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WP8

Consumer’s attitudes, expectations and behaviours towards traditional food

Responsible partner: Enita Clermont

Assistants: UL-SLO, UNEW, PARMA

January 2010 – March 2011Georges GiraudMartine LaniauCleo Tebby

Becici, Montenegro, October 2009

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WP8: Qualitative & quantitative, consumer-orientedObjective: to check the WBC consumers’ attitudes, expectations and behaviours towards traditional and local food products

- measure the attitudes towards traditional and local food productsexpressed by Balkan consumers,

- assess the purchase behaviours of WBC consumers for traditional and local food products,

- identify specific segments of consumers sensitive to traditional and local food products.

WP8: Description of work- Activity 8.1 Focus groups (UL-SLO)

- Activity 8.2 Conjoint analysis (Enita Clermont)

- Activity 8.3 Cluster analysis (Enita Clermont)

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Traditional Food Products, DefinitionTraditional foods vs globalized and strong branded food products• Basis of local food basket• Strongly related to long history & local culture• Produced in their local market area• Sold within short distribution channels, direct sale from farm• Less available on far-off great urban markets• Barely exported.Possible range of traditional foods (unlimited list):• Local artisan cheeses• Processed meats, fruits or vegetables• Bread and pastry made with local cereals or ancient recipes• Local beverages with or without alcohol• Local varieties of fruits or vegetables• Local meals including several home-cooked foods, ……

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Life polygons in rural areafuzzy space & time

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Life polygons in urban areaspecialized & condensed space and time

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Global tourism is trendy

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Resistance against globalisation

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Traditional Food Products, Related ConceptsLocal sourcing• Local Food• Locally Grown• Community Supported Agriculture, Box Scheme Delivery• Typical food products, Specialty food products, Gastronomy• On-farm processed food• Home-made or artisan-made food• Regional foodLabelling & Protection schemes: Geographical Indications• Protected Designation of Origin• Protected Geographical Indication• Traditional Speciality Guaranteed

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Branding with wellreknown names

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Perceived Authenticity by Novice Consumerson Distant Markets

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Branding, Trademark or PDO Label ?

Not PDO dry-cured Parma ham,

Parma a brand from Maple Leaf and Co

Congruent (ab)use of signals:

Crown, colors, Italian wording

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http://ec.europa.eu/agriculture/quality/database/index_en.htm

Origin

Provenance

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Traditional Food Products, Trade-offNutrition & Convenience vs Cultural BelongingAppealing strong brands, a dreamy European way of life• Speed, travel, always plugged, trendy: we are not hungry anymore• Overestimation of functional food• Convenience food vs slow cooking• World citizens, access to global market• Underestimation of need of cultural roots for happy life• Less availability of traditional foods on far-off great urban markets

The future of traditional foods:• Improved nutritional status (low salt, low fat, low sugar, …..)• Better balanced way of life: less stress, less compensation through food• Rehabilitation of affect & social content of food

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• Contribution to knowledge on TFPs• Rural sociology /agricultural economics or agro-food marketing• Human geography• Nutrition

• WP8 will assess consumers’ perception of TFPs /• Local sourcing or cultural rooting• Daily food versus festive • Local names protection versus free market• Health versus culture• Nutrition or pleasure

•Self consumption of locally grown or processed food products

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Contribution to know-how on consumer survey analysis

• Transfer from qualitative to quantitative survey• Focus Groups to Conjoint Analysis

• Practical training cluster analysis segmentation methods • k-means analysis or decision tree modelling

•Theoretical framework:• Asymmetry of information• Consumers decision making process

• MODE model, Fazio• Motivations and Opportunities as DEterminant of behaviour • Attitudes undermine behaviours under context and affect effect

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WP4 : METHODOLOGY TO BE ADOPTED IN WP8MAIN ACTIVITIES

4.1 TERMINOLOGY CLARIFICATION : field of the study

4.2. SPECIFIC REGULATORY FRAMEWORK4.4. METHODS :

- FOCUS GROUP- CONJOINT ANALYSIS

4.5 PREPARATION OF FOCUS GROUP GUIDE

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WP4 : METHODOLOGY TO BE ADOPTED IN WP84.1 & 4.2 TERMINOLOGY CLARIFICATION & REGULATORY

FRAMEWORK

The concept of traditional food could be wide

First step : Traditional products linked with regulatory frame work, and especially

•PDO : Protected designation of origin•PGI Protected Geographical indication• TSG : Traditional speciality guaranteed

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REGULATORY FRAMEWORK

Two main regulations apply to ‘Traditional’ foods’ marketed within Europe:

• EC regulation 2081/92 which applies to the protection of geographical indications (PGI) and designations of origin of agricultural products (PDO). (510/ 2006)

• EC regulation 2082/92 on certificates of specific character of agricultural products and foodstuffs (TSG) (509/ 2006)

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REGULATORY FRAMEWORKOther specific regulatory dispositions

• Law on Mountains (France) and European Charter from Mountain Quality food Products

• “On farm” food products (poultry, cheese…)…

• PUBLIC certifications/ guarantee trademarkTraditional products benefit from trademarks open to all products of a designated

region– Bienvenue en Gourmandie (Normandie)– Spécialité du Canton du Jura (Switzerland)

– Natural Parks products Trademark

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The Balkans (case studies)

•Complexity of the institutional framework due to the history•Former legal framework renewed • Serbia new law in 2006, existing former GIs;• Bosnia Herzegovina: IP law in 2002; IP law in 2004 and PDO-PGI regulation in

2004• Macedonia: IP law in 2002, revised in 2004

FOOD LAW in CROATIA defines specifications and requirements for PDOs, PGIs,and TSGs

FAO- AGRIDEA- SEEDEV

IN W B C : FAO CASE STUDIES

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WP4 : METHODOLOGY TO BE ADOPTED IN WP8TERMINOLOGY CLARIFICATION & REGULATORY FRAMEWORK

To precise the regulatory frame work for PDO, PGIs, TSG or equivalent in WBC

To precise any other regulatory qualifications ?• On farm, • Mountains, • Others…

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WP4 : METHODOLOGY TO BE ADOPTED IN WP8TERMINOLOGY CLARIFICATION & REGULATORY FRAMEWORK

List of REGISTERED PRODUCTS PDO, PGIs, TSG, or equivalent

Identify possibly others traditional products : • collective trade marks, • from other specific regulations…

PROPOSITION SCOPE of the RESEARCH : WP LEADER + MG

DISCUSSION WITH WBC PARTNERS VALIDATION PARTNERS MEETING FEBRUARY

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PREPARATION of FOCUS GROUP guide

PROPOSITION WP LEADER + MG

DISCUSSION WBC PARTNERS VALIDATION PARTNERS MEETING FEBRUARY

WP4 : METHODOLOGY TO BE ADOPTED IN WP8

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Activity 8.1 Focus groups

Methodology defined in WP4 (February 2010) as for WP5 and WP6 - recruitment of participants, - selection and presentation of examples of products- guide for moderation of discussion

UL-SLO in charge, Methodology group, support from ENITA-C for the protocol, WBC partners to carry out the focus groups

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Activity 8.1 Focus groups

Objectives:- Data collection on WBC consumers’ wording on traditional foods’

consumption- Help to design the conjoint analysis- Analyse attitudes, expectations and behaviour towards traditional and

local food products

Will benefit from previous experience:WP6 experience before the construction of the guideWP5 and WP6 experience before carrying out the focus groups

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Activity 8.2 Conjoint analysis

Objective:To know consumers’ preferences within a given product category,by showing a selection of products (represented by cards) and analysing the consumers’ preferences

Partners:Enita-C in charge, support from SMMRI, + WP8 assistants, carried out by WBC

Dates:Protocol defined after Focus Groups. Validation October 2010.Carried out Oct-Dec 2010. Analysis Jan-Feb 2011.

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Activity 8.2 Conjoint analysis

General methodology:1) Build a set of a dozen cards (each card = one product) each with a different combination of characteristics.2) See which cards respondents prefer or dislike most (ask them to rank the cards).3) Analyse -> See which characteristics are most important or preferred.

For the statistically-minded: - Fractional experimental design.- Analysis of variance.Not complex but requires rigor in designing the experiment and collecting the answers.

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Activity 8.2 Conjoint analysis – An example

Product: Dried sausage.Factors studied: Type of production: On-farm production or not

Origin (local/foreign)

Two factors with two levels each.

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Activity 8.2 Conjoint analysis – An example

Product: Dried sausage.Factors studied: Type of production: On-farm production or not

Origin (local/foreign) Slovenia/Spain for example

On-farm production

Dried sausage

Made in Slovenia

Dried sausage

Made in Spain

On-farm production

Dried sausage

Made in Spain

Dried sausage

Made in Slovenia

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Activity 8.2 Conjoint analysis – Product?

Product: Dried sausage.Factors studied: Type of production: On-farm production/…

Origin (local/foreign)…

Or other product?

Zelodec, Kulen etc.?

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Activity 8.2 Conjoint analysis – Product?

Questions need to be precise so that answers are reliable -> Select a product or a product category.

ALSO Product must be considered as traditional (and maybe local?) or there must be a traditional version of the product in all countries -> Select a relevant product in each country (or area)

BUT Results must be comparable between regions of a country and between countries -> Select same product in all countries

Can we find one product relevant for all countries? One type of product? Can we find a couple of products, do conjoint analysis on 2 products (100 consumers for each) so that there is at least one product relevant in each country?

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Activity 8.2 Conjoint analysis – Factors?

Product: Dried sausage.Factors studied: Type of production: On-farm production/…

Origin (local/foreign)…

Goats’ cheese?

Zelodec, Kulen etc.?

Other factors:Price (High/medium/low)?Traditional recipe/New recipe?Processed in …?Industrial hygiene standards?Smoked/Smoked over beech woodBrand (well-known, retailers’…)

Or other product?

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Activity 8.2 Conjoint analysis – Levels?

Product: Dried sausage.Factors studied: Type of production: On-farm production/…

Origin (local/foreign)…

Goats’ cheese?

Zelodec, Kulen etc.? Name of a

company?

Region/Country/Other country?

Region/Country/EU?

Country/EU?

Other factors:Price (High/medium/low)?Traditional recipe/New recipe?Processed in …?Industrial hygiene standards?Smoked/Smoked over beech woodBrand (well-known, retailers’…)

Home-made?

High, medium and low values in each country?

Or other product?

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Activity 8.2 Conjoint analysis

Need results from terminology clarification and from focus groups

Need to select most relevant factors because consumers can only rank a limited number of cards

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Activity 8.2 Conjoint analysis

We now know which cards (and so which attributes) each consumer prefers. We need to know more about each consumer -> extra questionnaire as well as the card ranking.

- Socio-demographic- Attitudes / Food in general, traditional food, etc.- Behaviour?- …

Must not be too long: 15-20min?

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Activity 8.2 Conjoint analysis

We now know which cards (and so which attributes) each consumer prefers. We need to know more about each consumer -> extra questionnaire as well as the card ranking:

- Socio-demographic- Attitudes / Food in general, traditional food, etc.- Behaviour?- …

Must not be too long: 15-20min?

Activity 8.3 Analysis: Relationships between the preferences and the characteristics of consumers

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Deliverable D8.1 - March 2011

Report on consumers’ attitudes, expectations and behaviours towards traditional food.

Enita-C + WP8 Assitants (UL-SLO, UNEW, PARMA) + WBC partners (mainly analysis of focus groups)

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WP4

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Activities MG MG

WP8 & MG MG

4.2 Legal and institutional frameworkRegulation clarification in Europeancountries

x x 20-nov-09

Regulation clarification in WBC, exceptSlovenia

x x x x x x x 30-déc-09

4.1 Terminology clarificationProposition scope of the study x x x x x x x Meeting FebruaryValidation of scope of the study x x x x x x x x x x x x x x x Meeting February

4.4 / 4,5- Specific methods/firstPreparation of questionnaires Structure of focus group x x x x x x x Meeting February

Focus group guide preparation x x x x x x x 15-janv-09

Validation Focus groupe guide andprotocol

x x x x x x x x x x x x x x x Meeting February

First proposition structure of conjointanalysis (recruitment… )

x x x x x x x Meeting February

Methodology to be adopted in WP8 x x x x 28-févr-10D4.2 Deliverable

WP8 Assistants

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WP8& MG MG

8.1 Focus Group (with WP4) Focus group guide preparation x x x x x x xValidation Focus groupe guide x x x x x x x x x x x x x x xCarry out focus groups ? x x x x x xProtocol for comparative analysis ? ? x x x x ?Focus group results analysis x x x x x x x x x

8.2 Conjoint Analysis

First proposition structure of conjointanalysis (how the focus group results willbe used, recruitment… ) (with WP4)

x x x x x x x

Structure of conjoint analysis sample ofpopulation and survey protocol

x ? xx x x x

Conjoint Anaysis design andquestionnaire preparation

x ? xx x x x

Validation of protocol, design andquestionnaires Conjoint Analysis

x x x x x x x x x x x x x x x

Carry out Conjoint Analysis x x x x x x x

8.3 Analyis with a special focus onclusters Statistical analysis of results of conjoint x xxInterpretation of results of conjoint x x x x x x x x x x

Report on consumers' attitudes,expectations and behaviours towardst diti l f d

xx x x x x x x x x

WP8 Assistants

D8.1 Deliverable