Consumer quantitative survey How often do you consume products with health claims?- Mediteranian/ Continental

41%

33%

30 Mediteranian 26% Continental

22% 23% 19% 20 18%

17%

0 Once a day Once a week Once a month Rarely or never 50 Consumer quantitative survey How often do you consume products with health claims?- agricultural HH

36%

30 28% 30% 27%

22% Yes 20% No 20 19%

19%

0 Once a day Once a week Once a month Rarely or never 51 Consumer quantitative survey DoW – WP9 deliverable

D9.1 Report with frequencies and basic socio-demographic cross – tabulation with key findings and indication of statistical significance Month 30 (June) - delivered D9.2 Summary presentation of main results Month 30 (June) D9.3 Datasets in SPSS or ASCII format. Month 30 (June) - delivered © 2009 Ipsos

Consumer quantitative survey Processing of the data- WP9 status

Datasets in SPSS delivered – October 2010 Report with frequencies and basic socio-demographic cross tabulation and indication of statistical significance delivered – October 2010 Summary presentation with main results in PPT delivered Data available to all partners © 2009 Ipsos

Consumer quantitative survey Time table for future IPSOS activities on WP9

Draft WP9 deliverable in Word - to be delivered in May Your comments on WP9 deliverable by the end of May Final deliverable in June (Month 30 according to DoW) . Theoretical background, and tables . Importance of different motives for dietary choices in West Balkan countries: comparison between countries in the region and with Western European countries – factor analysis of Food Choice Questionnaire (FCQ) . Food choice differences in respect to different socio-demographic factors. Regression analysis to be used in order to estimate the influence of different socio-demographic factors and attitudes for selected food consumption (health concerns, ethical concerns, impulsive food consumption behavior) . Analyzing factors in impulsive food consumption scale © 2009 Ipsos

Consumer quantitative survey Discussion on further use of WP9 data

Any questions, comments, suggestions ….. Your involvement in further WP9 analysis . In publishing . In presenting data on the next Open Seminar . In analyzing the data for the future projects . In presenting data on the scientific conferences © 2009 Ipsos

Consumer quantitative survey