Attitude s towar ds pr oduc ts with he alth c laims c laims - PowerPoint PPT Presentation

Attitude s towar ds pr oduc ts with he alth c laims c laims -Synte tic r Synte tic r e por e por t fr t fr om F om F oc us gr oc us gr oup oup r e se ar c h-

Re spo nde nts. Who wa s ta rg e te d a nd why? • E L DE RL Y (pe o ple o ve r fifty) Be c a use it wa s e xpe c te d the m to ha ve mo re he a lth re la te d pro b le ms, due to the ir a g e . T his sho uld re sult in mo re a tte ntio n to he a lthy die t. • MOT HE RS o f c hildre n up to 15 ye a rs o f a g e Be c a use the y sho uld b e mo re a wa re ne ss o f he a lthy nutritio n in this g ro up, y y g p, sinc e the y a re in c ha rg e o f the ir c hildre n’ s e a ting .

Me tho do lo g y : re c ruiting pro c e dure T wo o r thre e re c ruite rs pe r c o untry. Re c ruitme nt wa s do ne fa c e to fa c e o r b y te le pho ne inte rvie w. T te le pho ne inte rvie w. T he numb e r o f pa rtic ipa nts pe r g ro up va rie d fro m 6 he numb e r o f pa rtic ipa nts pe r g ro up va rie d fro m 6 to 11. Re c ruitme nt q ue stio nna ire : • se ve n q ue stio ns c o lle c ting b a sic so c io -de mo g ra phic da ta two q ue stio ns tha t e limina te d a s po te ntia l disc ussa nts two q ue stio ns tha t e limina te d a s po te ntia l disc ussa nts (a ) ma rke ting o r fo o d e xpe rts (b ) pe rso ns who a re no t a wa re o f the ir fa mily’ s fo o d ( ) p y purc ha se a nd c o nsumptio n. • Blind re c ruitme nt pro c e dure (pa rtic ipa nts we re no t info rme d a b o ut the Blind re c ruitme nt pro c e dure (pa rtic ipa nts we re no t info rme d a b o ut the disc ussio n to pic ) in o rde r to a vo id se lf-se le c tio n a c c o rding to inte re st in fo o d a nd he a lthy fo o d in pa rtic ula r.

Me tho do lo g y : c o nduc ting the F GDs T ime line : • De ta ile d fo c us g ro uo p g uide line , with spe c ific instruc tio ns • Supe rvizing o f ma the ria l a c q uisitio n • Re c o rding a nd no te ta king fo r e ve ry g ro up • Co lle c ting a nd sto ring the ma the ria l (e .g . c o lla g e s) C ll ti d t i th th i l ( ll )

Me tho do lo g y: re po rting sync hro niza tio n • Re po rt te mpla te • Na tio na l re po rts • S Synthe tic re po rt h i

Go a ls o f fo c us g ro ups o n fo o d with he a lth c la ims • He a lthy life style , he a lthy die t y y , y • Mo de l o f fo o d purc ha se a nd fo o d c o nsumptio n • Purc ha se pro c e ss: info rma tio n tha t ma ke a diffe re nc e fo r b uye rs • Nutritive c la ims • He a lth c la ims • • Mo tive s fo r purc ha se a nd c o nsumptio n o f pro duc ts with h c Mo tive s fo r purc ha se a nd c o nsumptio n o f pro duc ts with h.c . • Ba rrie rs fo r purc ha se a nd c o nsumptio n o f pro duc ts with h.c . • Pe rc e ptio n o f typic a l c o nsume r o f pro duc ts with h.c . p yp p • F uture e xpe c ta tio ns

y e sults summar R

He a lthy die t, spo nta ne o us a sso c ia tio ns • All WBC, do mina nt a sso c ia tio ns: he a lthy fo o d, pra c tic ing physic a l a c tivity, c le a nne ss, e c o no mic a nd so c ia l se c urity. I I t is e sse ntial to have e c o no mic we ll b e ing in o rde r to b e he althy , (E t is e sse ntial to have e c o no mic we ll b e ing in o rde r to b e he althy (E lde rly, lde rly 58, Mac e do nia) Additio na lly , a ll WBC, e lde rly : pra c tic ing da ily ro utine s (i.e . so und sle e p, • re g ula r me a ls) a s we ll a s re stra int a nd mo de ra tio n: a life witho ut stre ss re g ula r me a ls) a s we ll a s re stra int a nd mo de ra tio n: a life witho ut stre ss, a lc o ho l, drug s a nd c ig a re tte s. Afte r re tiring pe o ple c o uld fre e ze o n so fa ( E lde rly 63, S lo ve nia)

F o o d ------He a lth He a lthy fo o d: Safe (sa fe ty issue mo re ra ise d in Ma c e do nia , Se rb ia & Mo nte ne g ro ) • ( f t i i d i M d i S b i & M t ) S f • L ike tho se c o o kie s we use d to g e t fro m Ame ric a. T he y we re made in 1944. the ir o wn war re se rve s. “ (Re tire d , 65, BI ( H). ) • “Pe o ple se ll pro duc ts that no b o dy c o ntro lle s fo r q uality. T he r is also the thing with sto ring the fo o d: during the summe r the y take o ut fruit, ve g e tab le s, g re e ns o n the side walk ne ar b usy c ro ssro ads the y sto re the juic e s and o il g re e ns o n the side walk ne ar b usy c ro ssro ads, the y sto re the juic e s and o il and the y do n't think ab o ut the he at, ab o ut the sun... “ (Ho use wife , 55, Mo nte ne g ro ) & he alth (mo the rs a re b e tte r info rme d o n up to da te nutritio na l Be ne fic ial for re c o me nda tio ns) re c o me nda tio ns)

Koncept zdrave hrane (ubaciti fotografije sa kolaža)

Nutritio na l la b e ls: wha t do the y te ll the c o nsume rs De ta ile d nutritio na l info rma tio n: q ua lity g ua ra nte e . I t indic a te s it ha s b e e n pro pe rly a na lyze d. I t is impo rta nt fo r it to b e tra nsla te d in lo c a l la ng ua g e . BUT T he re is no ha b it o f re a ding a nd no unde rsta nding o f nutritio na l la b e ls. No diffe re ntia tio n b e twe e n list o f c o nte nts, nutritio n fa c ts a nd o the r pro duc t info rma tio n a va ila b le o n pa c ka g ing . “I am no e xpe rt, it do e sn’ t me an anything to me ” (Mo the r, BI H 28) I f nutritio na l la b e ls a re re a d, the y a re sc rutinize d fo r NE GAT I VE I NF ORMAT I ON: da ng e ro us a dditive s o r pre se rva tive s. g p “I am se arc hing fo r the ‘ E ’ sig ns- if the re are to o many, no way I will b uy the pro duc t” (Ho use wife , S p ( e rb ia 53) )

Nutritio na l la b e ls: wha t do the y te ll the c o nsume rs De ta ile d sc rutinizing o f nutritive la b e ls: o nly fo r SOME pro duc ts a nd SOME po pula tio ns: • Only fo r a fe w pro duc ts, c o nsume rs kno w wha t to lo o k fo r c o nte nt- wise , the y a re a wa re o f q ua lity indic a to rs ( e .g . pe rc e nta g e o f c o c o a in c ho c o la te ) • Spe c ific sub po pula tio ns (c hro nic a lly ill, a lle rg y pro ne , o n spe c ia l die ta ry re g ime nt) a re fo rc e d to b e info rme d a b o ut nutritive c o nte nt: y g ) pe rc e nta g e o f fa t, sug a r, a lle rg e ns.

Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts)

Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts) All WBC • Dia ry pro duc ts: c o nsume rs fa milia r with b e ne fits o f lo w fa t, pro b io tic s a nd Dia ry pro duc ts: c o nsume rs fa milia r with b e ne fits o f lo w fa t, pro b io tic s a nd o me g a a c id e nric he d pro duc ts. • Juic e s: fa milia r with a dde d vita mins. BUT c o nside re d he a lthy “b y de fa ult”. • • Co o kie s: no me ntio n o f fib re s (who le we a t is so me time s me ntio ne d) Co o kie s: no me ntio n o f fib re s (who le we a t is so me time s me ntio ne d). Cho o se n he do nic a ly (ta ste ). BUT so me who le -we a t lo w sug a r pro duc ts o fte n pe rc e ive d a s ta sty.

Ra tio na lle fo r pro duc t c ho ic e (re g ula r vs HC pro duc ts) • L imita tio ns: a wa re ne ss, kno wle dg e . F F o o d fo r tho ug ht: T d f th ht T a ste ? Pric e ? (Co nsume r e xpe c ta tio ns? ) t ? P i ? (C t ti ? ) • Co nsume rs pre fe r fa milia r pro duc ts. Slo ve nia a nd Cro a tia : hig he r c o nsume r e thno c e ntrism • Dukat liq uid yo g urt b e c ause it is Cro atian b rand, Cappy o rang e juic e ag ain b e c ause it is Cro atian b rand and I think that the y have le ss pre se rvative s and additive s than impo rte d juic e s. Marg o lig ht yo g urt is my c ho ic e p j g g y g y b e c ause it has le ss c alo rie s.” (E lde rly, Cro atia) • “Cappy juic e , b e c ause it is Cro atian do me stic b rand marg arine o me g o l – b e st Cro atian b rand, has a fine taste , favo urab le ratio o f o me g a 3 and b e st Cro atian b rand has a fine taste favo urab le ratio o f o me g a 3 and o me g a 6, whic h is he althy Co o kie - dig e stive , the fine taste o f the c ake fo r the m ... the y are he althy, b e lie ve in c e re als.” (Mo the r, Cro atia) • “I trust do me stic pro duc ts muc h mo re that tho se impo rte d.” ( E i i ( lde rly, 51, S lo ve nia)

Food with health claims: typical consumer All WBC! (media stereotype?) female over 50 younger than 25 h well situated health problems health problems appearance appearance well informed urban trendy Elderly Mothers