Benjamin M. Onyango

An Analysis of Demographic Characteristic of Consumers Who Read Grocery Brochures Regularly and Those Who Are Willing to Switch Supermarkets to Buy Advertised Specials

Abstract This study analyzed the influence of demographic and behavioral characteristics on the likelihood of a consumer to read food advertisements in grocery brochures and the likelihood of a consumer to shop at more than one store to purchase advertised specials. The results show that 73% and 46% of respondents read food advertisements and shop at multiple stores to purchase advertised specials, respectively. Additionally, attainment of a two-year and above college education and readership of product-ingredient labels influenced reading of food advertisements and shopping at more than one food store to buy advertised specials.

Country of origin labelling of fresh produce: a consumer preference analysis

This article investigates the relationships between country of origin labelling issues and consumers concern about safety and health towards use of foreign produce. A consumer survey showed that about 84% of respondents overall, and more specifically, about 84% of female and 83% of male respondents would like markets to provide information about country of origin of fresh produce. The result also shows that about 73% of respondents regularly read food advertisements in newspapers and grocery brochures.

What we don’t understand about public interest in organics

In a demographically and geographically representative US-based telephone survey of 1201 persons in 2003, it was found as expected that those who purchase organic foods tend to consider organic production methods when they decide what foods to eat. Yet a number of surprising sub-groups showed a disconnect between those who buy organics and those who place importance on organic production. For example, the religiously observant and those for whom food plays an integral role in their lives (eating for pleasure, love, and tradition), on lower income or with less education are more interested in how food is produced than are higher income and more educated groups. We argue that these sub-groups may be overlooked in industry and public policy decisions related to organic food markets and production. Additionally, the highly correlated high income and more education subgroups who purchase organics may be doing so more because of fashion and peer-related influence than because they place importance on organic production methods. (However, women both buy organics frequently and think about organic production methods in their eating decisions.) These findings complicate the literature that shows simpler relationships between organic purchases and education and income. We suggest that further research needs to be done on the influence of affordability, availability, and trust in labeling on organic purchases and support for organic production systems.

Risk Perceptions, Consumer Response and the First U.S. Mad Cow Case

The December 2003 discovery of a BSE infected cow in the USA revealed a vulnerability in the safety of the U.S. Food Supply. This study reports on a nationwide risk perception survey conducted in early January 2004. Survey results showed that U.S. consumers for the most part took the discovery in stride. The survey predicted that by the end of 2004 beef consumption would for the most part return to normal, which indeed it did, but uniquely this study applies multivariate regression to its analyses of the Kraus-Slovic axioms which are often applied to problems in the psychology of risk.

“Americans’ Potential Responses to Deliberate Food Contamination: A Risk Perception and Communication Study”

This study examines public perceptions of, and likely reactions to, an act of bioterrorism targeting the US food supply. Results from factor analysis of survey data suggest a range of responses including; public panic, raised fears or emotions, a controlled response or a an acceptance that such an event is inevitable. Reactions are reflective of peoples’ cognitive interpretations or affective responses to the risks posed. Cluster analysis and regression results suggest that authorities may successfully position risk communication messages based on the condition that people believe the government and private institutions can function in the face of a food attack. This finding underscores the pivotal role played by trust and confidence in institutions in restoring calm after a bioterrorist event. Fine tuning of communications for different population groups may be necessary if certain Americans’ perceive the risk of a bioterrorist event in a less rational manner.