Sweetpotato consumer research: insights to increasing consumption

Sweetpotato consumer research: insights to increasing consumption
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甘薯消费者研究：增加消费的见解

DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
S. Dennien
S. Dennien
中科院分区：
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文献类型：
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作者：
K. Gething;C. Henderson;A. McIntyre;S. Dennien

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这份报告提供了一个行为和购买驱动力的主要甘薯消费者的尼尔森消费者研究定义为建立夫妇的评估（两个或更多的成年人，没有17岁及以下的孩子，户主35-59岁），老年夫妇（两个或两个以上的成年人，没有17岁或以下的孩子，60岁或以上的户主），以及独立单身人士（35岁或以上的一人家庭，没有17岁或以下的子女）。研究是定性的。使用的方法包括焦点小组，深入访谈和商店。 报告发现，这些群体对甘薯的偏好各不相同。一般来说，一个较小的鱼雷形蔬菜的价值是易于准备和方便的足够大小的一餐两个。对甘薯的满意度很高，在讨论中很少有对质量的负面评论。然而，商店的一个长透露，一些质量问题是明显的零售，如枯萎的产品，点蚀和偶尔损坏。一个显示与股票休息在任何数量的水是一个障碍，购买消费者，这是明显的两个15次。高质量的甘薯是深橙子/红色的，具有光滑的表皮，并且非常致密和坚硬。一个劣质的甘薯是干瘪的，海绵状的，有麻点的和受损的。 在这项研究的受访者中，对甘薯的认识是一个相对较新的现象，大多数人都记得在过去的5到10年里吃过这种蔬菜。终身饮食模式的出现是童年饮食经历的结果，例如在“肉和三种蔬菜”的哲学和传统的澳大利亚膳食中长大。然而，这取决于文化背景，那些与不同文化有联系的人更有可能一直知道这种蔬菜。甘薯的试验和消费恰逢打破这些传统模式，或者被融入传统膳食中，例如与烤蔬菜一起烘烤。健康意识的增强也导致了对蔬菜的认识。 在既定和老年夫妇群体中消费的主要催化剂是与甘薯相关的健康益处。消费者对蔬菜的具体健康特性知之甚少，并对消费所提供的好处感到惊讶。甘薯因其低血糖指数而对糖尿病患者很重要。对这种蔬菜的最高意识是由疾病的开始引起的。增加纤维是这一人口统计的一个关键动机，这为消费和预防肠癌之间提供了重要联系。对于那些减肥的人来说，甘薯被认为是一种美味的，令人满意的食物，碳水化合物含量低。用甘薯代替白色马铃薯的交换行为往往是对这些健康问题的回应。参与者在研究过程中提到的其他健康特性包括前体β-胡萝卜素和维生素A & C。 甘薯因其享乐和省时的品质而受到赞赏。对于高度参与食物的消费者来说，蔬菜因其在膳食中的多功能性而受到重视。这些消费者以烹饪为荣，甘薯的味道和质地适合各种各样的食物，如汤、沙拉、烤肉、咖喱、tagines等。没有时间或愿望准备和烹饪食物的参与者重视甘薯，因为它是一种简单的方法来增加盘子的颜色和多样性，因为在膳食中加入橙子蔬菜是确保维生素摄入量的捷径。 对甘薯产业提出了几点建议。 ·大力宣传甘薯独特的营养和健康特性，特别是如果它们可以与其他蔬菜或食物相媲美 ·促进特定目标的突出特性，如糖尿病患者，那些有肠癌风险的人，以及那些正在减肥的人。利用专业的沟通渠道，如糖尿病杂志和网站 ·促进甘薯的烹饪风格，这将吸引传统主义者，如烧烤和烧烤 ·推广蔬菜作为一种低维护蔬菜，易于储存，易于烹饪，特别注重它作为一种简单的方法来提高膳食的外观和营养价值。 ·通过异国情调的食谱向高食物参与度的消费者推广蔬菜，并将其与烹饪的成就感联系起来 ·促进蔬菜的多功能性 ·设计将沟通的图像和语气与充分享受生活联系起来的促销活动，有时间享受家庭和孙辈，以及参与社会活动 ·教育零售商了解消费者对质量的看法，并确保展示中不存在水分和霉菌 定性信息虽然提供了大量的细节，但不能外推到整个目标人群，这可能被认为是对研究的限制。然而，在研究理论中，有效的定量设计被认为源于定性研究的见解。 ·根据这项研究的结果，制定和实施关于甘薯态度和行为的定量研究。
This report provides an evaluation of the behaviours and purchasing drivers of key sweetpotato consumers defined by Nielsen consumer research as Established Couples (two or more adults with no children 17 and under, and head of house 35-59), Senior Couples (two or more adults with no children 17 or under, and head of house 60 or over), and Independent Singles (one person household 35 or over, no children 17 or under). Research was qualitative in nature. Methods used included focus groups, depth interviews and shop-a-longs. The report found that preferences for sweetpotato amongst these groups were varied. In general a smaller torpedo shaped vegetable was valued for ease of preparation and the convenience of being of sufficient size for a meal for two. Satisfaction with sweetpotato was high with negative comments on quality exceedingly rare within discussions. However, shop-a-longs revealed that some quality issues were apparent at retail such as withered product, pitting and occasionally damage. A display with stock resting in any amount of water was a barrier to purchase for consumers and this was apparent on two out 15 occasions. A high quality sweetpotato was of a deep orange/red colour, had a smooth skin and was extremely dense and hard. An inferior sweetpotato was wrinkly, spongy, pitted and damaged. Awareness of sweetpotato was a relatively recent phenomenon amongst the respondents of this study with most recalling eating the vegetable in the last five to 10 years. Life-time eating patterns emerged as a consequence of childhood food experiences such as growing up with a ‘meat and three’ veg philosophy and traditional Australian meals. However, this was dependent on cultural background and those with ties to diverse cultures were more likely to have always known of the vegetable. Sweetpotato trial and consumption coincided with a breaking away from these traditional patterns, or was integrated into conventional meals such as a baked vegetable to accompany roasts. Increased health consciousness also led to awareness of the vegetable. A primary catalyst for consumption within the Established and Senior Couples groups was the health benefits associated with sweetpotato. Consumers had very little knowledge of the specific health properties of the vegetable and were surprised at the number of benefits consumption provided. Sweetpotato was important for diabetics for its low Glycemic Index status. Top-of-the-mind awareness of the vegetable resulted from the onset of the disease. Increasing fibre was a key motive for this demographic and this provided a significant link between consumption and preventing bowel cancer. For those on a weight loss regime, sweetpotato was perceived as a tasty, satisfying food that was low in carbohydrates. Swapping behaviours where white potato was replaced by sweetpotato was often a response to these health concerns. Other health properties mentioned by participants through the course of the research included the precursor β-carotene and Vitamins A & C. The sweetpotato was appreciated for its hedonic and timesaving qualities. For consumers with a high involvement in food, the vegetable was valued for its versatility in meals. These consumers took pride in cooking and the flavour and texture of sweetpotato lent itself to a variety of meals such as soups, salads, roasts, curries, tagines and so on. Participants who had little time or desire to prepare and cook meals valued sweetpotato because it was an easy way to add colour and variety to the plate and because including an orange vegetable to meals is a shortcut to ensuring vitamin intake. Several recommendations are made to the sweetpotato industry. • Vigorously promote the distinct nutritional and health properties of sweetpotatoes, particularly if they can be favourably compared to other vegetables or foods • Promote the salient properties to specific targets such as diabetics, those that are at risk to bowel cancer, and those embarking on a weight-loss regime. Utilise specialist channels of communication such as diabetic magazines and websites • Promote styles of cooking of sweetpotato that would appeal to traditionalists such as roasts and BBQs • Promote the vegetable as a low maintenance vegetable, easy to store, easy to cook and particularly focusing on it as a simple way to boost the appearance and nutritional value of meals. • Promote the vegetable to high food involvement consumers through exotic recipes and linking it to feelings of accomplishment with cooking • Promote the versatility of the vegetable • Devise promotions that link images and tone of communications with enjoying life to the fullest, having time to enjoy family and grandchildren, and of partaking in social activities • Educate retailers on consumer perceptions of quality and ensuring moisture and mould is not present at displays Qualitative information while providing a wealth of detail cannot be extrapolated to the overall target population and this may be considered a limitation to the research. However, within research theory, effective quantitative design is believed to stem from the insights developed from qualitative studies. • Develop and implement a quantitative study on sweetpotato attitudes and behaviours based on the results of this study.