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Co nsume r study o n fruit - I n de pth inte rvie ws - Ga ljina - - PowerPoint PPT Presentation

Jan 09, 2023 162 likes •384 views

F OCUS- BAL KANS Co nsume r study o n fruit - I n de pth inte rvie ws - Ga ljina Og nja no v, PhD Je le na F ilipo vic , MSc 1 Surve y o n fruit c o nsumptio n in Se rb ia T he surve y pe rio d: Oc to b e r-No ve mb e r 2009

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F OCUS- BAL KANS

Co nsume r study o n fruit

  • I

n de pth inte rvie ws -

Ga ljina Og nja no v, PhD Je le na F ilipo vic , MSc

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Surve y o n fruit c o nsumptio n in Se rb ia

  • T

he surve y pe rio d: Oc to b e r-No ve mb e r 2009

  • T
  • ta l: 30 pa rtic ipa nts

Sa mple struc ture a c c o rding to g e nde r, a g e , type o f the se ttle me nt a nd c o nsumptio n le ve l o f pa rtic ipa nts

Gender

Males 11 Females 19

Type of settlement

Urban 16 Rural 14

Age

15-25 9 26-45 11 45+ 10

Consumption level

Heavy consumption 6 Moderate consumption 21 Light consumption

3

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T he first re sults

  • Sponta ne ous a ssoc ia tions of he a lthy life style a nd

we ll ba la nc e d die t

  • F

ruit c onsumption in g e ne ra l

  • Motiva tion for fruit c onsumption
  • Pe rc e ive d ima g e of e a te rs a nd non e a te rs of fruit
  • Informa tion on nutritive va lue of fruit a nd its role in a

we ll ba la nc e d die t

  • Shopping ha bits
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Sponta ne ous a ssoc ia tions of he a lthy life style a nd we ll ba la nc e d die t

HE AL T HY L I F E Ge ne ra ly:

  • He a lthy life style =

he a lthy fo o d + physic a l a c tivity Spo ra dic a lly:

  • He a lthy life style = fruit +

ve g e ta b le s + va rie d die t + usua l rhythm o f da ily a c tivitie s (me a ls, g o ing to b e d a nd g e tting up a t the sa me time e ve ry da y)

WE L L BAL ANCE D DI E T

  • F

ruit+ve g e ta b le s

  • Va rie d a nd b a la nc e d

die t

  • Me n usua lly me ntio n

me a t inta ke

  • Wo me n spo nta ne o usly

me ntio n ha ving mo re me a ls a da y (3-5)

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Ge ne ra l c o nsumptio n o f fruit: fre sh fruit

  • T

he most ofte n c onsume d fruit

  • T

he fa vourite fruit

me n

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Ge ne ra l fruit c o nsumptio n: pro c e sse d fruit a nd drie d fruit

  • Pro c e sse d fruit
  • Ja m is usua lly c o nsume d a s

me a l, swe e ts o r a s a n ing re die nt fo r c a ke s a nd de se rts

  • Pe o ple drink juic e s a t ho me ,

a t frie nds’ ho use , a t wo rk o r a t c a fe s

  • Ca nne d fruit (pine a pple ) is

ra re ly e a te n (wo me n, 40+)

  • Drie d fruit
  • T

he le a st c o nsume d o f a ll studie d fruit c a te g o rie s

  • Asso c ia te d to winte r, fa st

a nd ho lida ys (Christma s)

  • T

he mo st o fte n a re c o nsume d: plums, ra isins a nd fig s

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Mo tiva tio n fo r fruit c o nsumptio n

Sponta ne ously me ntione d motive s He a lth Ple a sure Ple a sa nt ta ste

RURAL URBAN

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T he mo st a nd the le a st impo rta nt mo tive s fo r fruit c o nsumptio n: fre q ue nc y a nd a ve ra g e ra nk o f sig nific a nc e

DIF F E RE NCE S BE T WE E N URBAN/ RURAL AND ME N/ WOME N: urba n popula tion is ma inly c onsiste d of he donists (sa tisfa c tion a nd ta ste ); rura l popula tion is more c onc e rne d a bout he a lth; me n e mpha size sa tisfa c tion, while wome n pre domina ntly think of he a lth

Motives The most important (f) Average rank (f) The least important Taste 27 2.18 Health and disease prevention 27 2.22 Pleasure 20 3.35 2 Diet habits 19 2.56 5 Convenient for eating 12 4.25 8 To be in a good shape 12 3.17 12 The appearance of the fruit 11 3 18 Convenient for preparation 6 3.83 16 Tradition 5 4.4 18 Convenient for storage 4 4.5 19 Convenient for purchase 3 3.33 21 Out of home 3 5 15 Body shape and beauty 2 3 15

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T he ma in b a rrie rs fo r fruit c o nsumptio n

Spo nta ne o usly me ntio ne d b a rrie rs T he la c k o f time No n e xiste nc e o f the ha b it to e a t o n the mo ve Othe r sig nific a nt re sults: F ruit is mo stly e a te n a t the ho me Pe o ple e a t fruit impulsive ly – whe n the y se e it o n the ta b le

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T he ma in b a rrie rs fo r fruit c o nsumptio n a c c o rding to fre q ue nc y a nd a ve ra g e ra nking

DIF F E RE NCE S BE T WE E N URBAN/ RURAL AND ME N/ WOME N: rura l popula tion ra nk a va ila bility on hig he r pla c e tha n urba n popula tion with re g a rd to ba rrie rs; ma n c onside rs a va ila bility slig htly more importa nt tha n wome n do

Barriers The most important (f) Average rank Availability 25 2.16 Price 22 2.68 Safety (pesticides) 20 3.3 Inconvenient for storage 15 3.87 Inconvenient for consumption 13 3.46 Inconvenient for preparation 11 3.18 Taste 10 2.5 Out of home 10 2.8 Allergies 9 3.44 Inconvenient for purchase 6 3.33

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I ma g e o f pe o ple who c o nsume fruit – pro je c tive te c hniq ue

Domina nt ste re otype re fe rring to pe ople who e a t fruit is tha t the y a re slim a nd he a lthy, g ood looking a nd a ttra c tive – the y ha ve be a utiful c omple xion, ha ir a nd skin T he y a re a thle te s, fitne ss instruc tors, the y work in be a uty industry or the y produc e a nd se ll fruit

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I ma g e o f pe o ple who do no t c o nsume fruit – pro je c tive te c hniq ue

Domina nt ste re otype c onc e rning pe ople who do not e a t fruit is tha t the y a re obe se , a ne mic , the y do not ha ve be a utiful skin or ha ir, the y like to e a t me a t a nd me a t produc ts, the y c onsume a lc ohol a nd c ig a re tte s T he y do not e a t fruit ofte n be c a use the y live in the ba d e c onomic situa tion, the y a re dissa tisfie d a nd disa ppointe d

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K no wle dg e o f nutritive va lue o f fruit a nd its ro le in a we ll b a la nc e d die t

Pa rtic ipa nts a re we ll informe d a bout be ne fits of fruit c onsumption a nd the y a re a wa re of its sig nific a nc e for he a lth a nd dise a se pre ve ntion

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Purc ha se o f fruit

  • I

n ma rke ts, supe rma rke ts, dire c tly fro m fruit pro duc e rs

  • T

he y sho p mo st o fte n o n g re e n ma rke ts a nd tha t is the ir fa vo urite pla c e fo r purc ha sing fruit

  • Ma le s te nd to b uy fruit

mo re o fte n in sto re s o r in spe c ia lise d sto re s

  • Wo me n like to b uy o n

g re e n ma rke ts

  • I

n c itie s the y b uy fruit mo st o fte n in supe rma rke ts

  • I

n little c itie s the y mo stly b uy dire c tly fro m fruit pro duc e rs

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Purc ha se o f pro c e sse d a nd drie d fruit

  • Pe o ple usua lly b uy pro c e sse d fruit in supe rma rke ts

(urb a n po pula tio n) o r in c o nve nie nt sto re s (rura l po pula tio n) o r the y pre pa re the m b y the mse lve s

  • All pa rtic ipa nts like ho me -ma de ja m
  • Drie d fruit is usua lly b o ug ht in spe c ia lise d sho ps (so

c a lle d “he a lthy-fo o d sto re ”), supe rma rke ts o r g re e n ma rke ts (in c itie s)

  • I

n rura l a re a s a ll c ha nne ls o f distrib utio n a re e q ua lly pre se nt

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F ruit fro m the ir o wn fa rms

  • Se rb ia n c o nsume rs use

fruit g ro wn a t the ir o wn

  • rc ha rds a nd vine ya rds

to g re a t e xte nt

  • Mo re tha n a ha lf o f

pa rtic ipa nts indic a te tha t the sha re o f the ir do me stic a lly g ro wn fruit in the ir o ve ra ll c o nsumptio n is mo re tha n a third

  • T

he re a re sig nific a nt diffe re nc e s in ma le s a nd fe ma le s re spo nse s

  • F

e ma le s sta te le ss sha re

  • f fre sh fruit g ro wn

do me stic a lly in o ve ra ll fruit c o nsumptio n a nd b ig g e r sha re o f ho me - ma de pro c e sse d fruit, in o ppo site to ma le s

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Co nc lusio ns

  • Se rb ia n c o nsume rs c o nside r fruit to b e he a lthy a nd

de lic io us fo o d a nd the y usua lly link it to he a lthy life style a nd we ll b a la nc e d die t

  • Due to the ir a va ila b ility a nd ta ste , the y usua lly e a t

a pple s, b a na na s a nd o ra ng e s, a nd b e side tha t, the y like stra wb e rrie s the mo st

  • With re g a rd to pro c e sse d fruit, the y c o nsume ja m

a nd juic e s

  • Drie d fruit is the le a st pre se nt in the ir c o nsumptio n

a mo ng a ll fruit c a te g o rie s

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  • T

he mo st impo rta nt mo tive s fo r fruit c o nsumptio ns a re : he a lth, ple a sa nt ta ste a nd ple a sure

  • T

he mo st impo rta nt b a rrie rs a re : a va ila b ility, pric e a nd time c o nstra ints

  • T

he re a re so me ste re o type s c o nc e rning pe rso ns who c o nsume o r do no t c o nsume fruit

  • T

he y a re we ll a wa re o f he a lth a nd o the r b e ne fits o f fruit

Co nc lusio ns

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Co nc lusio n

  • E

duc a tio n o f c o nsume rs o n va rio us situa tio ns fo r fruit c o nsumptio n (o n mo ve ,

  • ut o f ho me )
  • Cre a ting the o the r ima g e
  • f pe o ple who e a t fruit – it

do e s no t ha ve to b e stric tly the pe rso n who ha s a lo t o f time , a c tive ly pra c tic e spo rt, live s a lo ne …

  • E

duc a tio n o f c o nsume rs o n wa ys a nd b e ne fits o f c o nsumptio n o f pro c e sse d a nd drie d fruit

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T HANK YOU F OR YOUR AT T E NT ION!