Development of a Bakery Snack for Export from New Zealand to Malaysia
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Copyright is owned by the Author of the thesis. Permission is given for a copy to be downloaded by an individual for the purpose of research and private study only. The thesis may not be reproduced elsewhere without the permission of the Author. DEVELOPMENT OF A BAKERY SNACK FOR EXP ORT FROM NEW ZEALAND TO MALAYSIA A th esis presente d in partial fulfilment of the requirement for the degree of Doctor of Philosophy in Product Development LAI PAI WAN 1987 ABSTRACT The use of consumers in the product development system for developing a food product was investigate d. The investigation studied the technique s suitable for use with consumers and how well the development system worked in a cross-cultur al situation. A bakery snack was developed for export from New Zealand to Malaysia, targetted at two major ethnic groups, the Malay s and Chinese. In itial market research (including a consumer survey and a focus group ) provided general information on the eating of snacks by the Malay s and the Chinese . Multidimensional scal ing also provided general information on their perceptions of bakery snacks and uncovered an area for further development work . The initial market research findings indicated that the Mal ay s and Chinese were similar in the ir perceptions and preference s of bakery snacks . The ir purchasing patterns of bakery products from bread and cake shops were somewhat differ ent. Bread and cake were more popular among the Malays, while the Chinese bought more filled buns and currys puffs . Consumers generated 100 new product ideas for bakery snack s using brainstorming and nominal group techn ique. Both techn ique s were found to be useful under different conditions. The product ideas were reduce d to seven using a series of quantitative technique s. The final selection of a macaroni and minced meat pie for further development was made by Malay and Chinese consumer gr oups . Formulation of the pie was studied, using sensory profiling with fixed ''ideal s", by a small panel in New Zealand . The panel consisted of Malaysian students who had been in New Zealand for one or two years . Data obtained from the sensory profiling were used to derive empirical equations relating sensory attr ibute s and acceptability to ingredient levels , so that the formulation could be guided quickly and systematically . The final product was consumer te sted in Malaysia using a central location te st, focus gr oups and sensory profiling . iii Consumer input was useful in every st age of the development of the product . Their input was particularly important during the initial market research , the formulation stage and product test ing . It was concluded that consumers were best utilised in as many stages of the development of a consumer product as possible, using gr oups of 10-30 people . Most techn iques were found suitable for cross-cultural research . Ex ceptions occurred where questionnair es were involved (i.e. the initial consumer survey and the central location test ) where it_was found that Malays were reluctant to answer qu estions . Results from the different techniques at the various st ages of the project correlat ed well with few exceptions. The pie developed was acceptable to Mal aysians , both Malays and Chinese , but improvements are st ill necessary , particularly in the sensory properties before test marketing . The beef flavour was too strong and could possibly be reduced by decreasing the beef content and replac ing it with textured vegetable proteins . iv ACKNOWLEDGEMENTS As my maj or supervisor, Dr Mary Earl e has my deepest gratitude for her guidance . She has been a constant source of inspiration throughout the project. I wi sh al so to thank Dr Rester Cooper and Mr s Sandy West who were both my eo-supervisors who helped in their very special ways. I would like to acknowledge that th is research was made possible by a scholarship from Qu al ity Bakers (NZ) Ltd . Mr John Gould and Mr David Drake were particluarly helpful and understanding. Those who have contr ibuted, both directly and indirectly to th is project ar e far too many to mention . In parti c ular , I would like to thank: * Dr Lim Chin Lam and the School of Applied Sciences of th e Universiti Sains Malaysia in Penang. * the women in Penang who participated in the research. * th e students in New Zealand who were taste panelists. * Prof. E. L. Richards and the Department of Food Technology, Massey University. * the workers in the factory who assissted in the production tr ial * New Zealand Export Import Corporation. * Mr Dean Stockwell and the staff of the Food Technology Research Centre . * Victor , Kate and Pai Lin who helped in the crucial final stages and * Swee for his moral support. V TABLE OF CONTENTS ABSTRACT ii ACKNOVLEDGEMENTS iv TABLE OF CONTENTS V LIST OF TABLES xi LIST OF FIGURES xiii LIST OF APPENDICES xvi CHAPTER 1 1. PRODUCT DEVELOPMENT AND THE CONSUMER 1 1.1 Introduction 3 1.2 Food Product Developmen t 1.3 Consumer Inpu t in the Product Development System 5 1.4 The Pro�ect Objectives 8 10 2. PROJECT METHODS 10 2.1 The Method of Product Development 12 2.2 Preliminary Desk Study in New Zealand 12 2.2.1 Product areas for further investigation 13 2.2.2 Food habits and taboos 13 2.2.3 Image of local vs imported foods 14 2.2.4 Product form 14 2.2.5 Lack of refrigeration and baking facilities 14 2.2.6 Local competition 15 2.2.7 Summary of desk study 2.3 Screening 15 16 2.3.1 Literature review 2.3.2 Selection of techniques for screening 18 19 2.3.3 Selection of factors for screening 20 2.3.4 Sequential screening 21 2.3.5 Checklist screening 22 2.3.6 Probability screening 23 2.4 The Method of Formulation 2.4.1 Selection of raw ma terials 24 2.4.2 Formulation development 25 2.5 Production Trial 28 30 2.6 Costing and Pricing 30 2.6.1 Manufacturing costs 30 2.6.2 Distribution and selling costs vi 2.6.3 Comparison of price and costs 30 • 2.7 Consumer Inpu t in Project 31 3. ATTITUDES AND BEHAVIOUR OF HALAYSIANS TOYARDS SNACK FOODS 32 3.1 Use of Consumer in Market Research 32 3.2 Preliminary Focus Group 33 3.2.1 The use of focus groups 33 3.2.2 Experimental method 34 3.2.3 Discussion of product areas 34 3.2.3.1 Local tradi tional cakes (kuih) 34 3.2.3.2 Pastry products 35 3.2.3.3 Cake/biscuit mixes 3 5 3. 2.3. 4 Special vad ety· brea<is 36 3.2.3.5 European-style cakes 36 3.2.3.6 Pastry dough for bo th consumer and caterer 36 3.2.3.7 General comments by participants 36 3.2.4 Conclusions from the focus group 37 3.3 Survey of Halaysian Snacking Habits 38 3.3.1 Consumer survey objectives 38 3.3.2 Survey method 38 3.3.2.1 Design of survey questionnaire 39 3.3.2.2 Selection and training of interviewers 40 3.3.2.3 Pilo t survey 40 3.3.2.4 Organisation of the survey 40 3.3.2.5 Coding of results 41 3.3.3 Survey sample of respondents 41 3.3.3.1 Ethnic group and sex 41 3.3.3.2 Age group 41 3.3.3.3 Income group 42 3.3.4 General snacking habi ts 43 3.3.4.1 Number of respondents who snacked 43 3.3.4.2 Frequency of snacking 44 3.3.4.3 Situations for snacking 44 3.3.4.4 Types of snacks eaten 45 3.3.4.5 Places where snacks were bough t 46 3.3.4.6 Homemade snacks 4 7 3.3.5 Attitudes 4 9 3.3.5.1 Attitudes towards ea ting of snacks 49 3.3.5.2 Attitudes . to bread and cake shops 49 vii 3.3.5.3 Attitudes to ou tlets for bakery products 52 3.3.6 Conclusions from survey 52 3.3.7 Discussion of results from focus group and survey 53 3.3.8 Conclusions 55 4. PERCEPTIONS OF BAKERY SNACKS BY MALAYS AND CHINESE IN 56 MALAYSIA 4.1 Selection of Perceptual Mapping Technique 56 4.2 Multid imensional Scaling 59 4.2.1 Application of MDS to food products 59 4.2.2 Application of MDS to cross-cul tural research 6+ 4.3 Li teratuare Review on the Methodology for MDS 64 4.3.1 Da ta collection for MDS 64 4.3.2 Dimensionali ty of an MDS configuration 65 4.3.3 Interpretation of axes 67 4.3.3.1 Internal me thods of interpretation 68 4.3.3.2 Ex ternal methods of interpretation 69 4.4 Experimental Method 69 4.4.1 Selection of techniques for MDS 69 4.4.2 Selection of the consumers and the place for 70 MDS 4.4.3 Da ta collection for 12 products 71 4.4.4 Data collection for 18 products 72 4.4.5 Preference test ing wi th panelists in New 72 Zealand and consumers in Malaysia 4.5 Analysis of Data 7 3 4.5.1 MDS analysis 7 3 4.5.2 Dimensionality of MDS configuration 74 4.5.3 Interpretation of axes 76 4.5.3.1 External interpretation of axes by 76 subj ects 4.5.3.2 Hierarchical clustering 76 4.5.3.3 Internal subjective interpretation 81 4.5.4 Comparison of configurations using Procrus tes 82 analysis 4.6 Results 84 4.6.1 Comparison between ethnic groups 84 4.6.2 Comparison between KYST and INDSCAL 93 configura tions viii 4.6.3 Comparison between 12 and 18 product space 94 4.6.4 Preference result 95 4.6.4.1 Preference of consumers in Penang 96 96 4.6.4.2 Preference of pseudo-consumer panellists ..