Consumer quantitative survey -WP9 -

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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,

2 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

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:

3 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. 2 minutes Sample size: 385 in total, around 5 per country Sampling frame: based on the data from Census, vital statistics and the migration data Sample type: national representative, 3-staged stratified sample

4 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, 198) strong in predicting rational consumer behavior preceded by cognitive processes, wit high personal involvement Different dual models: MODE model (Fazio, 199; Fazio & Towles- Schwen, 1999) & Purchase cube model (Baumgartner, 22) & In the dual-process model of (Kahneman, 23) strong in predicting automatic, spontaneous consumer behaviors with low involvement Situational theories that elaborates importance of situation and context (Meiselman, 27; Bem, 197) ELM model

5 Questionnaire structure

6 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

7 High consumption of given products and factors from FCQ Ethical concern Familiarity Organic food Products with health Health Mood claim s Natural Convenience Sensory appeal Traditional dishes Price -.3 Weight control Fruit

8 High consumption of 4 products and factors from FCQ

9 CONSUMPTION OF FRUIT AND FACTORS FROM FCQ Natural Once a day Once a w eek Health Sensory appeal.1 Weight control Mood Convenience Familiarity -.2 Rarely or never -.3 Price Once a month Ethical concern -.7

10 CONSUMPTION OF ORGANIC AND FACTORS FROM FCQ.6.5 Familiarity Sensory appeal Rarely or never.1 Ethical concern Once a day Price Health -.1 Mood Once a w eek Natural -.2 Convenience Weight control Once a month

11 CONSUMPTION OF PRODUCTS WITH HEALTH CLAIMS AND FACTORS FROM FCQ Ethical concern.4.3 Familiarity Rarely or never.2 Natural.1 Once a day Mood Health Sensory appeal Convenience Price Once a w eek Once a month Weight control

12 CONSUMPTION OF TRADITIONAL DISHES AND FACTORS FROM FCQ Familiarity.3.2 Mood Rarely or never Weight control Convenience.1 Health Natural Once a day Once a w eek Sensory appeal Price Once a m onth

13 4 PRODUCT CATEGORIES

CONSUMTION OF 4 PRODUCTS 7 64% 6 5 4 3 39% 33%

traditional health claims 2 1 19% 13% 12% 22%

14 CONSUMTION OF 4 PRODUCTS 7 64% % 33% 25% 28% 42% 34% 3% 26% fruit organic traditional health claims % 13% 12% 22% 4% 6% 2% Once a day Once a week Once a month Rarely or never

15 By your opinion (four products) + - Bad Good Pleasant Unpleasant Unhealthy Healthy Convenient for consumption Inconvenient for consumption Tasteless Tasty Expensive Cheap Fruits Organic food Traditional dishes Products with health claims 15

16 FRUIT AND IMPULSIVE CONSUMPTION SCALE I usually think carefully before I eat something. If I eat something, I usually do that spontaneously..2.1 Once a day Most of my meals are planned in advance. Once a week It is a struggle to leave nice food products I see in the shop. Rarely or never I sometimes.1feel guilty.2 after having eaten something 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 -.2 them Once a month I sometimes cannot suppress the feeling of wanting food products I see in shops

17 ORGANIC AND IMPULSIVE CONSUMPTION SCALE.5.4 I sometimes feel guilty after having eaten something..3.2 Once a m onth.1 Once a day Most of my meals are planned in advance. I only eat things that I really think that my organism needs them. If I eat something, I usually do that spontaneously I usually think carefully before I eat something. I usually only eat things that I intend to eat. Rarely or never If I see a new food product, I w ant to try it. Once a w eek I sometimes cannot suppress the feeling of w anting food products I see in shops. It is a struggle to leave nice food products I see in the shop

18 TRADITIONAL AND IMPULSIVE CONSUMPTION SCALE.4.3 I only eat things that I really think that my organism needs them. Once a day It is a struggle to leave nice food products I see in the shop..2.1 I usually only eat things that I intend to eat. I sometimes cannot suppress the feeling of w anting food products I see in shops Once a week Rarely or never If I see a new food product, I w ant to try it. If I eat something, I usually do that spontaneously. Most of my meals are planned in advance. Once a month I usually think carefully before I eat something. -.3 I sometimes feel guilty after having eaten something

19 HEALTH CLAIMS AND IMPULSIVE CONSUMPTION SCALE It is a struggle to leave nice food products I see in the shop. Once a w eek.2.1 I sometimes feel guilty after having eaten something. I sometimes cannot suppress the feeling of w anting food products I see in shops. I usually only eat things that I intend to eat. If I eat something, I usually do that spontaneously. -.1 If I see a new food product, I w ant to try it Rarely or ne ve r Once a month -.2 Once a day Most of my meals are planned in advance. I only eat things that I really think that my organism needs them I usually think carefully before I eat something

20 FRUIT A portion of fruit is approximately 8-1 grams, for example an apple, two spoons of fruit salat or 1 glass freshly squeezed juice.

21 How often do you consume fruit? Country % 69% 73% 6 62% 59% % 41% 35% 31% 29% Serbia Macedonia Montenegro BIH Croatia Slovenia 2 23% 23% 1 7% 5% 5% 5% 2% 3% 2% 2% 2% 1% 1% 1% Once a day Once a week Once a month Rarely or never 21

22 How often do you consume fruit? - Gender 7 68% 6 59% % Male Female 3 26% 2 1 5% 4% 2% 1% Once a day Once a week Once a month Rarely or never 22

23 How often do you consume fruit? - Age 7 69% 65% 6 57% % % 29% 2 1 6% 4% 4% 2% 2% 1% Once a day Once a week Once a month Rarely or never 23

24 How often do you consume fruit? - Education 8 72% 7 64% 6 6% 5 4 Elementary or less Secondary Higher or University 33% 3 3% 2 25% 1 5% 5% 2% 1% 2% 1% Once a day Once a week Once a month Rarely or never 24

25 How often do you consume fruit? - Mediteranian/ Continental 7 64% 6 6% % 3% Mediteranian Continental 2 1 7% 2% 4% 1% Once a day Once a week Once a month Rarely or never 25

26 How often do you consume fruit? agricultural HH 7 65% 63% Yes No 3 3% 3% 2 1 5% 2% 4% 1% Once a day Once a week Once a month Rarely or never 26

27 ORGANIC 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.

28 How often do you consume organic food? - Country 5 44% 45% 4 37% 37% 3 33% 31% 27% 24% 34% 33% 28% 26% 25% 28% Serbia Macedonia Montenegro BIH Croatia Slovenia 2 2% 2% 16% 14% 17% 1 12% 12% 1% 9% 11% Once a day Once a week Once a month Rarely or never 28

29 How would you personally define the term organic food? Organic food is produced. Base: Total target population without adding pesticides, fertilizers and any other chemica 44% on the family farms with the traditional techniques of produ 24% according to procedures and techniques that are defined by t 11% provides the health to the people; contribute to the environ 1% without using the genetically modified organism. 1% Refusal 1% 29

30 Where do you most often buy the organic food? Base: Total target population On the green markets 27% 2% Directly from the farmers 19% 2% Yes In the supermarkets/ hypermarkets 18% 11% On the green markets In the specialized shops for the organic food On the Internet Other I do not consume organic food at all % 7% 12% 16% Own agricultural activity No 4% 18% 3% Directly from the farmers In the supermarkets/ hypermarkets In the specialized shops for the organic food 21% Don''t know Refusal 2% 1% 7% 3

31 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 crops 13% Soft drinks 9% Children food 3% Other I do not consume organic food at all 1% 16% 31

32 How often do you consume organic food? - Gender 4 34% 32% 3 29% 27% 26% 26% 2 Male Female 12% 12% 1 Once a day Once a week Once a month Rarely or never 32

33 How often do you consume organic food? - Age 4 37% 34% 32% % 27% 27% 26% 26% 24% % 1 11% 11% Once a day Once a week Once a month Rarely or never 33

34 How often do you consume organic food? - Education 4 36% 35 34% 32% 3 31% 29% 29% 26% 25 23% 22% Elementary or less Secondary 2 Higher or University 15 13% 1 11% 12% 5 Once a day Once a week Once a month Rarely or never 34

35 How often do you consume organic food? - Mediteranian/ Continental 4 38% 35 33% % 27% 27% 2 21% Mediteranian Continental 15 12% 12% 1 5 Once a day Once a week Once a month Rarely or never 35

36 How often do you consume organic food? agricultural HH 5 44% % 3% 28% Yes No 24% 23% 2 14% 1 8% Once a day Once a week Once a month Rarely or never 36

37 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).

38 How often do you consume traditional dishes?-country 6 59% 5 48% 47% 46% 4 42% 38% 42% 41% 39% Serbia 34% 35% Macedonia Montenegro 3 BIH Croatia 26% Slovenia 2 14% 15% 13% 13% 13% 1 9% 1% 5% 6% 4% 3% % Once a day Once a week Once a month Rarely or never 38

39 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 Homemade Family 5% 7% Serbia 15% 3% 7% 5% Tasty Healthy Heritage Country Safe Trust Everyday Special occasions Local No additives On-farm production Unpolluted Environment Cheap Small scale of production Well-known brand Refusal 17% 15% 12% 12% 11% 11% 1% 8% 8% 3% 2% 1% 5% 45% 37% 29% Country Macedonia Montenegro BIH Croatia Slovenia 21% 11% 16% 31% 12% 8% 6% 9% 5% 6% 1% 9% 6% 5% 24% 4% 49% 64% 49% 57% Family Everyday On-farm production Cheap 39

40 How often do you consume traditional dishes? - Gender 5 43% 4 4% 39% 4% 3 Male Female 2 13% 1 14% 6% 6% Once a day Once a week Once a month Rarely or never 4

41 How often do you consume traditional dishes? - Age 5 44% 44% 4 41% 42% 38% 33% % 13% 1 12% 5% 7% 5% Once a day Once a week Once a month Rarely or never 41

42 How often do you consume traditional dishes? - Education 5 46% 46% 42% 4 36% 38% 35% 3 Elementary or less Secondary Higher or University 2 15% 13% 1 12% 7% 4% 6% Once a day Once a week Once a month Rarely or never 42

43 How often do you consume traditional dishes? - Mediteranian/ Continental 5 42% 4 4% 34% 33% 3 Mediteranian Continental 2 19% 13% 14% 1 5% Once a day Once a week Once a month Rarely or never 43

44 How often do you consume traditional dishes? Agricultural HH 5 48% 42% 4 4% 35% 3 Yes No 2 16% 1 8% 7% 3% Once a day Once a week Once a month Rarely or never 44

45 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.

46 How often do you consume products with health claims?-country 4 38% 35 35% 35% 3 32% 33% 3% 32% 31% 25 27% 26% 24% 23% 25% 27% 26% Serbia Macedonia Montenegro 2 19% 2% 18% 19% 18% 19% BIH Croatia Slovenia 15 15% 14% 13% 1 5 Once a day Once a week Once a month Rarely or never 46

47 How often do you consume products with health claims?- Gender % 32% 3 27% % 19% 19% 22% 22% Male Female Once a day Once a week Once a month Rarely or never 47

48 How often do you consume products with health claims?- Age 4 38% 34% 3 3% 27% 27% 25% 2 24% 2% 19% 21% % 17% 1 Once a day Once a week Once a month Rarely or never 48

49 How often do you consume products with health claims?- Education 4 39% 37% 32% 3 32% 26% 27% Elementary or less 2 21% 21% 19% 18% Secondary Higher or University 15% 14% 1 Once a day Once a week Once a month Rarely or never 49

50 How often do you consume products with health claims?- Mediteranian/ Continental 5 41% 4 33% 3 26% Mediteranian Continental 22% 2 23% 19% 18% 17% 1 Once a day Once a week Once a month Rarely or never 5

51 How often do you consume products with health claims?- agricultural HH 4 36% 3 3% 28% 27% 22% Yes 2 2% 19% No 19% 1 Once a day Once a week Once a month Rarely or never 51

52 DoW WP9 deliverable D9.1 Report with frequencies and basic socio-demographic cross tabulation with key findings and indication of statistical significance Month 3 (June) - delivered D9.2 Summary presentation of main results Month 3 (June) D9.3 Datasets in SPSS or ASCII format. Month 3 (June) - delivered

53 Processing of the data- WP9 status Datasets in SPSS delivered October 21 Report with frequencies and basic socio-demographic cross tabulation and indication of statistical significance delivered October 21 Summary presentation with main results in PPT delivered Data available to all partners

54 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 3 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

55 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

Consumer quantitative survey MOTIVES, VALUES, FOOD CHOICES

Consumer quantitative survey MOTIVES, VALUES, FOOD CHOICES MOTIVES, VALUES, FOOD CHOICES Jasna Milošević, IPSOS 1 Quantitative research in FB The main aim of quantitative research of WP9 in Focus Balkans project is analysis of drivers and determinants of food