research methods.pptx

8/13/2019 research methods.pptx

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INTRODUCTIONPurpose:

To relate the respondents knowledge of Indianfood attributes with their knowledge of their

personal values hence to find out if aspects of

English culture and Indian culture have

similarities or differences with respect tospecific Indian food attributes and how these

similarities and differences are related to one

another

Importance:

To aid promotion and marketing positioning of

branded Indian foods in UK.

Relevance:


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LITERATURE REVIEW

Mead(1943) describes the relationshipbetween culture and food habits.

According to Lyman (1989)Psychologicaland Physiological attributes relate tosensory attributes of food.

According to Asp(1999), important factorswhile examining consumers decision-

making are:Cultural Factors

Psychological Factors

Lifestyle Factors


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LITERATURE REVIEW

Food Marketing Institute Survey ofFood Shoppers(1998) studies Sensory

attributes

Sloan(1998) identified food trends thatconsumers are likely to respond to.

Mead (2002) discusses how social

classes affect each other in fooddemand


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CONCEPTUAL FRAMEWORK-

Variables

Personal values such as the following areidentified


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CONCEPTUAL

FRAMEWORK(contd.)


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OBJECTIVES OF THE STUDY

To explore attitudes based on

ethnicity towards and theconsumption of Indian Foods in

UK.


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RESEARCH METHODOLOGY-Research

Design

Means-end Model: Form knowledge structures

called means-end chains.

Laddering Method : In depth, one-to-one

Interviews

Stage 1-Pilot work: Choice of Product Categories

Elicitation of Constructs(4+4) - 3 questions

Stage 2

Mapping and Charting: Laddering Interviews(12+12)45 mins each

Content Analysis: Identify and Label A/C/V

Laddering s/w to produce HVMs (Hierarchical


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Table 1: Constructs of Indian fres

prepared, takeaway and ready m


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POPULATION OF THE STUDY

DATA COLLECTIONPrimary data

Direct Personal Interview Method

Snowball Design is used


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FINDINGS

Health & Enjoyment Most

important for both groups

Convenience & Savings Least important

Ready MealsLeast popular

Culture/Ethnic traditions provide

different orientations


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FINDINGS(contd.)

Figure: Values ascribed to Indian meals by English and Indian respon


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Figure: English Hierarchical Value Map


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Figure: Indians Hierarchical Value Map


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Figure: English ValueChains


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Figure: Indian Value Chains


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DISCUSSIONS

Lifestyle theme of foodconsumption analyses

convenience food consumption on

the basis of time and spaceconstraints.

This study focuses on Social and

Cultural Factors that affect

convenience food consumption.

Ethnicity is also another factor


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LIMITATIONS

Pilot Study was conducted

on a mixed group.

Once the constructs hadbeen elicited, difficulty in

ascribing the constructs backto individual meal type.


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FUTURE WORK

Values can be ranked by

each respondent or group of

respondents using conjointmeasurement, to know how

these values are rated

relatively to each other.


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REFERENCES

Mead, M. (1943). The problem of changing food habits. Bulletin of theNational Research Council, 108(325), 20-31.

Mintel Intelligence Group (2003)Indian Foods.Mintel,London.

Keynote (2001)Ethnic Foods Market. Keynote Ltd,Middlesex.

Mintel Intelligence Group (2002)Ethnic Takeaway and Other Fast Food.

Mintel, London. Sloan, A. (1998) Food industry forecast: consumer trends to 2020 and

beyond.Food Technology,52, 3744.

Lyman, B. (1989)A Psychology of Food.Van Norstrand Reinhold, New

York.

Asp, E. (1999) Factors affecting food decisions made by individualconsumers.Food Policy,24 (23), 287294.

Mead, M. (1943) The problem of changing food habits. In The Problem

of Changing Food Habits.Report of the Committee on Food Habits

19411943, Bulletin No. 108.National Research Council, National

Academy of Sciences, Washington, DC.

Food Marketing Institute (1998) Trends in the United States: Consumer


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TH NK YOU

research methods.pptx

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