Cathal Cowan

The influence of lifestyle characteristics and beliefs about convenience food on the demand for convenience foods in the Irish market

This paper focuses on the Irish convenience food consumer and investigates four convenience food categories: ready meals, take-away meals, restaurant meals, and pub meals. A nationally representative (n=1024) survey was undertaken in Ireland amongst primary food purchasers in the household. Within each convenience food category, consumers were segmented into tertiles based on their level of consumption. The tertile with the highest consumption level of convenience foods was compared with the tertile with the lowest consumption level on their food-related lifestyles, convenience food-related lifestyles and their beliefs about convenience food. Analysis of data found that the consumption of ready meals and take-away meals was most associated with convenience related dimensions. Restaurant and pub meals seem to be less related to the convenience dimensions. The purchase of restaurant meals was strongly related to social event. Furthermore the effect of lifestyles and beliefs on the purchase of convenience food was examined. Comparison of the regression results across the four convenience food categories highlighted the importance of convenience food-related lifestyle issues in the purchase of ready meals. General food-related lifestyle issues were more important in the purchase of take-away meals. The consumption of restaurant and pub meals was least effected by convenience related dimensions and more by the importance of social events.

Consumer food safety knowledge

Purpose – Consumers have an important role to play in preventing food‐borne disease. The purpose of this study was to demonstrate that consumers could be segmented successfully based on their food safety knowledge and practice.Design/methodology/approach – Principal component analysis (PCA) and hierarchical cluster analysis (HCA) were applied to data on food safety knowledge and practice, collected by individual face‐to‐face questionnaires with domestic food preparers (n=1,020) and refrigerator swabs (n=726).Findings – From the food safety questionnaires four factors were identified as important for inclusion in the HCA. This analysis identified three groups of consumers based on the knowledge factors; they were “Conscientious” (21 per cent), “Cavalier” (25.4 per cent) and “Careful” (53.3 per cent) food handlers. In terms of food safety knowledge, the higher risk consumers were found to be in the Cavalier food handler group. This group of food handlers also engaged in less hygienic food handling practices...

Irish consumer preferences for honey: a conjoint approach

The ideal honey profile for 153 Irish consumers of honey was one with a thick texture, a dark golden colour, made by a small‐scale producer, at a price of IR£1.95 and packaged in a 454g (1lb) plain glass jar. Least squares regression was used to estimate part worths for the conjoint analysis. Using the scale attribute as a basis for segmentation three distinct segments were identified. Market simulation experiments simulated market shares for 11 products; the ideal products for each segment (three in total), two existing mass‐produced honeys, four from small‐scale local farm producers and one from a farm producer produced on a larger scale. The first cluster was the least price sensitive, with the most important attribute being small‐scale producer source. Mass‐produced honeys had a very small market share in this segment. The second cluster was distinguished by deriving a high utility from a light‐coloured honey. Again mass‐produced honeys had the smallest market share. In the first two clusters, in addition to some of the ideal products, honey/s from small‐scale producers had high market shares. The third cluster was the most price sensitive and the mass‐produced honeys commanded their largest market share in this segment. This segment also derived the highest utility of all segments from a honey produced on a mass scale. The results show that adjusting pricing and promotional approaches could increase market share for honey producers.

Organic Food – A Description of the Irish Market

Describes the current status of the organic food market in Ireland – current trading arrangements of wholesalers, distributors and retailers and the perceptions of organic food at different stages of the marketing chain. There are three certification bodies for organic foods in Ireland. The value of the market is estimated at IR£1.5 million. Fruit and vegetables are the most important organic foods. Other organic foods are available such as flour, grains, breakfast cereals, meat, yogurt and cheese. Organic foods can be purchased in some of the larger supermarkets, in healthfood/wholefood shops, at local markets or at farm gate. Some of the constraints to development of the industry are limited range and supply of products. Premium levels are also a constraint on development as consumers generally perceive organic products to be too expensive. Reports premiums charged on organic food and outlines the results of a focus group on organic foods.

Factors associated with perceived quality influencing beef consumption behaviour in Ireland.

There has been a steady decline in beef consumption in Ireland for over a decade, although 1997 data show that this decline has been reversed. A cognitive representation of perceived meat quality based on prior to purchase considerations, point of purchase considerations and consumption stage considerations was used as a conceptual framework to investigate which quality factors have influenced the decline of beef consumption in Ireland. A representative sample of Irish beef consumers was surveyed in 1997. After measuring the determinants of perceived beef quality, an attribute level factor analysis was used to examine inter‐dependence between the variables. In all, seven factors, accounting for 58 per cent of the variance, were derived. Discriminant analysis found that two of the factors, safety and meat status, differentiated significantly between those who had maintained and those who had reduced beef consumption.

Acceptance by Irish consumers of a hypothetical GM dairy spread that reduces cholesterol

Purpose – The objective of this study was to determine the level of acceptance by Irish consumers of a hypothetical genetically modified (GM) dairy spread that offered a specific, consumer‐oriented benefit, reducing cholesterol.Design/methodology/approach – Some 300 spread consumers, representative in terms of age, gender, and socio‐economic group, completed a questionnaire. Conjoint, cluster and factor analyses were among the main methods used in the analysis.Findings – The hypothetical GM product was rejected by a majority of Irish spread consumers. Cluster analysis identified four segments of consumers who differed in their purchase intentions towards such a product, depending on demographic factors, on whether they had their cholesterol level tested, on the attitudes that influenced their food choice and on their willingness to try different GM foods. Two segments were pro GM; the other two were anti.Research limitations/implications – In terms of limitations, questions about GM foods are hypothetical...

Segmenting Irish Food Consumers Using the Food-Related Lifestyle Instrument

Abstract This paper reports on the food-related lifestyle (FRL) segments identified in Ireland, based on a nationally representative sample of one thousand households. The objectives are to use the food-related lifestyle instrument developed by the Centre for research on customer relations in the food sector in Denmark (MAPP) to segment Irish food consumers based on attitudes towards the purchase, preparation and consumption of food products and to profile these segments by attitudes and socio-demographic variables. The sixty nine FRL items were scored and scale reliability tested. The structure of the FRL dimensions was tested with exploratory factor analysis using principal component analysis and varimax rotation. Hierarchical cluster analysis (HCA) using Wards method was employed for market segmentation. Profiles of the clusters (segments) were achieved by comparing the mean scores on the dimensions for each segment with the population mean scores on the same dimensions. Six distinct food-related lifestyle segments were identified. The hedonistic segment, representing 28 percent of consumers was the largest group, followed by conservative consumers (21%), extremely uninvolved consumers (16%), enthusiastic consumers (14%), moderate consumers (13%) and adventurous consumers (8%). The segments were found to have different attitudes towards food and different socio-demographic profiles.

Food-Related Lifestyle Segments in Ireland with a Convenience Orientation

Abstract This paper reports on an investigation into the convenience orientation of various food-related lifestyle segments in Ireland. The food-related lifestyle instrument developed by the Centre for research on customer relations in the food sector (MAPP Institute in Denmark) provided a valuable framework for the development of this analysis. This instrument was applied in Ireland in 2001, with a nationally representative sample of one thousand Irish consumers. Six distinct food-related lifestyle segments were identified (Ryan, 2002). The lifestyle instrument grouped consumers in terms of their attitudes towards the purchase, preparation and consumption of food products in general. This research investigates the degree to which these food-related lifestyle segments are convenience-oriented by investigating their attitudes towards convenience and their purchase frequency for a range of convenience foods. The convenience element was developed following a review of the Irish convenience food market, which highlighted a number of convenience-related food issues driving this market. This study identified the food-related lifestyle segments that were particularly convenient oriented. These segments were further explained by relating their purchase frequency for a range of convenience products. The attitudes of the various food-related lifestyle segments towards convenience foods and purchase frequencies for convenience foods differed. Three of the food-related lifestyle segments were identified as having a convenience orientation, namely the hedonistic, the extremely uninvolved and the adventurous segments.

Irish consumers’ perception of food safety risk in minced beef

Understanding consumer perception of risk and how it affects behaviour is a key issue for both consumers and the food industry. This paper aims to assess the food safety risks consumers associate with purchasing minced beef and to ascertain the most prevalent of these risks. Results show that consumers are most concerned about the physical, psychological and performance risks associated with minced beef. Physical risk pertains to perceived threats the product poses to the health of the consumer, while psychological risk refers to perceived worries or concerns of the consumer regarding the safety of a product. Performance risk relates to the risk associated with the product not reaching consumer expectations in terms of taste, nutrition or value for money. These three dimensions account for 58 per cent of the variance in overall perceived risk. An understanding of the perceived risk concept enables retailers and manufacturers to develop effective risk communication and marketing programmes.

Dublin consumers and pork: attitudes to quality

There has been an increase in the consumption of pork in recent years. Reports on a survey of the attitudes of Dublin consumers to pork. Identifies the quality factors which consumers consider when purchasing and eating pork, in particular pork chops. Determines the relative importance of these factors and ascertains consumer attitudes to the quality of pork available. Examines the responses of different market segments. Finds that most consumers are happy with the quality of available pork, and leanness is by far the most important quality factor for consumers when buying pork chops. Marbling should not be visible. Identifies tenderness and flavour as the most important attributes of the eating quality of pork chops. Juiciness was the third most important eating quality factor and many consumers perceived pork to be dry. Suggests that the production of leaner meat must observe any effects that proposed changes in procedure may have on these eating quality attributes. Concludes that payment systems should...