Preferences for poultry meat

Transcription

1 Preferences for poultry meat Consumer study in the Jakarta region December / January 2014 Gemma Tacken, Victor Immink, Dikky Indrawan, Harriëtte Snoek, Ujang Sumarwan

2 Content (1) Introduction and aim Most important findings Literature Method & sample design consumer survey Sample results Consumer perception of different outlets Consumer poultry meat purchasing behaviour and consumer motives for current purchasing behaviour

3 Content (2) Perception and knowledge food safety Trustworthiness information sources Conclusions Implications for the further project

4 Preferences for poultry meat Introduction and project aim

5 Background In Indonesia consumers have little awareness on safety and quality issues related to (poultry) meat production and consumption. The majority of the birds is slaughtered under poor hygienic conditions and sold to consumers on local wet markets or by street vendors. To develop this situation into a situation in which a large fraction of the animals reaches consumers via adequate cooled chains with higher food safety and quality levels, both the chain and the consumers food safety and quality perception need improvement.

6 Overall project objectives The overall objective of the Dutch-Indonesian Programme on Food security is to strengthen the food security situation in Indonesia for poultry meat and the dairy sub-sector. For poultry meat by: 1. Increasing consumer awareness on food safety and quality 2. Improve poultry processing standards The inception phase of the first goal of this work package, Consumer awareness on food safety and quality, aims to have an up-to-date insight in the consumer purchasing behaviour, outlet choice, motives for the current buying behaviour and opportunities and leads for an education and awareness program.

7 Study objectives More specific the inception consumer study has to get up-to-date insight in: 1. Consumer perception of different outlets: how are the different outlets perceived, what motives do consumers have to choose an outlet and what are the primary characteristics of the different outlets? 2. Consumer poultry meat purchasing behaviour: which poultry products are bought, how often, for what price and where are these products bought? 3. Consumer motives for current purchasing behaviour: why do they purchase specific products? 4. Opportunities and leads for an education and awareness program: what is the current knowledge on food safety and the perception and who would be trustworthy sources in communication?

8 Research approach Literature review is done to find out what already is known about consumer perceptions and behaviour with respect to poultry meat. A consumer survey in five different expenditure level groups in Jakarta on the relation between expenditure level, education, etc. and awareness on food safety and quality issues and purchasing behaviour affecting broiler chain developments. A so-called Knowledge, Attitude, Practice (KAP) survey is developed and implemented including a representative sample of customers of different outlets (wet markets, modern markets and street vendors) in predetermined economic strata in Jakarta and the Jakarta region. (work package 1.1) All interviews at wet markets and modern markets are done by computer added interviewing with ipads. The clients of street vendors are computer added interviewed at home.

9 Preferences for poultry meat Most important findings

10 General findings (1) This study confirms the results of former studies on: A growing market share for modern market since nearly 18% of the respondents changed from wet market and/or street vendor to modern markets as outlets Wet markets and street vendor are however relatively important in the distribution and sales of poultry meat. Poultry meat is an important protein source in lots of households. Sensory inspection and trust in the seller are the most important ways to judge safety The governmental communication on food safety is trusted.

11 General findings(2) This study contradicts or adjusts the results of former studies on: The outbreak of Avian Influenza had for nearly 50% of the respondents effect on consumption and buying behaviour. Although health is an important motive to buy poultry meat, food safety is not an important buying motive for choosing an outlet. That seems a contradiction, but it can be explained by the finding that the food safety of wet markets and modern markets is perceived as equal. So respondents feel positive about their current behaviour and expect that the chosen outlet delivers healthy and safe food. Modern markets are indeed preferred on quality products, convenience and price/quality relationships. But to make a change to modern markets the poultry meat assortment has to be attractive with quality products, a good price/quality relationship is necessary as well as trustworthy brands. Wet markets are perceived as more fresh and a better guarantee for halal meat.

12 General findings(3) This study adjusts the results of former studies on: Framing the results in the Theory of planned behaviour model (Ajzen, 2006, see paragraph method). The results learn that consumers are very satisfied with the poultry meat safety of the preferred outlet. So the respondents have a positive attitude towards their current behaviour and positive behavioural beliefs. Normative beliefs related to outlet choice are distance to outlet, price/quality perception and convenience perception related. On a more abstract level health and price are important motives for choosing poultry meat and in choosing an outlet. The intention to develop a campaign to change behaviour on base of the behavioural analysis. All above mentioned motives and believes are input for the communication campaign. To structure the aspects that are relevant the ELM-model is used. The study indicates that only respondents with a low expenditure level have feel difficulty to change their outlet choice. They mainly buy at street vendors. All other respondents don t feel this pressure. Motivation for change is relevant for all customers of street vendors and wet markets.

13 1. Consumer perception of current outlets Consumers Perception of food safety of respondents buying from street vendors is significant lower than for respondents buying from modern markets. Perception of wet markets on reputation and openness on safety, care of safety, attention and control of safety, are significant lower than for modern markets. Perception of respondents buying from wet markets and modern markets are indifferent for performance on food safety and selling safe poultry meat. Experts, however, judge wet markets lower for food safety, especially as modern markets are cooled chains. Therefore, respondents safety perception is not according to scientific viewpoints and respondents awareness of safety risks has to be created for poultry meat. Two groups of respondents can be distinguished: Traditional cultural viewpoints are leading for a group of consumers in choosing for the wet market. Others are led by freshness and halal guarantees of the wet market

14 2. Consumer poultry meat purchasing behaviour Top-3 products consumed: whole chicken 800 g-1,5 kg (57%); chicken breast (11%); chicken wings (6%) and further processed product in lower expenditure level groups. Poultry meat consumption increases with family expenditure level: more days per week, and larger quantities meat Wet markets are the most important sales point for poultry meat. Changes in sales points in past decade: from wet markets to street vendors (+ 15% in this sample), from wet markets to modern markets (+ 9% in this sample); from street vendors to modern markets (+ 7% in this sample); from street vendors to wet markets (+ 6% in this sample).

15 3. Consumer motives for current purchasing behaviour Safety is not a pivotal motive (both primary and secondary) in purchasing behaviour for any place of purchase (safety is least or not mentioned). Health motives are important, the motive: to keep one healthy, is at the third place, after nutritious and price in the general food choice motives for poultry meat. This is another indication that the relation between safe poultry meat and health is not fully understood or taken seriously. So the respondents have a positive attitude towards their current behaviour and positive behavioural beliefs. Normative beliefs related to outlet choice are distance to outlet, price/quality perception and convenience perception. On a more abstract level health and price are important motives for choosing poultry meat and in choosing an outlet.

16 4. Relations between outlet choice, demographics and purchasing behaviour In general street vendors are more popular in Jakarta, by younger people and people with lower expenditure levels. They are preferred because they are nearest and trusted, because they have fresh products. Street vendor clients are not price-oriented. Health-oriented people have a lower preference for modern markets and a higher preference for wet markets. Wet market clients are also price oriented and they hardly do consider modern markets. Price-oriented consumers have a higher preference for wet markets. Modern market consumers are (price/)quality oriented and convenience oriented. Another important reason to buy is that they don t like the other outlets.

17 5. Opportunities and leads for an education and awareness program Education and increasing awareness programs are necessary on: Product purchase. Increasing awareness and attention on safety aspects for different outlets. The way to make this possible goes through healthiness of poultry meat, that is very important for Indonesian consumers. Product handling after purchase. Increasing awareness, e.g. purchases at wet market and street vendors need immediate cooking, storage is a risk for one s health. Government authorities and consumer organisations should take the lead in these programs.

18 6. Consumer clusters (1) On basis of buying behaviour and poultry meat choice motives a consumer segmentation is made. This consumer survey 5 consumer clusters are identified, that all have their own motives to buy poultry meat at a certain outlet. Cluster Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Most important motives price/quality and habit price, nearest, halal, availability and fresh convenience, fresh and availability price, convenience, fresh, quality, price-quality, nearest, convenience, habit and halal quality is most important as well as price-quality, convenience, habit, and safe

19 6. Consumer clusters (2) The cluster analysis confirms that customers of wet markets and street vendors are sensitive for price, freshness and halal chicken. Per group targeted characteristics of other outlets have to be addressed to persuade these people to buy at another outlet. Motives can be a incentive for people to change. Some motives like nearest, are only to be changed if other chain partners open more modern markets near peoples home. Others like fresh and halal are partly assortment related but also perception related. In summary one can say that behavioural beliefs and normative beliefs are in most clusters dominant, which gives opportunities for change.

20 Implications for the campaign and further research (1) Consumers have currently the perception that the quality of poultry meat at wet markets and modern markets is comparable. If change of buying behaviour from wet markets and street vendors to modern markets is the objective the quality differences have to become clear to consumers. The habit that meat from street vendors and wet markets is prepared immediately decreases the risk of food safety problems, but still a substantial part of the consumers stores these products in the refrigerator. Consumers prefer an affordable (between Rp and Rp30.000) kampong chicken above broilers. Modern markets should include an affordable kampong chicken in their assortment, in order to make change attractive.

21 Implications for the campaign and further research (2) Campaigns should be motivated mainly from healthiness and affordability perspectives. Since both are important poultry meat choice motives. Education and increasing awareness programs are necessary on: Product purchase. Increasing awareness and attention on safety aspects for different sales points. Product handling after purchase. Increasing awareness, e.g. purchases at wet market and street vendors need immediate cooking, storage is a risk for people s health. Government authorities and consumer organisations should take the lead in these programs, since those organizations are most trusted.

22 Preferences for poultry meat Literature

23 Literature : Preference food outlets Indonesia or specific the Jakarta region A general trend is that the market share of modern markets (mini-market, supermarket, hypermarket) is growing in general, while the market share of wet markets declines in Indonesia. Advantages of modern markets include the wider range of goods, correct weight, guaranteed quality, food safety and cleanliness, competitive price, good service, and easier accessibility (USDA FAS, 2010). Most consumers prefer traditional stores for the purchase of fresh foods. Higher expenditure level levels are related to higher purchases at modern markets (Kato & Ota). A earlier study conducted in the Jakarta region showed that 36% of the consumers buy their weekly chicken meat mainly at wet markets, 10% from street vendors, and 19% purchase at supermarkets.(muladno & Thieme, 2009).

24 Literature: Poultry meat consumption Poultry meat comprehends 54% (Japfa, 2013) to 87% (Trenseno & Wijaya, 2012) of the meat consumption in Indonesia and intake shows an increasing trend. It is however low compared to other countries in south east Asia. The financial and monetary crisis of 1997/98 forced households to move to lower quality products, smaller quantities and reduced consumption of protein sources such as chicken (ACNielsen group 2004). Outbreaks of Avian influenza mid 2003 did not change level of consumption or place of purchase of poultry (Muladno & Thieme, 2009).

25 Literature: General food motives, the Food Choice Questionnaire (1) Consumers differ in the importance they attach food motives such as price, convenience, health, etc. (Steptoe et al, 1995). One study compared the importance of food motives in the Filipinos, Belgium, Hungary and Romania. For Filipinos, the most important were health, price and mood. Sensory appeal ranked on the fourth place. For the European consumers, sensory appeal is the most important factor, health, convenience and price were all among the five most important factors (Januszewska et al., 2011).

26 Literature: General food motives, the Food Choice Questionnaire (2) Taiwanese and (ethnically Chinese) Malaysian consumers rated Health, Natural Content, Weight Control and Convenience as the most important food choice motives. In contrast, Price was most important for Japanese consumers and Sensory Appeal for New Zealand consumers. Familiarity and Ethical Concern were considered least important by all countries except Japan, where ethical concern was rated as relatively important (Prescott et al, 2002). For Indonesia, health and convenience are mentioned as motives that will become increasingly important (USDA FAS, 2010; Hoffman and Chawthron, 2012)

27 Literature: Quality perceptions poultry meat by Indonesian consumers Visual inspection and trust in the seller were by far the most important ways for consumers to judge safety of poultry meat products (Muladno & Thieme, 2009) Smell, freshness, light color, texture, no pesticide use, no chemical processing, and government licensing were all considered very important attributes regarding clean and safe poultry meat products, the other attributes in this study: attractive packaging and a producer s label were considered less important by the respondents (Yusuf, 2010). The largest reason for consumers to purchase meat and eggs at the supermarket (25 to 27 per cent) was clean and good quality products, easier to access and more relaxing places to buy poultry meat. (Yusuf, 2010)

28 Literature: Importance of food safety Studies in Europe and the USA show food safety has become increasingly important (e.g. Röhr et al, 2005), food quality and safety are central issues in today's food economics (Grunert, 2005). Consumers' attitudes have been shown to influence and predict behaviour, however, different attitudes do not necessarily lead to behaviours that increase the safety of the food consumed (Wilcock et al., 2004). On food safety perception by Indonesian consumers no specific data have been found, yet.

29 Implications of the findings in literature for the consumer survey No recent studies exist, an up-to-date insight is preferred on all themes. None of the studies reviewed connects behaviour and motives of outlet choice to purchasing behaviour of products and motives for product choice. On food safety perception in relation to poultry meat no studies are found, so more insight is needed in consumer knowledge about food safety, food safety perception and product handling specific for poultry meat. More insights in trustworthiness of information sources is necessary to find out who must be the organiser and sender of the transition campaign.

30 Preferences for poultry meat Method and sample design consumer survey

31 Basic models for the questionnaire (1)

32 Theory of planned behaviour (Ajzen, 2006) The Azjen model was chosen as framework because it is a simple practical model that suits perfectly to the project goals and central questions in combination with the ELM model explained in the next sheets. Our primary assumption is that the relationships between behaviour and motives are most relevant for this project, and the relations between motives and intention and behaviour and intention have a lower relevancy, because: motives are also most relevant for the Elaboration Likely Hood model(next sheet), and intention has in earlier scientific studies on food lower correlations with behaviour than motives and behaviour. These lower correlations can be explained because food is in general a low involvement product, with a very short decision making process, in contrary to high involvement products. Next to that temptation is also relevant in consumer buying behaviour of food.

33 Basic models for the questionnaire (2) The Elaboration Likelihood Model (ELM) of Petty and Cacioppo (1986)

34 ELM (Petty and Cacioppo, 1986) From this model only the motivation to change and the ability to change is included in the inception phase. All other parts of the model are to be explained and implemented in the pilot phase later on in the project. This model gives insights in the steps to be taken and to be analysed in the pilot phase. To develop good pilots, necessary basic information is needed from the consumer survey in the inception phase. Especially insights in the perception of the different channels and the necessity that people feel to change from channel because of a difference in food safety perception is relevant. What s also relevant to find out is whether channel choice is expenditure level dependent or dependent on other variables that make it difficult for consumers to make changes on a short notice.

35 Method questionnaire A consumer questionnaire for face-to-face interviewing was designed (see appendix 1) with the following themes: Demographics Poultry meat consumption Motives for poultry meat consumption in general on basis of Food Choice Questionnaire (1995) Motives for purchasing poultry meat Perception of outlets, trust in information Knowledge about food safety (of poultry meat) Were possible, validated scales are used, so that the risk on respondent bias is as low as possible. Nearly all questions are nearly all closed questions to minimise analysis time, given the tight time slot.

36 Method sampling The questionnaires are conducted at retail outlets (wet markets, modern markets and at home (for clients of street vendors and to interview deciders in the high expenditure level group)) in the Jakarta region. At retail outlets, since consumer motives for buying are most reliable measured at the place of purchase. And in the Jakarta region, since that is more representative than only Jakarta, given the higher variability in expenditure level levels (xxx). The sample frame was to do 1036 face-to-face interviews according to the division presented on the next page.

37 Sampling frame before the survey expenditu re level per month % of sample Wet market Jakarta Modern market Street Vendor % of sample Jakarta Region Wet market Modern Market Street Vendor Total % of sample 60% 40% 30% 30% 40% 40% 30% 30% > Rp Rp Rp Rp Rp < Rp Total ,036

38 Sampling frame: explanation Since the literature indicates that the choice of retail outlet is expenditure level dependent, a representative sample of expenditure levels is aimed for in this study. Our hypothesis, on basis of the presented literature, is that most people visit wet markets and that relatively low percentages of the population buy at modern markets, specialty stores and at street vendors to buy poultry meat. However to have enough values in each cell specific targets are defined for each outlet type. The objective was to interview 1036 consumers in the Jakarta region in December 2013.

39 Preferences for poultry meat Sample results

40 Sampling results Expenditure level per month % of sample Wet market Jakarta Modern market Street Vendor % of sample Jakarta Region Wet market Modern Market Street Vendor Total % of sample 60% 40% 30% 30% 40% 40% 30% 30% > Rp Rp Rp Rp Rp < Rp Total

41 Typology of the respondents (n=1096) Typology Male/female Male 8% Female 92% Family Status Married 92% Single 6% Divorced 2% Occupation Housewife 55% Highest education High school 44% Elementary school 6% Entrepreneur 16% University 37% Employed 16% Junior School 12% Religion Muslim 93% Christian 6% Buddhist 1% Hindus 1%

42 Typology respondents on expenditure level groups Household expenditure level Rp <Rp Rp Rp Rp Rp Rp >

43 Typology respondents in the Jakarta region 1% 1% 39% 17% 1% 1% 1% 17% 23%

44 Typology respondents on retail outlet Where do you usually buy the poultry meat for your household? (%) Wet market Street Vendor Supermarket Hypermarket Mini Market Specialty Store

45 Sample notifications There is low variability in the sample on demographic characteristics: sex, family status and religion. Although the sample goals are strictly followed, every respondents purchase groceries at modern markets, chicken meat is mainly purchased at wet markets and street vendors (75% of the respondents buys usually chicken in these channels). The expenditure level distribution of the sample is a little bit skewed to the lower expenditure level groups < Rp in relation to the national statistics of Indonesia. In Jakarta more lower expenditure level respondents and less street vendor customers have participated than intended in the sample frame, while in the Jakarta region more high expenditure level respondents and less modern markets customers have participated than intended. All interviews are conducted at outlets. In the sample frame and realised interviews, modern markets are oversampled to have large enough cells

46 Implications sample notifications The low variability of demographic characteristics implicates that in the definition and description of consumer segments no differences in demographic characteristics are to be expected. The skewedness of the expenditure level distribution is not according to the national statistics, but for research purposes we have more robust information about this groups what helps the analysis and in getting insights in this group. The lower participation of street vendor customers in Jakarta and modern market customers in the Jakarta region is not problematic for analysis. Both groups are large enough for statistical analysis. The oversampling of customers of modern markets can give the impression that wet markets are less important than in reality.

47 Preferences for poultry meat Consumer perception of different outlets

48 The role of safety in primary and secondary motives for place of purchase First, respondents were asked to indicate their primary reason to buy chicken at the place they usually buy the chicken meat for their household. Second, respondents indicated other reasons (secondary motives) to buy chicken at this place. Third, respondents reported the change in their place of purchase in the past 10 years and what could be motives for change. Fourth, respondents indicated their three most imported pre-stated factors of quality.

49 Where do you usually buy the poultry meat for your household? (in %) Wet market Street Vendor Supermarket Hypermarket Mini Market Specialty Store

50 Why respondents buy poultry meat at this outlet? Wet market Street Vendor Supermarket Hypermarket Mini market Specialty Most often mentioned primary motive Quality Nearby Quality Price/ Quality Nearby Quality Fresh Price Convenience Convenience Quality Availability Convenience Fresh Nearby Quality Habit Fresh Price/ Price Trust Nearby Availability Price Price Trust Quality Trust Trust Price Convenience Halal Convenience Trust Nearby Fresh Nearby Habit Habit Fresh Safe Least often mentioned primary motive Halal Quality Halal Availability Availability Halal Safe Habit Price/ Quality Safe Habit Safe

51 Frequency primary and secondary motive safe in relation to other motives Motive Wet market Street Vendor Supermarket Hypermarket Mini market Specialty Price Quality Price/ Quality Trust Nearby Convenience Habit Halal Fresh Safe Availability Secondary: 57 Secondary: 5 Secondary: 12 Secondary: 13 Secondary: 0 Secondary: 3 Safety is not a pivotal motive in the purchasing decision of consumers in any market, both as a primary or as secondary motive.

52 Main motives for 2 nd places of purchase Wet market Street Vendor Supermarket Hypermarket Mini market Specialty Streetvendor (53%): Wetmarket (50%): Wetmarket (59%): Supermarket (42%): Supermarket (39%): Hypermarket (53%): 1. Nearby 1. Convenience 1. Fresh 1. Nearby 1. Fresh 1. Convenience 2. Convenience 2. Fresh 2. Price 2. Convenience 2. Price/Quality 3. Price/Quality 3. Price/Quality 3. Quality 4. Halal 4. Price/Quality Supermarket (24%): Supermarket (15%): Street Vendor (23%): Specialty (38%): Hypermarket (25%): Wetmarket (35%): 1. Convenience 1. Brand 1. Halal 1. Availability 1. Convenience 1. Halal 2. Quality 2. Quality 2. Fresh 2. Fresh 2. Quality 3. Price/Quality 3. Availability 3. Quality

53 Places of purchase in relation to demographics Street vendor Modern markets Wet markets Area Jakarta versus surroundings Age Expenditure level Area Jakarta versus surroundings Expenditure level Area Jakarta versus surroundings Respondents from the Jakarta area, younger respondents and those with lower expenditure level more often have street vendors as their primary place of purchase Respondents from the Jakarta surroundings, and those with higher expenditure level more often have modern markets as their primary place of purchase Respondents from the Jakarta surroundings, more often have wet markets as their primary place of purchase * Also significant in multivariate analyses Red coloured variables have a negative relationship with the primary place of purchase In general street vendors are more popular in Jakarta, especially by younger people with lower expenditure levels. Modern markets are for high expenditure levels.

54 Places of purchase in relation to general food motives Street vendor Modern markets Wet markets FCQ taste, price FCQ health FCQ health, price* Respondents who find taste and price important in their purchase of poultry meat more often have street vendors as their primary outlet. Respondents who find health less important in their purchase of poultry meat more often have modern markets as their primary outlet. Respondents who find health important and price less important in their purchase of poultry meat more often have wet markets as their primary outlet. * Also significant in multivariate analyses Red coloured variables have a negative relationship with the primary place of purchase In general price-oriented consumers have a higher preference for street vendors and a lower preference for wet markets. Health-oriented consumers have lower preference for modern markets and a higher preference for wet markets.

55 Places of purchase in relation to primary and second purchase motives Street vendor Modern markets Wet markets 1 st trust, nearest* 1 st price/quality, 1 st price, price/quality*, 2 nd price, price/quality*, convenience*, safe nearest*, fresh* nearest, convenience, fresh 2 nd price, quality*, trust, 2 nd price, price/quality* nearest, convenience, fresh Respondents who find trust, nearest, a good price/quality relation and fresh important and are not price or convenienceoriented more often have street vendors as their primary outlet. Respondents who find price/quality relation, safe, quality, trust and convenience and who are not price, fresh, or nearest oriented more often have modern markets as their primary outlet. Respondents who find price and fresh important and are not nearest or price/quality oriented more often have wet markets as their primary outlet. * Also significant in multivariate analyses Red coloured variables have a negative relationship with the primary place of purchase

56 Primary place of purchase in relation to reputation of outlets Street vendor Modern markets Wet markets Reputation wet markets*, Reputation wet markets, Reputation wet markets*, modern markets*, street modern markets, street street vendors vendors* vendors Respondents who rate the reputation of street vendors high and the wet markets and modern markets low, do more often choose street vendors as their primary place of purchase Respondents who rate the reputation of modern markets high and the wet markets and street vendors low, do more often choose modern markets as their primary place of purchase Respondents who rate the reputation of wet markets high and the street vendors low, do more often choose wet markets as their primary place of purchase * Also significant in multivariate analyses Red coloured variables have a negative relationship with the primary place of purchase In general reputation is related to place of purchase.

57 Key findings for motives for place of purchase The majority of hypermarket and minimarket customers have cooled chains as alternative. Safety is not a pivotal motive in the purchasing decision of consumers in any market, both as a primary or as secondary motive. For minimarket and speciality stores safety is not even mentioned. Freshness of the chicken is an important motive to buy at wet markets and street vendors. Convenience and quality of the chicken are important motives to buy at modern markets. Quality is a combination of right colour and smell, and firm feeling of the chicken.

58 Self-reported consumer changes in outlet choice in the past 10 years Current Market share Wet market Street Vendor Supermarket / Mini market Specialty hypermarket 51% 23.5% 10.5%/ 9.9% 2.6% 2.6% 9.3% 1% 14.9% 6% 0.5% 7% The biggest group changed from wet market and street vendors to modern markets (17,8%), what could implicate increasing preference for cooled chains. The second group changed in channel choice is from wet market to street vendors (14,9%), what could implicate that people don t want to be in contact with living animals. 1.4%

59 Dis-/Attractiveness of supermarket for poultry meat purchase Wet market Quality Convenience Price/Quality Motives to change to modern market Motives to change to wet market Modern market Price/Quality Fresh Halal Street vendor Availability Quality Brand Motives to change to modern market Motives to change to street vendor Modern market Quality* Fresh Halal * = preference for different type of poultry meat

60 Motives for change in outlet choice Modern markets can attract customers for buying chicken meat from both wet markets and street vendors by: increasing the fresh perception and improving guarantees on halal meat, since consumers have a lower trust in general that supermarkets have halal meat. Modern markets can attract wet market customers by: offering quality product by introducing a value for money product line of chicken products. Modern markets can attract street vendors customers by: offering branded products and having kampong poultry meat, perceived as better quality, for an acceptable price.

61 Preferences for poultry meat Consumer poultry meat purchasing behaviour and consumer motives for current purchasing behaviour

62 Consumption Consumers were asked to indicate their poultry meat intake on different aspects: Products purchased Quantity purchased per buying moment Average prices paid per kg. Intake of poultry meat on daily or weekly basis

63 Poultry meat product most bought: whole chicken 800 gr 1500 gr Parts, walking feet Parts, heads Processed chicken products (nuggets e.g.) Whole chicken, small size <800 grams Parts, legs upper part Whole chicken, big size > 1,5 kg Parts, legs lower part Parts, internal organs (liver, heart, intestine, kidney) Parts, wings Parts, chicken breast Whole chicken, medium 800grams-1,5 kg 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% % of mostly consumed poultry meat product

64 Product purchase <Rp Rp Rp Rp Rp > Rp Last time Mostly Last time Mostly Last time Mostly Last time Mostly Whole chicken, small size <800 grams Whole chicken, medium 800grams-1,5 kg Whole chicken, big size > 1,5 kg Parts, chicken breast Parts, wings Parts, legs upper part Parts, legs lower part Parts, heads Parts, walking feet Parts, internal organs (liver, heart, intestine, kidney) Further processed chicken products (like nuggets e.g.) Percentage of frequency mentioned per expenditure level group

65 Product top-3 per expenditure level group 250 Percentage of frequency mentioned per expenditure level group including correction for group size Rp > Rp Rp Rp Rp <Rp Whole chicken, medium 800grams-1,5 kg Parts, chicken breast Parts, wings Further processed chicken products (like nuggets e.g.)

66 Purchase quantity Family expenditure level per month Quantity (kg) poultry meat per purchasing moment Rp > Rp Rp Rp Rp <Rp

67 Prices paid for poultry meat products (kg) Wet Street Super Hyper Mini Specialty market Vendor market market market store Whole chicken, small size 25,120 29,000 <800 grams n.a. n.a. n.a. n.a. Whole chicken, medium 25,615 31,190 31,775 29,029 29, grams-1,5 kg n.a. Whole chicken, big size > 1,5 26,466 kg n.a. n.a. n.a. n.a. n.a. Parts, chicken breast 28,273 30,127 29,766 29,312 n.a. n.a. Parts, wings 29,205 29,343 31,166 n.a. n.a. n.a. Parts, legs upper part 29,714 30,640 n.a. n.a. n.a. n.a. Parts, legs lower part 28,777 27,500 30,000 24,000 n.a. n.a. Parts, heads n.a. n.a. n.a. n.a. n.a. n.a. Parts, walking feet n.a. n.a. n.a. n.a. n.a. n.a. Parts, internal organs (liver, heart, intestine, kidney) n.a. n.a. n.a. n.a. n.a. n.a. Further processed chicken products (like nuggets e.g.) 28,666 27,285 22,254 28,750 68,523 n.a. Each cell more than 5 observations are taken into account for trustworthiness of the (subjective) information provided.

68 Consumption and prices poultry meat The quantity purchased is expenditure level dependent, the higher the family expenditure level, the more meat is purchased The type of product purchased is also expenditure level dependent, the higher the family expenditure level the more whole chicken is purchased. The lowest family expenditure level group purchases relatively more chicken wings and further processed chicken like chicken nuggets. The wet market is perceived as the cheapest outlet for poultry meat, while the supermarket is perceived as the most expensive outlet for poultry meat.

69 Poultry meat consumption frequency related to family month expenditure level Rp > Rp Rp Rp Rp Daily 6 days per week 5 days per week 4 days per week 3 days per week 2 days per week 1 day per week 3 days per month 2 days per month 1 day per month <Rp % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

70 Poultry meat consumption frequency related to outlet choice Specialty Mini market Hypermarket Supermarket Street Vendor Daily 6 days per week 5 days per week 4 days per week 3 days per week 2 days per week 1 day per week 3 days per month 2 days per month 1 day per month Less than once per month Wet market 0% 20% 40% 60% 80% 100%

71 Consumption frequency Consumption frequency of poultry meat is expenditure level dependent, with more days per week consuming poultry meat. Frequent consumers of poultry meat tend to go more to the modern markets for poultry meat; incidental consumers of poultry meat tend to buy more from street vendors and on the wet market.

72 Key findings for consumption Whole chicken and chicken breast are the most favourite parts of a chicken. Consumption of poultry meat products is related to expenditure level, the higher the family expenditure level the more whole chicken is consumed. The lower the family expenditure levels, the more wings and further processed products are eaten. The higher the expenditure level the more often poultry meat is consumed per eating moment. This relationship between product and expenditure level is not price related, since parts are sometimes more expensive than whole chicken and sometimes very cheap. Frequent consumers of poultry meat tend to go more to the modern markets. Incidental consumers tend to buy more from street vendors and from the wet market.

73 Motives to buy poultry meat Consumers were asked: First, to give their opinion on validated statements from the Food Choice Questionnaire, with which insights are found in the main motives for choosing poultry meat. Second, the main quality determinants for poultry meat were asked

74 Motives for food choices for poultry meat Health Convenience keeps me healthy contains a lot of vitamins and minerals is nutritious is high in protein is easy to prepare can be cooked very simply Health motives are most important. This is confirmed by FAS, 2010; Hoffman and Chawthron, 2012) takes little time to prepare 3.87 smells nice 3.84 Sensory appeal looks nice has a pleasant texture Price is not expensive (affordable) 4.04 Familiar is what I usually eat is like the food I ate when I was a child Importance scale: 1= totally disagree 5= totally agree

75 Food choice motives per sales outlet, top-5 Health Convenience Sensory appeal Price Familiar Average sample Wet market customers Street vendor customers Supermarket customers Hypermarket customers keeps me healthy contains a lot of vitamins and minerals is nutritious is high in protein is easy to prepare can be cooked very simply 4 takes little time to prepare smells nice looks nice has a pleasant texture 5 is not expensive (affordable) is what I usually eat is like the food I ate when I was a child

76 Food choice motives and expenditure level, top-5 Health Average sample < Rp Rp Rp Rp Rp > Rp keeps me healthy contains a lot of vitamins and minerals is nutritious is high in protein Convenience Sensory appeal is easy to prepare 5 can be cooked very simply takes little time to prepare smells nice looks nice Price Familiar has a pleasant texture is not expensive (affordable) is what I usually eat is like the food I ate when I was a child

77 Most important quality determinants for poultry meat (times mentioned) Nr 1 Nr 2 Nr 3 Total mentioned (%) the colour is right the smell is right it s feeling firm texture the chicken is slaughtered after I choose the animal the temperature is still high (recently slaughtered) date of expiration the chicken is presented in a cooled environment the packaging is not damaged the brand The importance of visual inspection, light color, texture is confirmed by (Muladno and Thieme, 2009; Yusuf, 2010).

78 Key findings food choice motives and quality determinants for poultry meat Health and price are the most important food choice motives for poultry meat. There are no significant differences on expenditure level or preferred outlet on buying motives for poultry meat. Only supermarket customers find it important that the meat they buy is easy to cook and has a pleasant texture. Sensory appeal is not one of the main motives (slide 61) for buying poultry meat, but leading in quality determination (slide 64).

79 Preferences for poultry meat Perception and knowledge food safety

80 Perception and knowledge food safety Respondents were are asked their opinion on safety aspects (seven in total) for: Wet markets Street vendors Modern markets Safety of poultry meat was addressed by seven propositions on which the respondents gave their opinion on a scale of 1 = totally disagree, 3= Nor agree, Nor disagree, 5 = totally agree. Next to that questions are asked with respect to handling of poultry meat

81 Perception of safety for different markets Totally agree Wet market Street vendor Modern markets 2.0 Totally disagree reputation on safety performance on safety sell safe care of safety chicken meat special attention to safety control the safety openness regarding the safety No significant difference of mean total sample

82 Key findings for safety and markets Street vendors are perceived as significantly lower on safety than modern markets and wet markets. For reputation and performance on safety and safety of the products wet markets equal modern markets in the opinion of consumers in the Jakarta region. Wet markets perform significantly lower on care, control, attention en openness with regard to safety. These results reconfirm that respondents are not aware enough of safety, or take it seriously. Wet markets and street vendors are perceived lower for care, attention and control on food safety, but this doesn t affect the safety reputation and performance perception of consumers since most people still buy the poultry meat at the wet markets and street vendors.

83 Hygiene food safety knowledge When you are washing your hands appropriately, you decrease the risk on headache, diarrhoea and stomach pain. When the odour is strong and smelly, then the chicken is not safe. When the colour of the meat is white, grey and bright, then the chicken is safe. When the colour of the skin is white, yellow and clean, then the chicken is safe. When the expiration date is ok, then the chicken is safe. Street vendors are sufficiently open regarding the safety of chicken meat. When I buy the chicken fresh from modern markets there is no risk of illness. When I buy the chicken fresh from wet markets there is no risk of illness. When I buy the chicken fresh from Street vendors there is no risk of illness. When chicken meat is heated properly there is no risk of food safety Percentage of sample agreed

84 Product handling after purchase Percentage Prepared immediately Stored in refrigerator Average sample Wet market Street Vendor Supermarket Hypermarket Mini market Specialty Safety risk Safety risk Significant difference of product handling (p<.001): Mini market customers for all other sales outlets Wet market and street vendor customers different from supermarket / hypermarket / and specialty customers

85 Hygiene and information on safety Modern markets and wet markets are seen as nearly equal on risks of food safety. Street vendors are perceived as lower on risks of food safety. Kampong chicken (more yellow chicken) are perceived as more safe than broilers (white/grey chicken). Odour is an important safety indicator for Indonesian people. Washing hands and good heating is perceived as prevention for food safety risks. So it looks like if the respondents think it is not the vendor who determines safety but product handling at home. In relation to Western countries Indonesian consumers are low expiration date oriented.

86 Consequences Avian Influenza Consumers are asked how the outbreak of Avian Influenza has changed their buying behaviour.

87 Avian influenza and food choice 94% of the sample is aware of avian influenza For 46% of the respondents, avian influenza has changed buying behaviour of poultry meat: 17% (of sample) no longer buys the cheapest product 17% chooses the most clean stall at the wet market 11% no longer purchases at a street vendor 11% no longer buys chicken 4% purchases in a modern market instead of wet market 1% no longer purchases chicken alive For 47% avian influenza has NOT changed buying behaviour of poultry meat.

88 Key findings for hygiene and food safety Product handling and consumption differs by type of sales outlet chosen. Purchased meat at wet markets and street vendors is mostly immediately prepared for consumption. Only a minority stores these products in the refrigerator what implies a food safety risk. Purchased meat at modern markets and specialty stores is more often stored in the refrigerator. Knowledge on hygiene is in general around 90%, therefore room for improvement exists. 94% is aware of avian influenza, and 46% of the respondents has changed buying behaviour. People who changed behaviour started buying at supermarkets instead, paid more attention on hygiene and did not buy the cheapest product anymore.

89 Preferences for poultry meat Trustworthiness of information sources and target groups

90 Trustworthiness of information sources Consumers are asked how trustworthy information sources are if they would say something about the quality and safety of food.

91 Trust in information sources Most trusted source Least Trusted source National government (Ministry of Agriculture and Ministry of Health Food and Drugs Agency) My family YLKI (Indonesian consumer protection foundation) News from TV Program Slaughterhouse Other social environment: co-workers, friends Social Reference Groups (pengajian, arisan) Newspaper Sales person in modern market Sales person on a wet market Street vendor

92 Key findings trustworthiness of information sources Government authorities are trusted most on information on food safety. Therefore Ministry of Agriculture and Ministry of Health Food and Drugs Agency should be the sender of the campaign. All other sources tested could be supportive too, since none of the sources is declined in trustworthiness. It is surprising that slaughterhouses are trusted more than sales persons at wet markets and street vendors, while these are the people that they normally trust buying poultry meat. In relation to Western countries, the media are more trusted and suppliers of poultry meat are more trusted.

93 Consumer clusters found in food choice motives On basis of buying behaviour and poultry meat choice motives a consumer segmentation is made. In this consumer segmentation 5 consumer clusters are identified, that each have their similar motives to buy poultry meat. This analysis gives insights in how people can be motivated to change behaviour.

94 6. Consumer clusters (1) Cluster Most important motives Outlet choice Cluster 1 (50% of the sample) Cluster 2 (22 % of the sample) Cluster 3 (16% of the sample) Cluster 4 (7% of the sample) Cluster 5 (4% of the sample) price/quality and habit price, nearest, halal, availability and fresh convenience, fresh and availability price, convenience, fresh, quality, price-quality, nearest, convenience, habit and halal quality is most important as well as price-quality, convenience, habit, and safe wet markets and modern markets wet markets and street vendors wet markets wet markets and hypermarkets wet markets and modern markets

95 6. Consumer clusters (2) The cluster analysis confirms that customers of wet markets and street vendors are sensitive for price, freshness and halal chicken. Per group targeted characteristics of other outlets have to be addressed to persuade these people to buy at another outlet. Motives can be a incentive for people to change. Some motives like nearest, are only to be changed if other chain partners open more modern markets near peoples home. Others like fresh and halal are partly assortment related but also perception related. The sizes of the groups are more indicative that quantitative, since the sample is skewed to modern markets, given the research approach. In summary one can say that behavioural beliefs and normative beliefs are in most clusters dominant, which gives opportunities for change.

96 Preferences for poultry meat Conclusions

97 Conclusions on outlet choice Wet market is by far the most popular place to buy chicken meat, followed by street vendors. Safety is not a pivotal motive in the purchasing decision of consumers in any outlet. Modern markets can attract customers from both wet markets and street vendors by increasing the fresh perception and guaranteeing halal meats. Modern markets can attract wet market customers by offer quality product and value for money. Modern market can attract street vendors customers by offering brands and quality product. Wet market customers perceive modern markets better for safety of chicken meat, particularly on attention and control. Behavioural beliefs and normative beliefs are in most clusters dominant.

98 Conclusions on price Consumption of poultry meat increases with higher expenditure level, in higher expenditure level groups poultry meat is consumed more days of the week and in larger quantities. Average prices paid per kg chicken varies substantial throughout the different outlets, with to lowest price at the wet market and the highest price at minimarket. Supermarkets become attractive if they can offer a kampong chicken for an affordable price.

99 Conclusions on product Consumption of chicken is mostly whole chicken of 800 to 1500 gram, chicken breast, chicken wings or further processed chicken products. When expenditure level increases more often whole chicken is consumed and lesser often parts such as breast, wings and further processed products. Health and price are the most important food choice motives for buying poultry meat. Main quality attributes on place of purchase are sensory attributes like colour, smell and firmness.

100 Conclusion on food safety Customers purchasing poultry meat at wet markets and street vendors and store the product take a risk on food safety, but they don t feel so. 94% is aware of avian influenza, and because 46% has changed buying behaviour and paying more attention, to avoid contact with living chicken, paying attention on hygiene and not by buying the cheapest product. 17,8% changed from wet market or street vendor to modern market and 14,9% changed from wet market to street vendor. National government body s are perceived as most trustworthy on information about food safety and food quality, followed by family, and consumer organisations. Knowledge on hygiene is in general around 90%, therefore room for improvement exists.

101 Discussion and limitations Given the broad scope of the questionnaire, more detailed research can be necessary on knowledge about food safety and hygiene behaviour at home. In the communication goals only the trustworthiness of sources is tested. For developing an adequate campaign more insights in effectiveness and acceptability of education and campaigns programs is needed. For communication program development more in depth analysis of the clusters is necessary.

102 Preferences for poultry meat Implications for the further project

103 General findings (1) This study confirms the results of studies several years ago on: A growing market share for modern market since nearly 18% of the respondents changed from wet market and/or street vendor to modern markets as outlets Wet markets and street vendor are however relatively important in the distribution and sales of poultry meat. Poultry meat is an important protein source in lots of households. Sensory inspection and trust in the seller are the most important ways to judge safety The governmental safety plans are trusted.

104 General findings(2) This study contradicts or adjusts the results of former studies on: The outbreak of Avian Influenza had for nearly 50% of the respondents effect on consumption and buying behaviour. Although health is an important motive to buy poultry meat, food safety is not an important buying motives for choosing an outlet. The food safety of wet markets and modern markets is perceived as equal. Modern markets are indeed preferred on quality products, convenience and price/quality relationships. But to make a change to modern markets the poultry meat assortment has to be attractive with quality products, a good price/quality relationship is necessary as well as trustworthy brands. Wet markets are perceived as more fresh and a better guarantee for halal meat.

105 Findings relevant for the campaign and further research (1) Consumers have currently the perception that the quality of poultry meat at wet markets and modern markets is comparable. If change of buying behaviour from wet markets and street vendors to modern markets is objected the quality differences have to become clear. Per consumer cluster indications for motives are given. The habit that meat from street vendors and wet markets is prepared immediately decreases the risk of food safety problems, but still a substantial part of the consumers stores these products in the refrigerator. Consumers prefer an affordable (between Rp and Rp ) kampong chicken above broilers. Modern markets should include an affordable kampong chicken in their assortment, in order to make change attractive.

106 Implications for the campaign and further research (2) Campaigns should be motivated mainly from healthiness and affordability perspectives, since these are the entrance to safety. Education and increasing awareness programs are necessary on: Product purchase. Increasing awareness and attention on safety aspects for different sales points. Product handling after purchase. Increasing awareness, e.g. purchases at wet market and street vendors need immediate cooking, storage is a risk for people s health. Government authorities and consumer organisations should take the lead in these programs.

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