Geriefsvoedsels: beroepsvroue se persepsies

Abstract

The purpose of the study was to understand and
describe career women’s perceptions of the product
characteristics of convenience food. It is often
assumed that career women should be a target
market for convenience food because they have
money, and experience time and role constraints.
Perceptions are formed as a result of the
interpretation of sensory stimuli (taste, smell,
texture, vision and hearing) and storage thereof in
the memory schemata. Consumers’ perceptions of
product attributes therefore serve as frame of
reference for the choice, purchase and use of
convenience foods and can be of value to the food
industry. Convenience food is defined as any fully
or partially prepared dish, food product or ingredient
(s) in which significant preparation time and/or
culinary skills, and/or energy inputs have been
transferred from the homemaker’s kitchen to the
food industry. A cognitive theoretical approach and a grounded theory approach (a qualitative methodology) were used in the study. Eight career women were chosen
as participants who met the criteria for inclusion, eg
a professional career and a workweek of at least 40
hours/week. Participants from two age categories
were included. They were single or married, as well
as with or without children. Hereby the differences
between cases were maximised and minimized.
Basic individual interviewing and a projective
technique were used to gather qualitative data.
Cash slips, field notes and observations in the
supermarket were used as additional sources of
data and for triangulation purposes. Data analysis
included open, axial and selective coding.
The most salient findings were: Career women have both positive and negative perceptions about the attributes of convenience food. The attributes mentioned were price, taste, convenience, appearance, health, safety and
quality. These attributes are interrelated and
influence one another. The price of a convenience
product is influenced by the number of portions,
taste, convenience, the appearance of the product
as well as the ambiance of the retail environment.
Single career women seem to be more willing to
purchase convenience products than those with
families because of the cost involved in buying
individual ingredients as opposed to a single
product. Taste, the most salient attribute, is
influenced by the perception of the taste of the
home-made equivalent or what they are used to.
Positive perceptions were attributed to products of
which the taste could be adjusted to own
preferences and where product ranges allow for
67 choice between flavour variants. Negative
perceptions were attributed to taste if the texture did
not conform to the expectations of the individual.
Convenience is experienced when products save
time, physical and cognitive effort and energy when
buying and preparing the food. Appearance was
related to the colour and the neatness of vegetable
cuts in particular, the packaging of the product and
also the store appearance. Participants were very
aware of the fat content of convenience products,
especially during the week. Fat content of foods
are related to body mass and health. During
weekends, however, it seemed as if they were more
relaxed in their attitude towards fat. The safety of
convenience food was not uppermost in the
memory schemata of these participants and it can
possibly be explained by the fact that they are
educated and able to distinguish between safe and
unsafe food products. Some participants were
cautious of fully prepared, ready-to-eat food
products due to the fact that they were uncertain of
the turnover as well as the temperature control of
these foods in store. Although quality perceptions
differ for different people, the above-mentioned
attributes can all be linked to quality, because
products bought represent the required quality by
the participants. Risk perception seems to result from negative perceptions of taste and price and may lead to
avoidance of convenience food products. Some
participants had risk perception regarding the
microbiologic safety of certain fully prepared
convenience foods. Retail outlets (eg supermarkets) also seem to guide perceptions of participants regarding convenience foods. The ambiance of the retail outlet and the participants’ familiarity with and trust in the outlet
are all aspects that may influence their perceptions
regarding the store and its products. Understanding of participants’ perceptions of the attributes of convenience foods could shape future product development or could be used to improve slow moving product lines. A multi-disciplinary approach among food scientists, marketers and consumer scientists in researching convenience
food, is suggested.