CONSUMER PREFERENCE FOR COLOUR AND FLAVOUR ADDED FOOD PRODUCTS IN BENGALURU CITY

Transcription

1 CONSUMER PREFERENCE FOR COLOUR AND FLAVOUR ADDED FOOD PRODUCTS IN BENGALURU CITY VIJETA SINGH MBAL 2029 DEPARTMENT OF AGRICULTURAL MARKETING, CO-OPERATION AND BUSINESS MANAGEMENT UNIVERSITY OF AGRICULTURAL SCIENCES BENGALURU

2 CONSUMER PREFERENCE FOR COLOUR AND FLAVOUR ADDED FOOD PRODUCTS IN BENGALURU CITY VIJETA SINGH MBAL 2029 Project Report submitted to the University of Agricultural Sciences, Bengaluru in partial fulfillment of the requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION (Agribusiness Management) BENGALURU JUNE, 2014

3 Affectionately dedicated To my beloved Parents, my Brother, my sisters& My Guide

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5 ACKNOWLEDGEMENT I personally would be surprised if ever any I express none too enthusiastic feelings about writing an acknowledgement note. I would be the last person to lose but on a legitimate opportunity to express my feelings during the course of my research and it s putting down in the black and white. It s my pleasure to express and share my feelings with people, without whom I may not have achieved my goal. I personally feel it s a great experience in my life, which I am carrying forward, to get this astonishing taught and to complete my dissertation. There are few people for whom I should express my thanks in the form of acknowledgement. I am immensely thankful to Dr. G. N. Nagaraja, Professor and KSAMB Chair, Department of Agricultural Marketing, Co-operation & Business Management, University of Agricultural Sciences, GKVK, Bengaluru, esteemed Chairman of my Advisory Committee for assigning the very idea of this research and critically correcting the whole work. I have richly benefited by his critical comments during the time of analysis and while bringing out implications. I respect his dedication to research by guiding me even at late hours and his encouragement to involve students in discussion apart from his hectic work. I sincerely thank Dr. B. M. Shashidhara, Professor, Department of Agricultural Marketing, Co-operation & Business Management, University of Agricultural Sciences, GKVK, Bengaluru, Dr. Neena Joshi, Professor & Head, Department of Food Science & Nutrition, University of Agricultural Sciences, GKVK, Bengaluru and Mr. P.V. Rame Gowda, Associate professor (Retired), Department of Agricultural Marketing, Cooperation & Business Management, University of Agricultural Sciences, GKVK, Bengaluru, for their critical comments and suggestions as members of my advisory committee. I greatly acknowledge with gratitude the co-operation and help extended by my teachers, Dr. M. S. Jayram, Dr. P. K. Mandanna, Mr. B. M. R. Reddy, Mr. T. N. Venkatareddy, Dr. T. R. Keshava Reddy, Dr. M.S. Ganpathy and Dr. M.R. Girish, Department of Agricultural Marketing, Co-operation & Business Management, University of Agricultural Sciences, GKVK, Bengaluru for the comments and valuable suggestions provided during the course of my study.

6 It gives me immense pleasure to acknowledge Dr. C. P. Gracy, Professor, Department of Agricultural Marketing, Co-operation & Business Management, University of Agricultural Sciences, GKVK, Bengaluru, who has spent her invaluable time to ease my work with the affectionate help. Words fail to express the feelings, when I wish to acknowledge my beloved parents, my brother, sisters and their family for their boundless love, abundant affection. It was their encouragement, support and sacrifice that sustained my interest and enthusiasm during the course of my study. I owe a lot to their moral and financial support. I sustain myself and gratitude can t be repaid through words. I duly acknowledge all my classmates for their lovely friendship, love, help and care and kind cooperation throughout my studies without which I could not have completed my degree programme at the earliest. I would like to thank all my friends who accompanied me from beginning of the course and till this level. I gratefully acknowledge the Indian Council of Agricultural Research (ICAR), Government of India for providing me with the necessary funding and fellowship (Junior Research Fellowship) to pursue the project work. I remain ever thankful to the non- teaching staff of Department of Agricultural Marketing, Co-operation & Business Management for providing me the necessary materials during my research work. Most of all, I thank lord Shiva for his blessings showered and helps received which enabled me to complete this project work. Place: Bengaluru Date: 14 th June 2014 (VIJETA SINGH)

7 CONSUMER PREFERENCE FOR COLOUR AND FLAVOUR ADDDED FOOD PRODUCTS IN BENGALURU CITY VIJETA SINGH ABSTRACT The present study on consumer preference for colour and flavour added food products in Bengaluru city was undertaken for the year in Bengaluru city of Karnataka. This study analyzes the factors influencing the preference for colour and flavour addition to food products and examines the awareness of Food Safety and Standards among the users of colour and flavour additives. Descriptive statistics, Percentage analysis, Best Worst scaling technique, Scaling technique and Garrett ranking tools were used to analyze the data. The findings of the study indicated that, for food manufacturing firms better price realization was the most important factor which influenced the preference for adding colour and flavour in food products with maximum count difference of 47 and standard score of followed by to enhance appetizing value with maximum difference count of 45 and score of The consumer s highest importance given to the factor liked by family (80, 0.333) for adding colour and flavour in domestic cooking. The study also indicated that more than two third sample consumers (68.33 %) and all respondents from food manufacturing firms (100%) were aware of food safety and standards. Proprietors of food manufacturing firms are highly aware in terms of food additive rules whereas the consumer s level of awareness is medium regarding food additive rules. Hence there is a dire need to provide basic knowledge and credible information on food safety by the Government, with the active participation of and coordination between the food industry, food retailers, consumer organizations and mass media. Place: Bengaluru Date: Dr. G. N. NAGARAJA Major Advisor

8 tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß ÉÃj À ÁzÀ DºÁgÀ GvÀà ÀßUÀ¼À PÀÄjvÀÄ ÉAUÀ¼ÀÆgÀÄ ÀUÀgÀzÀ UÁæºÀPÀgÀ DzÀåvÉ «eéãvà ¹AUï ÁgÁA±À Àæ ÀÄÛvÀ CzsÀåAiÀÄ ÀªÀÅ ÉAUÀ¼ÀÆgÀÄ ÀUÀgÀzÀ è tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß M¼ÀUÉÆAqÀ DºÁgÀ GvÀà ÀßUÀ¼À UÉÎ UÁæºÀPÀgÀ DzsÀåvÉAiÀÄ PÀÄjvÀÄ gÀ è PÉÊUÉƼÀî ÁVzÉ. EzÀgÀ ªÀÄÄRå GzÉÝñÀUÀ¼ÉAzÀgÉ DºÁgÀ tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÉÆß¼ÀUÉÆAqÀ ««zsà ÁæAqïUÀ¼À zár Áw, ªÀiÁgÀÄPÀmÉÖAiÀÄ ªÁ» UÀ¼À ÀÄß UÀÄgÀÄw À Ä, tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß DºÁgÀ GvÁàzÀ ÉAiÀÄ è ¼À ÀĪÀ UÉV À DzsÀåvÉUÀ¼À ÀÄß UÀÄgÀÄw ÀĪÀ ªÀÄÄRå CA±ÀUÀ¼À ÀÄß «±Éèà À Ä ªÀÄvÀÄÛ DºÁgÀ ÀÄgÀPÀëvÉ ªÀÄvÀÄÛ UÀÄtªÀÄlÖ PÁAiÉÄÝ ªÀÄvÀÄÛ AiÀÄAvÀætzÀ UÉÎ «±Éèà ÀĪÀÅzÁVzÉ. F ªÉÄà À GzÉÝñÀUÀ¼À ÀÄß ÀÆgÉÊ À Ä M¼ÉîAiÀÄ-PÉlÖ C¼ÀvÉAiÀÄ vàavà æ, «ªÀgÀuÁvÀäPÀ ÀASÁå±Á ÀÛç, ±ÉÃRqÁªÁgÀÄ «±ÉèõÀuÉ, ÀAAiÀÄÄPÀÛ ªÁ ðpà ɼÀªÀtÂUÉAiÀÄ zàgà «±ÉèõÀuÉ ªÀÄvÀÄÛ UÁågÉÃmï ±ÉæÃtÂÃPÀgÀt váawæpà ÁzsÀ ÀUÀ¼À ÀÄß ¼À À ÁVzÉ. F CzsÀåAiÀÄ ÀzÀ ಫಲ ತ ಶÉUÀ¼ÉAzÀgÉ, DºÁgÀ vàaiàiájpá ÀA ÉÜUÀ½UÉ GvÀÛªÀÄ É É ÁPÁëvÁÌgÀªÀÅ DºÁgÀ GvÀà ÀßUÀ¼À è tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß ÉÃj À Ä Àæ sáªà ÃgÀĪÀ ÀæªÀÄÄR CA±ÀªÁVzÉ ºÁUÀÆ EzÀgÀ UÀjµÀ JtÂPÉAiÀÄÄ 47 ªÀÄvÀÄÛ ÀæªÀiÁtÂvÀ CAPÀªÀÅ ±Éà gà ÖzÉ. eéævéué UÁæºÀPÀgÀ ºÀ¹«À ªÀiË åªà ÀÄß ªÀ üð À Ä tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß ¼À À ÁUÀÄvÀÛzÉ (JtÂPÉ:45; ÀæªÀiÁtÂPÀ CAPÀ:±ÉÃ.0.562). zéã²ãaiàä CqÀÄUÉUÀ¼À ¼ÀPÉAiÀÄ è ºÉaÑ À UÁæºÀPÀgÀÄ (80; ±ÉÃ.0.333) PÀÄlÄA zà EµÀÖzÀ DzsÀåvÉAiÀÄ ªÉÄÃgÉUÉ tú ªÀÄvÀÄÛ ÀĪÁ À ÉUÀ¼À ÀÄß ¼À ÀÄvÁÛgÉ. 2/3 gàµàäö ªÀiÁzÀj UÁæºÀPÀgÀÄ (±ÉÃ.68.33) ªÀÄvÀÄÛ DºÁgÀ vàaiàiájpá ÀA ÉÜUÀ¼À ªÀiÁzÀj ÀæwQæAiÉÄUÀ½UÉ (±ÉÃ.100) DºÁgÀ ÀÄgÀPÀëvÉ ªÀÄvÀÄÛ UÀÄtªÀÄlÖzÀ UÉUÉ Cj«zÉ. DºÁgÀ vàaiàiájpá ÀA ÉÜUÀ½UÉ DºÁgÀzÀ ÀAAiÉÆÃdPÀUÀ¼À AiÀĪÀÄUÀ¼À UÉUÉ ºÉaÑ À CjªÀÅ EgÀĪÀÅzÀÄ PÀAqÀÄ A zé. DzÀgÉ UÁæºÀPÀjUÉ DºÁgÀ ÀAAiÉÆÃdPÀUÀ¼À UÉÎ vàäa Á PÀrªÉÄ CjªÀÅ EgÀĪÀÅzÀÄ F ÀæAiÉÆÃd É ÄAzÀ w½zàä A zé. DzÀÝjAzÀ ÀPÁðgÀªÀÅ DºÁgÀ GzsÀåªÀÄzÀ è DºÁgÀzÀ ÀÄgÀPÀëvÉ UÉUÉ ªÀÄÆ eáõ À ªÀÄvÀÄÛ ÀA ºÀð ªÀiÁ»wAiÀÄ ÀÄß ÃqÀ ÉÃPÁVzÉ. eéævéué a ègé ªÁå ÁjUÀ¼ÀÄ, DºÁgÀ vàaiàiájpá PÀA À UÀ¼ÀÄ, UÁæºÀPÀgÀ ÀAWÀl ÉUÀ¼ÀÄ ªÀÄvÀÄÛ ÁªÀÄÆ»PÀ ªÀiÁzsÀåªÀÄUÀ¼À ÀQæAiÀÄ sáuàªà» ÀÄ«PÉ CvÀåªÀ±ÀåPÀªÁVzÉ. ÀܼÀ: ÁAPÀ : qá. f. J ï. ÁUÀgÁd ( ÀæzsÁ À À ºÉUÁgÀgÀÄ)

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10 CONTENTS Chapter No. Title Page. No. I INTRODUCTION 1-6 II REVIEW OF LITERATURE 7-15 III METHODOLOGY IV RESULTS V DISCUSSION VI SUMMARY AND POLICY IMPLICATIONS VII REFERENCES 57-61

11 LIST OF TABLES Table No. Title 3.1 Colour and flavour added food products sold in the Bengaluru city Composition and distribution of sample consumers selected for the study Composition and distribution of sample proprietors of food manufacturing firms selected for the study 4.1 Socio-economic profile of proprietors of food manufacturing firms Socio-economic profile of consumers Different brands of food colour and flavour used in food industry Types of natural colour used in food industry Types of synthetic colour used in food industry Types of flavour used in food industry Uses of food colours and flavours in domestic cooking by consumers Factors influencing the preference for adding colour and flavour to food products by food manufacturing firms Relative importance of factors considered for colour and flavour addition to food products by food manufacturing firms Factors influencing the preference for adding colour and flavour to food products by consumers Relative importance of factors considered for colour and flavour addition to food products by consumers Reasons for not using food colour and flavor in domestic cooking by non- users 4.13 Awareness of Food Safety and Standards Act and Regulations Sources of information relating Food Safety and Standards Act and Regulations Knowledge of proprietors of food manufacturing firms and consumers on food additive rules Knowledge of proprietors of food manufacturing firms and consumers on food colour and flavour Page No

12 LIST OF FIGURES Figure No. Title Between pages 1. Map of Bengaluru city showing the study area Different types of colour and flavour added food products available in Bengaluru city Sellers of colour and flavour added food products in Bengaluru city Different brands of food colour and flavour used in food industry Factors influencing the preference for adding colour and flavour to food products by food manufacturing firms Relative importance of factors considered for colour and flavour addition to food products by food manufacturing firms Factors influencing the preference for adding colour and flavour to food products by consumers Relative importance of factors considered for colour and flavour addition to food products by consumers Sources of information relating Food Safety and Standards to Consumers Sources of information relating Food Safety and Standards to Food manufacturing firms

13 CHAPTER I INTRODUCTION The first to feast is the eyes. This old axiom has a very significant meaning. Colour and flavour is the main feature of any food item as it enhances the appeal and acceptability of food and acts as a major contributing factor for consumer preference. Many raw foods such as fruit and vegetables have a bright attractive colour. However, the colour of some foods is reduced during food processing. One can find food colours not only in brightly coloured candies or cupcakes, but also in a variety of foods: cereals, salty snacks, barbecue sauce, dried papaya, salad dressing, pickles, cheese sauce, yoghurt, chocolate milkshakes, white marshmallows, or even certain brands of fresh shelled peas. Foods such as confectionery items and flavoured soft drinks would be grey or colourless if colour was not added to them during the manufacturing process. Without colour additives, colas wouldn t be brown, margarine wouldn t be yellow, and mint ice cream wouldn t be green. Adding colours and flavours to food materials like commercial, traditional and street foods is mainly intended to attract the consumer since time immemorial (Sampathu et. al, 1988). Food colour and flavour are closely associated. Every food is associated with a certain type of colour and the colour represents a particular flavour. (Cardello et. al, 1985). It is a common experience to see a food and anticipate certain flavours. The impression food makes on us is a melange of sensations, and colour and flavour are amongst the most important. The colour we see clearly indicates the flavour we will taste. If the flavour of a food product is inconsistent with the colour, the flavour can often be perceived incorrectly; for example an orange flavoured drink coloured green could be perceived to taste of lime. People associate certain colours with certain flavours, and the colour of food can influence the perceived flavour in anything from candy to wine. For this reason, food manufacturers add dyes to their products. Sometimes the aim is to simulate a colour that is perceived by the consumer as natural. Variety of colours are often used in the manufacturing of bakery products, soft drinks, various kinds of toffees, ice-creams, jams and jellies etc, by the big manufacturers as well as both street vendors. Even house wives use dyes to colour rice and other dishes, mainly to give them a more appetizing look. 1.1 Forms of Colours and Flavours Food colour is a substance, liquid or powder, which is added to food or drink to change or intensify its natural colour. Food colour is used both in commercial food production and in domestic cooking. Food flavours are intense preparations which are added to foods in order to impart taste and/or smell. Food colours can be divided into four categories: (1) natural colours, (2) natureidentical colours, (3) synthetic colours and (4) inorganic colours. Synthetic colours are synthesized and not found in nature, whereas natural colours are obtained from plant and also animal sources. Pigments prepared by modification of natural materials such as caramel, vegetable carbon and Cuchlorophyllin are considered natural, although they are Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 1

14 not found in nature as it is. Nature-identical colours are man-made pigments which are identical to the ones found in nature viz., carotene, canthaxanthin and riboflavin. Food colours can loosely be categorized as artificial (colours that have been chemically synthesized) or natural (Downham and Collins, 2000). Food flavours can be divided into three categories namely natural flavours, nature-identical flavours and artificial flavours. Flavours that are obtained from plant or animal raw materials, by physical, microbiological or enzymatic processes are classified as natural flavours. These natural flavours can be either used in their natural form or processed form for consumption by human beings. Nature-identical flavours are the flavours that are obtained by synthesis or are isolated through chemical processes, which are chemically identical to flavouring substances naturally present in products intended for consumption by human beings. These flavours cannot contain any artificial flavouring substances. Flavours that are not identified in a natural product intended for consumption by human being- whether or not the product is processed are artificial flavouring substances. These food flavours are typically produced by fractional distillation and additional chemical manipulation naturally sourced chemicals or from crude oil or coal tar. 1.2 History of food colours and flavours The addition of colours to foods is reported in Europe during the Bronze age and the earliest written record of the use of natural dyes dates back to 2600 BC in China. It is reported that around 1500 BC, candy makers in Egyptian cities added natural extracts in wine to improve the product appearance (Meggos, 1995). In India, history is filled with accounts of the widespread application of natural colours such as turmeric, paprika and saffron, condiments. Spices like turmeric, red chilli powder and saffron were used not just for their colour but also for their flavour, pungency and medicinal properties. The jilebi, a sweet, known about nearly 600 years ago, was coloured in a deep orange colour using saffron (Balaswamy et al., 2012). In 1856, the first synthetic colour mauvin was developed by Sir William Henry Perkin and by the turn of century, unmonitored colour additive had spread through USA and Europe in many popular foods including Ketchup, Jellies, and Wine. In the beginning of the 19th century, the bulk of synthetic colours were derived from the petroleum product aniline, therefore they were called coal-tar colours because the starting materials were obtained from coal. Colours from plant, animal and mineral sources, which were used in earlier times, had their own drawbacks like heat, ph and light instability, and against oxidizing agents in food, which made synthetic colors gain popularity in food industry. Sellers at the time offered more than 80 artificial colours, as these were found more technically suitable for use in food than natural ones in efficiency shades, range and cost. Chemically synthesized colours were easier to produce, less expensive, and superior in colouring properties. Thus for many years synthetic colours were used in majority of formulations without having been tested for their safety. 2 Vijeta Singh

15 As the use of synthetic colours in food increased, it raised safety concerns, which led to numerous regulations throughout the World. From 1907, certification requirements saw many of them gradually withdrawn, as they were found harmful. A list of synthetic colours has been continuously shrinking since then. In India a blanket ban on use of synthetic colour additives has been suggested in 1981 (Scotter, 2011). The flavour industry emerged in the mid-nineteenth century, as processed foods began to be manufactured on a large scale. Recognizing the need for flavour additives, early food processors turned to perfume companies that had long experience working with essential oils and volatile aromas. The great perfume houses of England, France, and the Netherlands produced many of the first flavour compounds. In the early part of the twentieth century Germany took the technological lead in flavour production, owing to its powerful chemical industry. Legend has it that a German scientist discovered methyl anthranilate, one of the first artificial flavours, by accident while mixing chemicals in his laboratory. Suddenly the lab was filled with the sweet smell of grapes. Methyl anthranilate later became the chief flavour compound in grape Kool-Aid. Man-made flavour additives were used mostly in baked goods, candies, and sodas until the 1950s, when sales of processed food began to soar. 1.3 Market Trends The global market for food colours is estimated to be $940 million, which is distributed in various categories viz., synthetic colours ($400 million), natural colours ($250 million), nature identical ($189 million) and caramel colours ($100 million). The natural food colour industry market is growing at 10 per cent to 15 per cent annually. India annually produces about 135 tonnes of synthetic food colours and this is just about 1.5 per cent of the world production. The Indian population consumes 220 mg of food colours per year (Sowbhagya and Naidu, 2012). The global flavour industry can be characterized as highly technical, specialized, and innovative. This industry is highly competitive and concentrated, compared to other product categories within the food and beverage market. The flavour industry remains very country-specific and complex, with product formulations and flavours varying from country to country, as well as from region to region within countries. Processed foods, their flavours and textures, are adapted to local consumer preferences. Local or traditional foods have unique flavours evolving from the indigenous climate, land, etc. Generally speaking, trends in flavours closely mirror those in the packaged food and drink market. This includes the trends toward premium quality, savoury, natural and authentic, and health and wellness. Consumers enjoy experimenting with new taste sensations, but still maintain strong preferences for the comforts of traditional flavours: Vanilla, chocolate and strawberry, continued to lead in the ice cream category, representing (59%) of all product. (Euromonitor 2010). Overall, beverages continue to dominate the global flavours market, accounting for approximately (61%) of total volume in 2012, while packaged food represents (31%), and oral care (3%). Consumption of flavours via fruit-flavoured drinks is expected to increase overall by (75%) over the forecast periods. Dairy products are Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 3

16 becoming more important for the flavours industry, with an estimated additional 27,000 tonnes of flavours being consumed in 2014, as compared to 2009 (Euromonitor 2010). 1.4 Food safety It is in the interest of every consumer to be aware of food additive problems and be equipped with the necessary knowledge to safeguard oneself. Consumers are not in the position to accurately assess food risk themselves till date. However, they rely on the food industry and Government to minimize the risk for them. Delivering safe food to consumers is the responsibility of operators at all levels of the food production chain. Synthetic colours spread uniformly in foods, stable and are usually inexpensive hence, they are preferred by the food industry. According to some reports, generally nonpermitted colours are being used in the preparation of sweets, confectionery, bakery, icecream and other food items at local level especially at rural areas. The use of nonpermitted colours and excess of permitted colours cause adverse effects on human health. The Prevention of Food Adulteration Act (PFA) regulates the usage of colour and flavour. At the state level, the implementing authority is the State Food Health Authority and at the local level, municipalities, municipal corporations or Local Health Authorities. Though there are many synthetic colours available but only 8 colours are permitted in India and11 sources of natural colours mentioned in Indian PFR. Only those colours, which have been certified by the Bureau of Indian Standards (BIS), can be used. Rule 29 specified the food item in which these synthetic colours are permitted and these include ice-cream, frozen dessert, flavoured milk, yoghurt, biscuits, peas, strawberries, cherries, custard powders, ice-candy etc. For synthetic dyes to yield red, yellow, blue and green colours are permitted in India to an extent of 100 ppm in foods namely biscuits industry including biscuit wafer, pastries, cakes, confectionery, thread candies, sweet, savouries and to an extent of 200 ppm in processed papaya, canned tomato juice, fruit syrup, fruit squash etc. according to Food Safety and Standards regulations Consumer Concerns Ever since synthetic colours and flavours are permitted to be used, there is concern with regard to their safety. Food products such as sweets, beverages, confectioneries, bakery products, desserts, etc are routinely brushed with bright colours. Snack foods, coloured candies, bakery products, chewing gums, toffees, coloured ice balls, cold-drinks and ice-creams vended usually contain non-food grade colours, thus compromising the health of people to serious diseases. As the negative press about side effects with synthetic colours and flavours continues worldwide, natural colours and flavours are taking the center stage. Today s consumers want an attractive product in terms of organoleptic properties at a level of safety they consider appropriate. In view of this, there is a scope for making comprehensive study on the consumer preference for colour and flavour added food products. With this backdrop, the present study was undertaken with the following specific objectives. 4 Vijeta Singh

17 1.6 Specific Objectives of the study 1. To document various types and brands of colour and flavour used in food industry, 2. To identify the marketing channels involved in the food colouring and flavouring market, 3. To analyze the factors influencing the preference for colour and flavour addition in preparation of food products and 4. To examine the awareness of Food Safety and Standards Act and Regulations among the users of colour and flavour additives. 1.7 Hypotheses of the study To address the objectives outlined in the present study the following hypotheses were formulated. 1. There are various types and brands of food colour and flavour are used in food industry. 2. There are various marketing channels involved in food colouring and flavouring market in Bengaluru City. 3. Better price realization and liked by family are the major factors influencing the preference for adding colour and flavour to food products by food manufacturing firms and consumers respectively. 4. The users of food colour and flavour are not well aware of the Food Safety and Standards Act and Regulations. 1.8 Presentation of the study The study has been organized in to several chapters. Chapter I Chapter II Deals with status of food colour and flavour types, their uses, market trends, safety concerns, objectives and hypotheses. Pertains to review of literature relating to topic of the study. Chapter III Deals with methodology covering features of the study, area, sampling design, data collection and analytical tools used in the study. Chapter IV Deals with presentation of main findings of the study through tables and description. Chapter V Discussion of the results of the study in the light of plausible reasons based on past studies. Chapter VI This chapter provides summary and suggests the policy implications arising from the findings of the study. Chapter VII This chapter lists literature referred for the present study. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 5

18 1.9 Scope of the Study Colour and flavour is important in consumer perception of food and it is often used to add or restore colour of a food and provide variety of tastes in order to enhance its visual appeal and to match consumer expectations. Consumer perception, sociological changes, technological advances leading to the more advances in the food industries have increased the overall colour and flavour market. Also shift towards healthy lifestyle drives consumer markets; the demand for natural colours and flavours is going to gain importance significantly. Much awareness is created among consumers regarding natural products and adopting a more natural way of life. Currently, people prefer natural food. Due to the adverse effect of synthetic dyes, all countries have made strict regulations about the permitted colours to be used as food additives. This study focuses on the key factors influencing the preference for adding colour and flavour to food products and report these details with their empirical results Limitations of the study The study is based on both primary as well as secondary data. The primary data was collected from proprietors of food manufacturing firms through personal interview method using a pre-tested schedule. Therefore, some amount of recall bias is bound to be associated with the collected data since the proprietors did not maintain any record about the additive, application to food products. Similarly primary data from consumers also may have some recall bias to same on usage of colour and flavour to food. However, efforts were made to minimize them through crosschecks at the time of data collection. 6 Vijeta Singh

19 CHAPTER II REVIEW OF LITERATURE A review of the research work relevant to the objectives of the present study is presented in this chapter. The studies on consumer s preference for colour and flavour added food products are very few in number. Hence, reviews of studies of other comparable food products pertaining to the objectives of the present study have been presented under the following sub-headings Colour and flavour use in foodstuff 2.2. Marketing channels 2.3. Factors influencing the consumer preference 2.4. Consumer awareness 2.1 Colour and flavour use in foodstuffs Potter and Hotchkiss (1995) reported advanced reasons for practice of adding colouring substances to foods. They gave various significant reasons such as to supplement and enhance the natural and preferred colour of product destroyed during processing and storage, to make it possible for manufacturer to provide a product of consistent colour, to add attractive and acceptable colour to colourless products. Garber et al. (2000) demonstrated the role that food colour plays in conferring identity, meaning and liking to those food and beverages that assume many flavour varieties in a taste test experiment manipulating food colour and label of information. 389 under graduates of a public university (53% male and 47% female, among them 79% of age years) were assigned the task of evaluating a successful brand of powdered fruit drink, Results from this study indicated that food colour affects the consumer s ability to correctly identify flavour, to form distinct flavour profile and preferences. McWilliams, (2005) explored that the food additives may play a variety of roles in food and the only way to ensure that food with an acceptable quality arrives at the consumer's table is through the use of food additives. He reported that the food additives are used to overcome the problems caused by the long and complex supply route that convenience foods must pass through. The acceptance of convenience foods by consumers and the strong market for these items support food manufacturers in their commitment to use food additives. The absence of food additives will make the manufacturing of convenience foods difficult. These uses have economic implications for both the consumers and manufacturers since they are used to create highly palatable, nutritionally enhanced foods and to make production and processing easier. Kapoor (2006) stated natural colours as health cure. He stated that besides colouring food, several natural dyes possess bioactive properties and have been used as therapeutic agents and as diagnostic tools. Some of the dyes have been reported for curative effects like analgesics, antibacterial, antifungal, antileprotic, antiviral and anti- Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 7

20 inflammatory. Turmeric has been reported as a digestive aid and treatment of carminative and stomach disorder. Azeredo et al. (2009) reported that Betalains, a class of water-soluble pigments which was classified into betacyanins and betaxanthins. Beetroots were a rich source of betalains and beetroot red was a widely permitted natural food colourant and analyzed that the Betalains contribute to the antioxidant activity of beetroots, thus preventing against Cancer. Red beet has been established in the market as the oldest and most abundant red food colourant that is known as E-162 in the European Union. Practically it has been used to colour foods such as yoghurt, confectionery, ice creams, syrups, sausages and processed meats. Balaswamy et.al, (2011) examined that, among the sweetmeats available in the market, jilebi and jangri are mostly added with yellow and orange red synthetic colours. Bixin, colour pigment extracted from annato seeds was used for the preparation of water soluble annatto dye potassium carbonate formulation which is used in the preparation of jilebi and jangri as colourant agent. He analyzed the comparable visual shade of jilebi coloured with annoto seeds and the commercial jilebi which was coloured with synthetic yellow colour. Joshi and Sharma (2011) estimated that all shopkeepers of Sweet homes in Udaipur use yellow colour in a various sweets while 63 per cent and 50 per cent were adding red and green colour in sweets along with yellow colour respectively. They also found that the powder form of colour was preferred to liquid form, by all the shopkeepers. The shopkeepers used food colour mainly in Boondi laddoo, Besan burfi, Jalebi, Kesari bhat, Mava Bhat, Coconut burfi, Mava burfi, Malpuae, Balushahi. Some of them were also using colour additives in sweets like Apple shaped mithai, Amrood mithai and Sitaphal mithai in which colour was used mainly for decoration. Chandraprabha (2012) reported that colour was the major factor which influenced the consumer preference for value added products of tomato. She analyzed the relative importance of factors using Best- Worst scaling technique. Colour of the tomato juice and tomato soup in Chikkaballapur, had a high and low mean score of 4.05 and 3.23 whereas, for Bengaluru urban, fresh tomato and tomato juice had highest and lowest mean scores of 4.11 and 3.13, respectively. There was a significant difference in liking of product among Chikkaballapur and Bengaluru urban region with respect to colour of tomato puree and tomato juice. Saleem et al. (2013) studied the type of food colours added to various food products especially those vended at or near different educational institutes of Karachi city. Different types of food items were analyzed for isolation and identification of the added synthetic food colours. The majority of branded food items contained permitted colours, however, some foods manufactured locally, contained non-permitted colours. About 11 per cent of branded and 44 per cent of unbranded food items, respectively, were found with not permitted colours for human consumption. Similarly, 4 per cent of branded and 30 per cent of unbranded beverages were found unfit due to the presence of 8 Vijeta Singh

21 prohibited colours. Incidences of the use of non-permitted food colours were higher in case of unorganized food makers. 2.2 Marketing channels Koujalagi and Kunnal (1991) identified two marketing channels of pomegranate in Bijapur district of Karnataka. Channel I: Producer Pre harvest contractor Commission agent cum Wholesaler Retail Consumer and Channel II: Producer Commission agent cum wholesaler Retailer Consumer. Gummagolmath (1994) studied the marketing margins and price spread in the marketing of mango in Dharwad district of Karnataka. He identified two marketing channels in the study area; Channel-I (Producer Commission agent Retailer Consumer) and Channel II (Producer Pre-harvest contractor cum wholesaler Retailer Consumer). The result revealed that producer s share in consumer s rupee was per cent in Channel-I and per cent in Channel II. Devaraja (1998) conducted a study in Hassan district of Karnataka on channels and price spread in potato marketing. The study identified 3 supply chains, first chain included commission agent and retailer for the movement of produce from producer and consumer in the nearby market of Hassan. Second chain included commission agent and retailer for the movement of produce from producer and consumer to the distant market of Bengaluru and third chain included commission agent and cart vendor from producer to consumer. The price spread analysis revealed that producers got 48.57, and per cent of the consumer s rupee in first, second and third supply chain, respectively. In third chain representing distant market Bengaluru, the consumer s rupee was the highest. Hence selling of produce at the distant market was found to be more profitable to the farmers. Saikia and Borah (1998) found four marketing channels for orange in Tinsukia market. Channel-I: Producer Retailer - Consumer, Channel-II: Producer - Middlemen/Commission agent Retailer - Consumer, Channel-III: Producer Middlemen/Commission agent Wholesaler Retailer Consumer and Channel-IV: Producer - Middlemen/Commission agent - Merchant Wholesaler Wholesaler Retailer - Consumer. They found that the grower s net share in consumer s rupee was highest in channel-i (47.48%) followed by per cent in channel-ii, per cent in channel- III, and per cent channel-iv. Srivastava and Mishra (2001) studied the price spread and marketing channels of mango in Varanasi district of Uttar Pradesh. The study reveals that two channels were identified for the marketing of mango. Channel I: Producers Harvest contractor Wholesaler Retailer Consumer and Channel II: Producer Wholesaler Retailer Consumer. The producer s share in the consumer s rupee was per cent when the mango marketed to distant market of Calcutta (Channel I) against per cent in case of sale of mango in local markets (Channel II). Comparatively higher returns in channel II was observed than channel I. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 9

22 Sapoo and Banerjee (2003) conducted a study on marketing channels in apple in Anantnag district of Jammu & Kashmir. They found four prominent apple marketing channels patronized by growers. Channel-I: Producer Forwarding agent - Commission agent - Wholesaler Retailer - Consumer, Channel-II: Producer Pre harvest contractor - Commission agent - Wholesaler Retailer - Consumer, Channel-III Producer - Commission agent - Wholesaler at the point of assembling Retailer Consumer, Channel-IV Producer Processing units - Retailer Consumer. Sukanya (2004) conducted a study in Chikmangalur and Udupi districts of Karnataka with the objectives of studying economics of production and marketing of Vanilla and also problems faced by of vanilla producers. She identified two marketing channel of Vanilla in the study area. Channel I: Producer - local agents (company) - Export and Channel II: Producer - Vanilla Development Trust - Export. The total marketing cost per kg incurred by producer was Rs.0.29 in Channel I (Producer - local agents - Export) and Rs.0.33 in Channel II (Producer - Vanilla Development Trust - Export). Kakaty (2009) worked out the price spread for orange in Guwahati Market. He found three marketing channels for orange. (i) Producer Retailer - Consumer, (ii) Producer - Commission Agent Retailer - Consumer and (iii) Producer Commission Agent- Wholesaler- Retailer- Consumer. 2.3 Factors influencing the consumer preference Gluckman (1986) studied the factors influencing consumption and preference for wine. The explicit factors identified were, the familiarity with brand name, the price of wine, quality or the mouth feel of the liquid, taste with regards to its sweetness or dryness and the suitability for all tastes. Some of the implicit factors identified through extensive questioning were, colour and appearance. Most consumers seemed to prefer white wine to red. Packaging, appearance, colour, ornateness, use of foreign language and graphics were taken as important clues for quality and price. Consumers preferred French or German made wines to Spanish or Yugoslavian wines. Kumar et al. (1987) examined the factors influencing the buying decision for various food products by surveying 200 respondents. Country of origin and brand of the products were cross-tabulated against age, gender and income. Results revealed that the brand image was the more important than the origin of the product, since the consumers were attracted by the brands. The considered factors were independent of age, education and income. Zind (1989) reported results of a U.S. survey on consumer attitudes towards fresh fruits and vegetables. The study showed that 96 per cent of the respondents cited ripeness and freshness as important selection criteria, while an equal percentage cited taste. In addition, 94 per cent indicated the importance of appearance and condition, while 66 per cent used nutritive value and 63 per cent used price as an important selection criteria for fresh fruits and vegetables. 10 Vijeta Singh

23 Gerhardy and Ness (1995) employed conjoint analysis to study the consumer preference for eggs in United Kingdom. A sample of 160 respondents was interviewed in five locations. The average relative importance given for production method was per cent; followed by price and origin with and per cent, respectively. Freshness indicators (egg lay date, packed date, etc.) received an importance of per cent. Singh et al. (1995) studied factors influencing consumer preferences for milk. The factors considered were milk quality, convenient availability, and supply in quantity desired, flavour, colour, freshness and mode of payment. Freshness and mode of payment showed as the major factors in influencing the preference for milk purchase. Hugar and Kumar (1996) studied the factors influencing the consumption of vegetables in Dharwad district of Karnataka. The study revealed that, education level and gender had significant influence on the quality and frequency of consumption as females purchased more when compared to males. Income and price also had a significant influence on the quantity purchased. Wandel and Bugge (1997) conducted a study for the factors influencing preference for fruits and vegetables. Around 1103 consumers were asked to choose the two attributes that they consider the most important when they judge the quality of fruits and vegetables. Most consumers were shown to prioritize freshness, taste and nutritional value, whereas environmentally sound production and good appearance were less important. Sheeja (1998) undertaken a study in Coimbatore district considered the quality aspects like aroma, taste, freshness and purity as the major factors deciding the preference for a particular brand of processed spices. Amitha (1998) analyzed the consumer s preference for selected dairy products in Bengaluru city using conjoint analysis. The results of the study revealed that granular texture, well-cooked flavour, golden brown colour and low price were the preferred attributes for ghee. For table butter, the quality preferences expressed by consumers were good spread ability, low salt content and colour. Price had a negative impact on consumption. Zielinska and Zagorska (1998) investigated significant factors influencing preference of selected fruits and vegetables among 100 Polish university students of age group years. Thirteen factors were proposed: freshness, taste, good for health, price, visual appearance, nutritive, accessibility, popular use, habit, convenience, easy to store, advertising, and fashion. The main factors were freshness and taste for both groups of products, and appearance for fruits. Nandagopal and Chinnaiyan (2003) conducted a study on brand preference of soft drinks in rural Tamil Nadu, using Garrets ranking technique, to rank factors influencing the soft drinks preferred by rural consumer. They found that, the product quality was Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 11

24 ranked as first, followed by retail price. Good quality and availability were the main factors, which influenced the rural consumers of a particular brand of a product. Ragaert et al. (2004) studied the different factors influencing the purchase and consumption of minimally processed vegetables and packaged fruits in Belgium. 200 consumers rated the importance of different factors. Freshness was the most important factor both at purchase and at consumption, followed by labeled shelf life date and taste. Caleguer et al. (2007) studied the influences of various attributes (price, brand, colour and nutritional information) on consumer s preference for a packaged orange flavoured soft drink powder in Brazil. The purchasing preference of 107 participants was assessed for soft drink powders of high or low price, having packaging of yellow or orange colour of known or unknown brand and containing orange juice powder labeled as, with or without pulp, fibre and vitamin C in the nutritional information. Their research s conjoint analysis results showed that 63 per cent of the consumers were influenced primarily by brand and eight per cent of the consumers valued the nutritional information. Price was the most important factor for four per cent of the consumers and colour was the main deciding factor for five per cent of the consumers polled. Most preferred were low price, a pack of intense orange colour, known brand and products with pulp, fiber and vitamin C. Consumers associated the known brand with higher quality. Mennecke et al. (2007) studied the factors influencing consumer preferences, attitudes and price sensitivity to beef products. He found that consumers used extrinsic cues like branding to assess the health quality of the product and there was a relationship between the brand as an attribute/cue and the familiarity of the product. The brand name was used as a primary attribute if the consumers were less familiar with the product; however, consumers that were familiar with the product used intrinsic cues/attributes. Karen et al. (2008) reported that acceptance and preferences of the sensory properties of foods were among the most important criteria for determining food choice. The consumer acceptance or preference was obtained by the 9-point hedonic scale, unstructured line scale and preference ranking. Mondelaers et al. (2009) explored consumer preference for fresh vegetables labeled as organic in combination with health and environment related quality traits. The health-related traits scored better than environmental traits in shaping consumer preference for organic vegetables. Consumers preferred organic products over B-branded products, but not over A-branded products, which suggests that consumers classify organic products among other quality niche products. Price came less important, whereas presence of an organic label came more important with increasing buying intensity of organic vegetables. Sara et al. (2009) studied the point of purchase in retail locations multiple factors exert an influence on consumer s preference on wine buying using best- worst scaling. Among 13 factors considered, the highest importance was given to tasted the wine 12 Vijeta Singh

25 previously, followed by grape variety, brand name, medal/award, someone recommended it, origin of the wine, I read about it, matching to food, promotional display in-store, information on the shelf, information on the back label, attractive front label, alcohol level below 13 per cent. Singh and Ram (2010) explored the children s brand preference for candies in the age group of 2 to 5 years. The results revealed that the vast majority, (89%) of children starts buying confectionary products in the age group of 2 to 5 years. Approximately 43 per cent respondents had preference for all brands of confectionaries. National brands of confectionaries were way ahead of both local and international brands. Wafers were the most liked whereas Chips were least liked among the types of confectionary products by the children. The factors in the ascending order of their importance in buying decisions were Taste, Colour, Packaging, Brand and Suitable Price. Koutroulou and Tsourgiannis (2011) conducted a study on factors affecting consumers purchasing behaviour towards local foods in Greece. The factors that influenced people to buy local food products were, the topicality of the products, quality and health issues, appearance, freshness and taste issues, curiosity and prestige. Furthermore, cluster analysis was employed to classify consumers with similar buying behaviour. Two groups of consumers were identified: (a) those influenced by curiosity, prestige and freshness of the product and (b) those interested in the topicality of the product. Discriminant analysis was performed to assess how the identified factors derived from principal component analysis could predict cluster membership. Ranjitha (2011) analyzed the consumer preference for jaggery in Mandya district of Karnataka. According to her, colour was the most important attribute followed by shape with a relative importance of and per cent respectively. The changing food habit and mental attitude among urban consumers has led consumers to attach higher importance for attractive colour. The purity of the produce was the third important attribute with a relative importance of per cent and finally, storage of jaggery was the fourth attribute with an importance of per cent. Wiseman and Cheng (2011) studied associations between consumer s attitudes, preferences, and demographic characteristics with their consumption of different types of table eggs. These consumers indicated that health, nutritional value, environmental issues, and animal welfare were important factors in egg type selection. Although most consumers rated the specialty eggs having a higher nutritional value than white regular eggs, price became the most important deciding factor for those consumers who selected white regular eggs. Moghana et.al, (2012) evaluated the factors influencing the preference for AGMARK products. Purity stands first followed by price and availability. Nonavailability in most of the groceries and high price of AGMARK products were perceived as major reasons for not purchasing AGMARK products by the non- users of the same. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 13

26 2.4. Consumer awareness Kumar and Batra (1990) undertook a survey on consumer rights awareness and actions in a small town of Haryana. The results of the study revealed that level of awareness varied from (81-99%). Surprisingly in this small town, contrary to the previous findings, a large majority of the respondents were found to be aware of their rights. Reasons for such high awareness given in the study was that may be, that this small town is well connected with radio and television network, thus, making consumers aware of their rights. Altu and Elmaci (1995) evaluated Turkish consumer s knowledge and opinions on food additives by using a combined questionnaire and interview study. No significant differences were found between the groups regarding opinions on food additives but the level of knowledge was quite low. Major findings of the study were unawareness by most of the consumers (85%) about the functions and advantages of food additives and concerns about their health hazards. Uppar and Sumangla (2006) undertook a study on awareness of consumer welfare programmes among 200 farm families in Gadag district of Karnataka. The results of the study revealed that 10 to 22 per cent of families from BF were aware of the consumer welfare programmes and similarly 16 to 34 per cent and 14 to 38 per cent of BF and SF landholdings respectively were aware of the consumer rights also. Gupta and Panchal (2007) conducted a study for assessing food adulteration awareness among 60 families of Mahadev village of Gujarat state. He found that the 15 per cent of the sample had low awareness, 60 per cent had moderate awareness and 25 per cent had high awareness on food adulteration. The maximum possible score was 33. The mean score obtained by the participants was with S.D of Misra and Chadah (2009) conducted an empirical study on consumer awareness about MRP, ISI and standard mark and labels, BEE, Hallmark and FPO rules in Rural India. Even in the rural areas the study has revealed that 40.7 per cent of the respondents knew about the MRP. The survey revealed that 41.2 per cent of the respondents in Uttarakhand, 40 per cent in Madhya Pradesh, 43.2 per cent in Gujarat, 37.8 per cent in Meghalaya and 41.3 per cent in Tamil Nadu knew about the MRP. Nearly 40.5 per cent of the respondents were aware about the ISI mark while 59.5 per cent did not know about it. Awareness about ISI mark was highest in Gujarat (48.5 %) followed by Tamil Nadu (47 %). Meghalaya ranked the lowest with a response of 28 per cent. Only 11.9 per cent of the respondents were aware of the Agmark while 88.1 per cent were unaware about such markings and 98.8 per cent of the respondents were not aware about the FPO mark. Sienny and Serli (2010) examined the concern and awareness of consumers towards the practice of food safety and food hygiene in food service establishments. Observations were conducted in 50 small restaurants and 50 medium restaurants using a survey checklist that was prepared by referring to the Decree of the Minister of Health Republic of Indonesia about sanitation hygiene requirements for restaurants in Indonesia. It was found that about 50 per cent of small and medium restaurant operators did not 14 Vijeta Singh

27 know that there was a guideline or requirements set by the legislator to maintain food safety and food hygiene. More than half, (60 %) of the owners stated that it was necessary to have guidelines on food safety and food hygiene in order to provide safe food to consume and attract consumers. The study indicated that medium restaurants have carried out the practice of food safety and food hygiene better than in small restaurants. Of the 500 respondents taking part in the research, more than 90 per cent of consumers perceived the practice of food safety and food hygiene in small and medium public eating-places as important and very important. Only less than 3 per cent of respondents stated that food safety and food hygiene were not important. Joshi and Sharma (2011) reported the level of knowledge of shopkeepers and consumers on food colours in Udaipur. The study revealed that 13 per cent of the shopkeepers of general store and sweet homes had knowledge about food colours obtained from synthetic and natural sources. Nearly 46 per cent shopkeepers had an idea about the health hazards of synthetic colour if it is not added within permissible limits. The study depicted knowledge of food colours among the consumers. It appeared that all the families had knowledge about the use of food colours in food products. About 98 per cent of women knew of a powder form of colour while 86 per cent knew of a liquid form. Moghana et al. (2012) evaluated consumer s awareness of AGMARK products. He reported that the 85 per cent of the sample consumers knew about AGMARK by name and 71 per cent were aware about the AGMARK products. Nearly 34 per cent of the sample consumers had purchased AGMARK produce either ghee or vegetable oil or spices powder. He explained, as income increased the awareness on AGMARK products also increased. About 55 per cent respondents of the high income group were aware of AGMARK produce. Only per cent respondents of low income group were aware of AGMARK products. Sangkumchalianga and Huang (2012) conducted a study on consumer awareness of organic food label. The results showed that 71 per cent of those who had heard of the term organic said they had little knowledge about it, and 20 per cent were not sure what it meant. Even among those who purchase organic foods, about 74 per cent of organic buyers said they only know a little about the meaning of organic, while 12 per cent said they know a lot. Of the 246 respondents who said that they know just a little about the meaning of organic, 79 per cent were organic buyers and 21 per cent were organic nonbuyers. Khan (2013) analyzed the level of awareness of consumer protection rights in different villages of Saharanpur district. The result highlighted that the village Behat came in the category where the general consumer awareness was high; Titron is a town which came under medium aware category whereas the town namely Deoband came in the category, where the general consumer awareness was low. Study highlighted that the majority of the respondent complain only to the shopkeeper if they found adulteration in food stuff. Majority of the sample consumers complained to the shopkeeper or seller and only 14 per cent consumer complained to the consumer court in Saharanpur. 14 per cent approached to the manufacturer in Titron and 28 to 32 per cent of the total sample ignored adulteration if they found adulteration in the goods. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 15

28 CHAPTER III METHODOLOGY This chapter presents the methodology adopted for the present investigation undertaken to know the brands and types of food colour and flavour used in food industry, channels for marketing of food colour and flavour, factors influencing the preference for adding colour and flavour to the food products and consumer s awareness towards food safety and standards. This chapter covers the following aspects. 3.1 Description of study area 3.2 Sampling design and data collection 3.3 Analytical tools and techniques 3.1 Description of study area The study was conducted in Bengaluru, the capital city of Karnataka was selected purposively for the study, as it is one of the fastest growing metropolitan cities and is highly cosmopolitan in nature with people of different religions, castes, occupations, cultures, languages and food habits residing here. Bangalore, now known as Bengaluru, is the capital of Karnataka and serves as the cultural, administrative, industrial as well as the commercial center of Karnataka. It is the IT and BT hub of India, with industrial estates and numerous financial and educational institutions of immense potential. Bengaluru is located in the Deccan Plateau in south-eastern Karnataka. The city of Bengaluru is situated in the Bengaluru Urban district and the surrounding rural areas are a part of the Bengaluru Rural district. According to the 2011 census, Bengaluru had population of 96,21,551 of which male and female were 50,22,661 and 45,98,890 respectively with a sex-ratio of 908 females/1000 males. It is the third largest city in India and the twenty seventh largest cities in the world in terms of population with the density of 4378 people per square km. In education section; total literates in Bengaluru city are 67,75,942 of which 36,64,959 are males while 31,10,983 are females according to 2011 census with average literacy rate of percent of which male and female literacy is and percent respectively. In Bengaluru 65 per cent of population speak Kannada and remaining population speak Tamil, English, Hindi, Telugu, Malayalam and Urdu. Bengaluru is referred to as the Silicon Valley of India and accounts for 35 per cent of India s software exports. It is home to prestigious colleges and research institutions. This is the most advanced district in Karnataka. Over the years, Bengaluru has evolved into a manufacturing hub for public sector heavy industries particularly aerospace, telecommunications, machine tools, heavy equipment, space and defense. The establishment and success of business software services firms in Bengaluru after the liberalization of India s economy has contributed in great measure to the growth of India s information technology industry. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 16

29 Bengaluru is situated in the south-east part of Karnataka at an average elevation of 920 meters (3018 feet). It is positioned at N E longitude and covers an area of 2190 km². Bengaluru district borders with Kolar district in the northeast, Tumkur district in the northwest, Mandya district in the southwest, Chamarajanagar district in the south and the neighbouring state of Tamil Nadu in the southeast. Bengaluru has large number of lakes. Of these Sankey Lake, Ulsoor Lake and Yediyur Lake being the major ones. Because of its elevation, Bengaluru enjoys a pleasant and unflappable climate throughout the year. Bengaluru's relatively high altitude allows the city to experience a milder climate than many large cities situated on the coasts or at lower elevations. The city is located at the ridge top of the main water parting the Arkavathi and the South Pinakini Rivers. With a decadal growth rate of 38 per cent, Bengaluru is the fastest-growing Indian metropolis making it India's third-largest city and fifth-largest metropolitan center in the world. The city's workforce is predominantly non-agrarian, with only 6 per cent being engaged in agriculture-related activities. 3.2 Sampling design and data collection Selection of colour and flavor added food products Though there are so many colour and flavour added foods available in the market. For the convenience colour and flavour added food products were classified into different categories, which were most commonly available and sold in the study area. Preliminary discussions were held with the local consumers and the marketers about the consumption of colour and flavour added food products preferred in the study area to gather information for the study. Based on the discussions some products from each category are selected for the study. The different types of colour and flavour added food products sold in Bengaluru city is shown in Table 3.1 and fig Sample selection To accomplish the objectives, the required data were collected from the respondents by personal interview method with the help of pre-tested schedule. For the study, a sample of 60 consumers was purposively selected by simple random sampling method. In addition, a sample of 20 manufacturing firm proprietors of different food products was also drawn purposively resulting in a total sample size of 80 respondents. Samples of two to three proprietors were taken from different areas of the city. Some of the sellers of colour and flavour added food products in Bengaluru city has been shown in fig.3. Consumers from different localities of Bengaluru city namely Majestic, Shivaji Nagar, Rajaji Nagar, Yeshwantpur, R.T. Nagar, Hebbal, Mysore Road, Indira Nagar, K. R. Puram and Vidhyaranyapura were interviewed to find out their perceptions on colour and flavour addition in food preparation and level of awareness of food safety and standards regulations. The composition and distribution of sample respondents is presented in Tables 3.2 and Vijeta Singh

30 Fig. 1: Map of Bengaluru city showing the study area

31 Table 3.1: Colour and flavour added food products sold in the Bengaluru city Sl. No. Food Group Food Items 1. Bakery items 2. Savouries 3. Sweetmeats Biscuits (both plain and cream), wafers, rusk, cakes (sponge plum bread, buns, and pastries in different flavours) Vegetable chips, Bengal gram flour preparations such as sev, bujiya, boondi, Fried pulses such as bengal gram and green gram pulses. Bengal gram pulse flour preparations like Mysorepaks. Black gram pulse flour preparations like jangris. Preparations with refined wheat flour: jilebi. Milk-based preparations: burfies and pedas, milk product-based preparations: rasagolla, chum chum, gulabjamoon, basundi, cereal-based preparations like wheat halwas, halwas made of vegetables such as pumpkin, carrot, with ghee and sugar, puffed rice and flaked rice preparations such as laddus Non-alcoholic beverages Miscellaneous foods Non-carbonated and carbonated synthetic syrups, sherbets, juices, soft drink, badam (almond) milk, lassi (buttermilk, sweet yoghurt) Synthetic coloured powders in different tastes like mango (aamchuran), Khattamitha powder, sugar coated coloured saunf (aniseed), coconut gratings, crushed ice, fresh green peas, soups, sauces, chicken, chicken Manchurian, chicken gravy, fried groundnuts, biryani (a rice preparation), ice candies, ice creams, crystallized or glazed fruits such as tutifrooti. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 18

32 Table 3.2: Composition and distribution of consumers selected for the study Sl. No. Locality No. of consumers 1. Rajaji Nagar R.T. Nagar Hebbal, Mysore Road Indira Nagar Vidhyaranyapura 10 Table 3.3: Composition and distribution of proprietors of food manufacturing firms selected for the study Sl. No. Locality No. of firms 1. Rajaji Nagar 2 2. R.T. Nagar 3 3. K.R. Puram 3 4. Mysore Road 3 5. Yeshwanthpur 3 6. Majestic 3 7. Shivaji Nagar 3 19 Vijeta Singh

33 Fig. 2: Different types of Colour and Flavour added food products available in Bengaluru city

34 Fig. 3: Sellers of colour and flavour added food products in Bengaluru city

35 3.2.3 Collection of data To evaluate the objectives of the study, required data were collected from primary as well as secondary sources. The schedule consisted of two parts, namely, general information and specific information for primary data collection. The general information collected included name of the respondent, age, sex, contact information, education, occupation, type of family, size of the family and monthly income. The specific information elicited included the information regarding the types and brands of food colour and flavour used in food products, sources of purchase of food colour and flavour, factors influencing the preference for adding colour and flavour to food products and knowledge on food safety and standards regulations. The respondents were contacted individually and the objectives of the study were clearly explained to them to ensure their co-operation and accuracy in their responses. The secondary data on location, demography and other details about the study area were collected from District Statistical Office Period of study The data pertaining to year was obtained through the survey carried out in the month of February and March Care was taken to minimize the recall bias. 3.3 Analytical tools and techniques The methods of analysis used in the present study are presented under the following headings Percentages 100. A percentage is a way of expressing a number, especially a ratio, as a fraction of Measures of Central Tendency The data was analyzed by working out simple averages (wherever applicable). Mean and percentages were compiled for variables indicating socio- economic characteristics of respondents. Consumer awareness towards Food Safety and Standards were also analyzed using percentage analysis, mean scores and modal value Best-Worst Scaling Maximum Difference is an approach for obtaining preference scores for multiple items (brand preferences, brand images, product features, advertising claims, etc.) using marketing or social survey research. Although Maximum Difference shares much in common with conjoint analysis, it is easier to use and applicable to a wider variety of research situations. Maximum Difference is also known as "best-worst scaling." The Best-Worst (BW) was developed by Louviere and Woodworth, (1990) and first published in 1992 (Finn and Louviere, 1992). The Best-Worst approach assumes that Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 20

36 there is some underlying subjective dimension, such as degree of importance or degree of interest and the researcher wishes to measure the location of some set of objects along this dimension (Auger, Devinney and Louviere, 2004). The respondents were provided choice sets to choose the best or most important and the worst or least important from each set. There is no bias in the rating scale, since there is only one option to choose something that is most or least important. BW models the cognitive process by which respondents identify the items respectively, the most and the least of a characteristic, from designed sub-sets of three or more items. Technically, BW models the process of picking the two items that are the farthest apart on the underlying dimension of scaling interest (hence, maximum difference scaling ). The coefficients are ratio level and can be directly compared, which is not true for standard rating or ranking tasks. The key issue for implementation is to design a series of choice sets that include all the items of interest and all possible comparisons and an equal number of times for each respondent (Louviere and Woodworth, 1990). Typically, any orthogonal fractional design may be applied to construct BW experiment. On a more technical level, if there are k attributes to be scaled, and they are placed in C subsets, there are k(k-1)/2 BW pairs and k(k-1)/2 WB pairs associated with each subset. That means that each choice set contains k(k-1) possible choice options (namely, all the BW and WB pairs). For any given subset presented to an interviewee, he/she implicitly chooses from k(k-1) pairs. The random error associated with each ij pair is ij and it is assumed to be distributed independently and identically as an extreme value type 1 (Gumbel distribution). The level of importance for each choice was determined by subtracting the number of times the attribute was least important (worst) from the number of times it was most important (best) in all choice sets. The level of importance of each attribute depends on the number of respondents and in the frequency that each attribute appears in the choice sets. The consumer preference for factors influencing food manufacturing firms and consumers to add colour and flavour in preparation of food products was analyzed using BW scale. Hence, the level of importance of a particular attribute was transformed to a standard score. The reason for standardization is to allow comparison between different groups of respondents, where the number differs in each collection. Count best Count worst Standard score = kn Where, Count best = total number of times an attribute was most important Count worst = total number of times an attribute was least important n = the number of respondents k = frequency of the appearance of each attribute in the design (Chandraprabha, 2012) Garrett s Ranking Technique Garrett s ranking technique was adopted for analyzing the reasons for not using food colour and flavour in domestic cooking by consumers. As per this method, 21 Vijeta Singh

37 respondents have been asked to assign the rank for all factors. Thus assigned ranks by the individual respondents were counted into percent position value by using the formula. Per cent position = 100 (Rij 0.5)/Nj. Where, Rij stands for rank given for the i th factor by the j th individual. Nj stands for number of factors ranked by j th individual. For each per cent position scores were obtained with reference to Garrett s tables. The scale value for first rank to tenth rank is 81, 70, 63, 57, 52, 47, 42, 36, 29 and 18 respectively. Summation of these scores for each factor was worked out for the number of respondents who ranked for each factor. Mean scores were calculated by dividing the total score by the number of respondents. Overall ranking was obtained by assigning ranks 1, 2, 3. etc. in the descending order of the mean score Scaling technique Scaling technique was used to measure the level of awareness towards Food Safety and Standards Act and Regulations among users of food colour and flavour. The questions for assessing awareness were categorized in two parts namely knowledge of food additive rules and knowledge of food colours and flavours. The respondents were asked to rate their knowledge regarding food safety and standards on given set of questions. The responses to the questions were measured in a five- point score namely very good, quite good, neither good nor poor, poor and very poor and the scores of 5, 4, 3, 2, and 1 were given to the above scales respectively. Later scores were added and the inferences were drawn based on computed mean score and modal value for awareness relating to Food Safety and Standards Act and Regulations among users of food colour and flavour. Mean scores were calculated by using the formula, (N N N N 4 2+ N 5 1)/N Where, N = N 1 + N 2 + N 3 + N 4 + N 5 N 1 = Number of respondents who rated their knowledge very good. N 2 = Number of respondents who rated their knowledge quite good. N 3 = Number of respondents who rated their knowledge neither good nor poor. N 4 =Number of respondents who rated their knowledge poor. N 5 = Number of respondents who rated their knowledge very poor. Further the obtained mean scores divided in three categories high, low and medium aware, where the value is from was considered as highly aware category, where the value is vary between was come under the medium aware category and finally when the value is below 1.67 was come under low aware category. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 22

38 CHAPTER IV RESULTS The results of the analysis carried out in consonance with the objectives of the study are presented in this chapter under the following headings. 4.1 Socio-economic characteristics of consumers and respondents of food manufacturing firms 4.2 Types and brands of food colour and flavour used in food industry 4.3 Marketing channels involved in food colour and flavour market 4.4 Uses of food colour and flavour in domestic cooking by consumers 4.5 Factors influencing the preference for adding colour and flavour in food products 4.6 Reasons for not using colour and flavour in domestic cooking by consumers 4.7 Awareness of consumers towards Food Safety and Standards Act and Regulations 4.1 Socio - economic characteristics of respondents The socio-economic profile of respondents from food manufacturing firms and consumers is presented in Table 4.1 and 4.2 respectively. This includes information such as, age, educational qualification, family size, family type and monthly income of the respondent. It could be observed that majority of the consumers fall under the age group of years with per cent of total sample, followed by per cent of respondents of age group below 25 years. Whereas, per cent were of age group of years, while per cent of the respondents belonged to age group of years and only 8.33 per cent of the respondents were above 55 years. In case of food manufacturing firms, 20 respondents were interviewed and among them 35 per cent of the total number of respondents belonged to age group of years, whereas 25 per cent of the respondents were below the age of 25 years. Followed by 20 per cent of the respondents with age group of years and 15 per cent belonged to the age group of years. Only 1 respondent was above 55 years. Results pertaining to education of consumers it indicated that majority (51.67%) of the respondents were graduate per cent had primary education, 6.67 per cent had completed higher primary education, 10 per cent of the respondents were studied up to SSLC whereas, 15 per cent had completed PUC and 10 per cent of the respondents were studied up to post graduation degree. With respect to manufacturing firms, most of the respondents (50%) were graduates. (20%) were PUC, (10%) had completed higher primary education, 5 per cent had primary education, (5%) studied up to SSLC, (10%) of the respondents were post graduate. None of the respondents were illiterates. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 23

39 Table 4.1: Socio economic profile of proprietors of food manufacturing firms (N=20) Sl. No Particulars Age group (in Years) Number of respondents Percentage to the total Below Above Total Education Illiterate Primary education Higher primary education SSLC Pre university College Graduation Post- Graduation Total Monthly sales (in Rs.) Up to 1,00, ,00,001-2,00, ,00,001-3,00, ,00,001-4,00, More than 4,00, Total Type of business Bakery Confectionery manufacturer Sweet stall Soft drink manufacturer Ice cream manufacturer Food court/restaurants Total Vijeta Singh

40 Table 4.2: Socio-economic profile of consumers (N=60) Sl. No. Group Number of respondents Percentage to the total Age group (in years) Below Above Total Education Illiterate Primary Higher primary SSLC Pre university College Graduation Post- Graduation Total Gender Male Female Total Family size 4. Small size (Up to 4) Medium size (4-6) Large size (more than 6) Total Type of family Joint Nuclear Total Food habit Vegetarian Non vegetarian Total Occupation Student Housewife Govt. job Private job Business Total Monthly income (Rs.) Up to 25, ,001-50, ,001-75, ,001-1,00, More than 1,00, Total Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 25

41 With respect to monthly income of the respondents, per cent of the consumers had income above Rs. 25,001 50,000 per month, per cent earned Rs. 50,001 to 75,000 per month. Nearly per cent were having higher income of Rs.75,001-1,00,000 per month. Only per cent were earning above Rs.1, 00,000 per month and per cent were found to earn upto Rs.25,000 per month. It could be seen that monthly sales in value terms for manufacturing firms, 45 per cent of firms accounted for the income group of Rs. 1,00,001-2,00, per cent of firms belonged to the income group of below Rs. 1,00,000 per month and 15 per cent accounted for Rs. 3,00,001-4,00,00 per month. 15 per cent earned Rs. 2,00,001 to 3,00,000. Only one respondent i.e. (5%) had monthly income more than Rs.4, 00,000. With regard to the family size of consumers, majority (50%) were small type consisting of parents and one or two children followed by per cent were medium size family consisting parents, children and grandchildren and per cent large family size consisting of more than seven members in the family. About family type per cent of consumer belonged to nuclear family and the remaining per cent belonged to joint family. With respect to food type, majority of the respondents (71.67%) were non vegetarian and remaining (28.33%) were having vegetarian type of food habit. Results pertaining to occupation show that majority of the respondents (26.67%) were Government employee, per cent were housewives. 20 per cent were student and18.33 per cent of the consumers were having private jobs. Only per cent of the consumers were running their own business. 4.2 Types and brands of food colour and flavour used in food industry The different brands of food colour and flavour used in food industry is listed in Table 4.3. Various types and a number of brands of food colour and flavour were identified in the study area. For the purpose of the study, discussions held with the food manufacturing firms, local consumers and the marketers about the use of colour and flavour preferred in the study area and various websites were also referred to gather information on the types and brands of food colour and flavour used in food industry. Major brands of food colour and flavour that were collected during the time of survey are shown in fig. 4. Some of the international brand like Bush and Wild and local brands like Creative, Premier, Diamond, Gold Butterfly, Flying Bird and Three leaves were found more popular and mostly used by the food manufacturing firms in the study area. The different types of colour of natural and synthetic origin and their uses in food industry is presented in Tables 4.4 and 4.5 respectively. There is a huge number of flavour used in soft drinks, confectioneries, Ice creams, Bakery products, Snacks and savouries, sweets and even in food courts. The different types of flavour used by food industry are listed in Table Vijeta Singh

42 Table 4.3: Different brands of Food colour and flavour used in food industry Sl. No. Food Colour Brand Food Flavour Brand 1. Ajanta Ajanta 2. Allocol Apollo 3. Asian Star Arife 4. Arun Blossom 5. Black &White Creative 6. Bush Etol 7. Creative Falcon 8. Diamond Florale 9. Ekta Flying Bird 10. Falcon Imagine 11. Flying Bird, Mr. Kool 12. Gold butterfly Premier 13. IFF Queen 14. Joker brand Sonarex 15. Katyani Sooper 16. KOR Symrise 17. Mayur Three Birds 18. Mr. Kool Three leaves 19. Premier Top 20. Primacol Trilok 21. Queen Trishul 22. Sonarex UFF 23. Sun brand Viola 24. Three leaves 25. Trishul brand 26. UFF 27. Wild 28. Yes brand Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 27

43 28 Vijeta Singh Table 4.4: Types of natural colour used in food industry Origin Sl. No. Type Natural Uses Colourant Hue Annatto Orange red Soft drinks,alcoholic drinks, pickles Canthoxanthin Orange red-red sauces, soups,meat &fish dishes 1. Red Paprika Orange-red Meat products, snack, soups, salad Beet powder Bluish red Frozen foods, ice creams, flavored milk Carmine Bluish red Soft drinks, sugar & flavor confectionary, pickles, sauces Sandal wood Orange-orange red Fish processing, alcoholic drinks, sea food dressings, meat products 2. Blue Anthocyanin Blue-reddish Soft drinks, alcoholic drinks Beet powder Bluish red Frozen foods, ice creams, flavored milk Crocin yellow Dairy products, jams, pasta, rice Beta-carotene Yellow-orange Butter, fats, oils, soft drinks, fruit juices, ice creams Lucin yellow ice creams, dairy products, sugar, flour 3. Yellow Turmeric Bright yellow Yoghurt, frozen products, pickles Riboflavin yellow Cereal products, sherbet, ice cream Sandal wood Orange Fish processing, alcoholic drinks, sea food dressings, meat products Safflower yellow Soft drinks, alcoholic drinks Saffron yellow Baked goods, rice dishes, meat dishes, soups 4. Green Chlorophyll Olive green Soups, sauces, fruit products, jams

44 Fig. 4: Different brands of food colour and flavour used in food industry

45 Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 29 Table 4.5: Types of synthetic colour used in food industry Sl. No. Type 1. Red 2. Blue 3. Yellow Origin Synthetic Uses Primary Blended Ponceau4R Raspberry red Carmoisine Rose pink Puddings, dairy products, confections, beverages, condiments, Cherries in fruit cocktail and in canned fruits for salads, Orange Red Erythrosine confections, baked goods, dairy products, snack foods Tomato red Indigo Carmine Violet Beverages, dairy products powders, jellies, confections, Brilliant Blue FCF Blue condiments, icings Lemon yellow Tartrazine Mango yellow Custards, beverages, ice cream, confections, preserves, cereals, Tomato yellow baked goods, snack foods, ice cream, beverages, dessert powders, Keshari (Saffron yellow) confections, rice dishes, meat dishes, soups, Butter, fruit juices, Sunset Yellow FCF Golden yellow ice creams Egg Yellow Apple Green 4. Green Fast Green FCF 5. Others Bright green Pea green Mint green Black currant Chocolate brown Black Caramel Bright vino Toffee brown Soups, sauces, fruit products, jams, jelly pops, peppermints, gum products, sweets, cakes, pastries Ice cream, confections, cherries, cakes, pastries, icings, candy, chocolates, baked goods

46 30 Vijeta Singh Table 4.6: Types of flavour used by Food industry Sl. No. Soft drink Confectionery Ice cream Bakery Snacks/Chips (Direct sprinkle Dry powder flavour) Sweets Food courts/ Restaurants 1. Cola All fruit flavours Almond Almond Ajwain Dry fruits Ajwain 2. Fruity cola Cardamom American Ice Cream Black currant Aniseed Pista Almond 3. Lime Chocolate Black Current Butter Scotch Ghee Falooda mix Aniseed 4. Lemon Coconut Butter Scotch Cardamom Peppermint Kesar Butter 5. Masala soda Kaccha Mango Cake Flavor Chocolate Jeera Pista Ghee 6. Tonovin Ginger Cardamom Coconut Garlic Natural honey Keshar 7. Vinto Mint Chocolate Coffee Black pepper Mawa Khus khus 8. Mango Spearmint Cheese Flavour Mango Onion Raj bhog Natural honey 9. Orange Coconut Orange Tomato Kheer mix Peppermint 10. Litchi Cola Pineapple Butter Fruit Mint 11. Pineapple Fruit Cocktail Rose Cheese Mawa 12. Rooh afza Kala Khatta Peach Lime Biryani 13. Mix fruit Lemon Strawberry Basmati Rice 14. Raspberry Mango Alphanso Vanilla Cucumber 15. Strawberry Milk Condensed Pista Maize 16. Black currant Orange Milk 17. Grape Pineapple Manchurian 18. Cherry Rose Peanut 19. Kala Khatta Saffron Yoghurt 20. Apple Strawberry 21. Falsa Tomato 22. Jeera Masala Vanilla 23. LLC Mist

47 4.3 Marketing channels involved in food colour and flavour market The food colour and flavour market channel drawn based on the data collected from different sources. In the study area, following marketing channels for food colour and flavour were identified Marketing channels for food colour Channel I: Primary food colour manufacturer Stockist/ Distributor Blended colour manufacturer Dealers Food manufacturing firms Channel II: Primary food colour manufacturer/supplier Blended colour manufacturer Wholesalers Food manufacturing firms Channel III: Primary/Blended Food colour manufacturer/supplier Dealers Food manufacturing firms Channel IV: Primary/Blended Food colour manufacturer/supplier Exporter Channel V: Primary/Blended Food colour manufacturer Wholesaler Retailer Food manufacturing firms/consumer Marketing channels for food flavour The investigation in study area revealed following four marketing channels for food flavour. Channel I: Food flavour manufacturing company Merchant exporter Channel II: Food flavour manufacturing company/supplier/distributor Food manufacturing firms Channel III: Food flavour manufacturing company Dealers Food manufacturing firms Channel IV: Food flavour manufacturing company/supplier/bulk wholesaler Retailers Food manufacturing firms/ Consumers 4.4. Uses of food colour and flavour in domestic cooking by consumers Table 4.7 presents the uses of food colour and flavour in domestic cooking by consumers. Nearly 60 per cent of the respondents used colours and flavours in food products in domestic cooking and amongst this group, per cent were using yellow colour, followed by red colour which was used by per cent of the respondents and only 8.33 per cent were using green colour in food products. None of the consumers were using blue colour. It could be observed that majority, (76.67%) of the consumers do not use food flavour in food products, very few respondents (23.33%) used food flavouring agent in domestic cooking and among them per cent were using vanilla flavour and per cent were using chocolate flavour to food products followed by fruit flavour (14.28%) and others ( 28.57%). Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 31

48 Table 4.7: Uses of food colours and flavours in domestic cooking by consumers (N=60) Sl. No. Group Colour Number (%) Flavour Number (%) 1. Users 36(60.00) 14(23.33) a) Yellow 28(77.78) a) Vanilla 9(64.28) b) Green 3(8.33) b) Chocolate 5(35.71) c) Red 5(13.89) c) Fruit 2(14.28) d) Blue 0(0.00) d) Others 4(28.57) 2. Non- Users 24(40.00) 46(76.67) Note: Figures in the parentheses indicate percentage to the total number 32 Vijeta Singh

49 4.5. Factors influencing the preference for adding colour and flavour to food products For the present study, the different factors considered for colour and flavour addition to food products, were presented in two different groups namely factors influencing the preference for adding colour and flavour to food products by food manufacturing firms and at domestic level by consumers. The B-W scaling method was used to analyze the factors influencing the preference for adding colour and flavour to food products. Respondents were asked to indicate the most important and least important factors for adding colour and flavour in food products. The individual factor sums of most (best) and least (worst) for each of the sixteen factors were then summed over all individuals to determine an aggregate measure of most and least for each attribute. The aggregate least value was subtracted from the aggregate most value to calculate an Aggregate B-W score for each attribute Factors influencing the preference for adding colour and flavour to food products by food manufacturing firms The preferences of food manufacturing firms for various factors considered for adding colour and flavour to food products, is presented in the Table 4.8 and fig 5. The better price realization ranked first among all the factors considered as the sample respondents gave a maximum difference count of 47 with the standard score of followed by to enhance appetizing value with maximum difference count of 45 with the score of The factors to increase sales, Product differentiation, to improve visual appeal, to intensify colours naturally occurring in food, to improve taste got maximum difference count of 35, 27, 24, 21 and16 respectively and scores of 0.437, 0.337, 0.300, and 0.200, respectively. Apart from this, to satisfy consumer s need, basic ingredients in food preparation and to ensure product uniformity in all season were other important considerations influencing the preference for adding colour and flavour in food products. In contrast the least preferred factors with respective maximum difference count and scores were since other firms are using (-57, ), antioxidants and nutraceautical properties (-48, ), to mask defects (-41, ), to protect light sensitive vitamins during storage (-35, ), to extend shelf life and stability (-24, ) and to preserve identity of food have no colour of its own (-19,-0.237). Table 4.9 presents the relative importance of each factor which was interpreted by using standardized interval scale. This was calculated by taking the square root of the frequency of best (most) divided by the frequency of worst (least) for each factor (Square root (B/W)) and then creating a scale so that the factor with the highest Square root (B/W) becomes 100 (most important) and all other factor are scaled relative to this factor with the highest Square root (B/W). From the fig 6., it can be revealed that among all the factors, the preference was the highest (100%) for better price realization followed by to enhance appetizing value (97.89%), the next preferred factor was to increase sales Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 33

50 34 Vijeta Singh Table 4.8: Factors influencing the preference for adding colour and flavour to food products by food manufacturing firms (N=20) Sl. No. Factors Best counts Worst counts Best - Worst Standard score Rank 1. To increase sales III 2. To satisfy consumer s need VIII 3. Since other firms are using XVI 4. Better price realization I 5. To improve visual appeal V 6. To improve taste VII 7. To extend shelf life and stability XII 8. To protect light sensitive vitamins during storage XIII 9. To preserve identity of food have no colour of its own XI 10. To enhance appetizing value II 11. Antioxidants and Nutroceutical properties XV 12. To ensure product uniformity in all season X 13. Basic ingredients in food preparation IX 14. Product differentiation IV 15. To intensify colours naturally occurring in food VI 16. To mask defects XIV

51 Relative preference standard score Factors Fig. 5: Factors influencing the preference for adding colour and flavour to food products by food manufacturing firms

52 Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 35 Table 4.9: Relative importance of factors considered for colour and flavour addition to food products by food manufacturing firms (N=20) Sl. No. Factors Aggregate Best Worst Mean B W Square root (B counts /W counts ) Standard interval scale 1. To increase sales To satisfy consumer s need Since other firms are using Better price realization To improve visual appeal To improve taste To extend shelf life and stability To protect light sensitive vitamins during storage To preserve identity of food have no colour of its own To enhance appetizing value Antioxidants and Nutroceutical properties To ensure product uniformity in all season Basic ingredients in food preparation Product differentiation To intensify colours naturally occurring in food To mask defect

53 (51.37%), to improve visual appeal (43.30%), Product differentiation (40.17%), to preserve identity of food have no colour of its own (29.57%), to intensify colours naturally occurring in food (28.86%) followed by to satisfy consumer s need (25.00%), to improve taste (24.04%), (9.93%), to ensure product uniformity in all season (9.77%), to extend shelf life and stability (5.99%) and to mask defects (5.15%) Factors influencing the preference for adding colour and flavour in food products by consumers The factors influencing the consumer s preference for adding colour and flavour in food products at domestic level is furnished in the Table The most important factor for adding colour and flavour in food products was liked by family with maximum difference count of 80 and score of (fig. 7). The next preferred factor was to add specific flavour with maximum difference count of 24 and score of The other important factor which affect the preference for colour and flavour addition in food products was to intensify colours naturally occurring in food with maximum difference count of 18 and score of followed by to increase aesthetic value, antioxidants and nutraceautical properties with maximum difference count of 16,12 and scores of and 0.050, respectively. The least preferred factors were to preserve identity of food have no colour of its own with respective maximum difference count and scores of (-93, ), habitual (-29,-0.120), to improve taste, (-21, ) and basic ingredients in food preparation (-7, ). Table 4.11 presents the relative importance of each factor based on standardized interval scale. It can be observed the highest (100%) preference was given to the factor liked by family. The next preference was given to to add specific flavour (47.97%) followed by to intensify colours naturally occurring in food (45.96%), to increase aesthetic value (44.23%), to improve taste (42.87%), basic ingredients in food preparation (36.04%), antioxidants and nutraceautical properties (32.18%) and habitual (-28.71%), the least important factor considered for adding colour and flavour in food products by consumers was to preserve identity of food have no colour of its own (18.56%). 4.6 Reasons for not using colour and flavour in domestic cooking by consumers Table 4.12 presents the results pertaining to reasons for not using colour and flavour in domestic cooking by consumers. The Ranking of mean scores is made to identify 10 most distinguishing reasons using Garrett ranking technique. Among the sixty consumers twenty four non users of food colour and flavour were asked to rate the reasons which they consider most important for not using colour and flavour in food preparation. From the results it is inferred that the foremost reason for not using colour and flavour in food preparation was do not like to use food colour and flavour which ranked first with the Garrett score of Colour and flavor available in the market is 36 Vijeta Singh

54 Standardized interval scale Factors Fig. 6: Relative importance of factors considered for adding colour and flavour to food products by food manufacturing firms

55 Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 37 Table 4.10: Factors influencing the preference for adding colour and flavour to food products by consumers (N=60) Sl. Best Worst Best Factors No. counts counts Worst Standard score Ranking 1. Liked by the family I 2. To preserve identity of food have no colour of its own IX 3. To increase Asethic value IV 4. To add specific flavor II 5. Habitual VIII 6. To intensify colours naturally occurring in food III 7. Antioxidants and Nutroceutical properties V 8. Basic ingredients in food preparation VI 9. To improve taste to food VII Table 4.11: Relative importance of factors considered for colour and flavour addition to food products by consumers (N=60) Sl. Best Average B W Square root Standard interval Factors No. Worst Score (B counts /W counts ) scale 1. Liked by the family To preserve identity of food have no colour of its own To increase Asethic value To add specific flavor Habitual To intensify colours naturally occurring in food Antioxidants and Nutroceutical properties Basic ingredients in food preparation To improve taste Note: Even the non- users were asked about their preferences in case they were to use food colours and flavours

56 Table 4.12: Reasons for not using food colour and flavour in domestic cooking by consumers (N= 24) Sl. No. Reasons Mean Score Rank 1. Not needed in food preparation IV 2. Flavour & colour available in market is not of good quality III 3. Do not like to use food colour and flavour I 4. Lack of awareness of food colour and flavor availability in the market X 5. Difficult to get food colour and flavour IX 6. Colour and flavour available in the market is harmful to health II 7. Does not give right consistency to food VIII 8. Garnish food in other way rather than adding colour and flavour VI 9. Natural colours and flavours are expensive V 10. Adding colour and flavour to food is waste of money VII 38 Vijeta Singh

57 Standardized interval scale Relative Preference standard score Factors Fig. 7: Factors influencing the preference for adding colour and flavour to food products by consumers Factors Fig. 8: Relativeimportance of factors considered for adding colour and flavour to food products by consumers

58 harmful to health and Flavour & colour available in market is not of good quality were quoted second and third important reason with scores of and 62.70, respectively. Not needed in food preparation and expensive natural colours and flavours were ranked fourth and fifth ranks with scores of and 51.33, respectively. Garnish food in other way rather than adding colour and flavour with score of and adding colour and flavour to food is waste of money with score of were opined sixth and seventh important reason. Does not give right consistency to food and difficult to get food colour and flavour were another reasons of not adding colour and flavour in food preparation which were ranked eighth and ninth with scores of and 30.33, respectively. Lack of awareness of food colour and flavour availability in the market was given least score of and ranked as the least important reason of not using colour and flavour in food preparation. 4.7 Awareness of consumers towards Food Safety and Standards Act and Regulations The pre prepared questions were categorized in two parts namely knowledge of food additive rules and knowledge of food colours and flavours to judge the level of awareness towards Food Safety and Standards Act and Regulations. Using scaling technique, the responses for the questions were measured in three degree level of awareness namely high, medium and low. An overview of responses from the total of 80 respondents comprising 60 consumers and 20 proprietors of food manufacturing firms interviewed highlights the level of awareness about Food Safety and Standards Act and Regulations Awareness of Food Safety and Standards Act and Regulations The significant findings shown in Table 4.13 are that more than two third, (68.33 %) of the consumers were aware of Food Safety and Standards and among them per cent were aware of Food Safety and Standards by name only and remaining per cent were aware of Food Safety and Standards rules. With respect to food manufacturing firm proprietors, all respondents, (100%) were aware of Food Safety and Standards, among them 15 per cent were aware of Food Safety and Standards by name only but major chunk, (85%) of the firm proprietors, were aware of Food Safety and Standards rules Sources of information relating Food Safety and Standards Act Table 4.14 presents the sources of information on Food Safety and Standards to consumers and manufacturing firm proprietors. It could be observed that, in case of consumers nearly per cent, got information on Food Safety and Standards through Television and radio, followed by through friends/ relatives to the extent of per cent. Newspaper/magazine was the other source for getting information on Food Safety and Standards for per cent of the respondents. However, per cent of respondents replied that they received the information from the other sources. In other sources they mentioned seminar, workshops, symposium and College lectures etc. Consumer Preference for Colour and Flavour added Food Products in Bengaluru City 39

59 Table 4.13: Awareness of Food Safety and Standards Act and Regulations (N=80) Sl. No. Group Consumer (n 1 =60) Proprietors of food manufacturing firms (n 2 =20) Number Percentage Number Percentage Aware a. By name only b. Aware of rules and standards Unaware Table 4.14: Sources of information relating Food Safety and Standards Act and Regulations (N = 61) Sl. No Group Consumer (n 1 =41) Proprietors of food manufacturing firms (n 2 =20) 1. Through TV/Radio 17(41.46) 4 (20.00) 2. Through friends 10(24.39) 2 (10.00) Through Newspaper/ Magazines Food safety guidelines by Government 6(14.63) 3 (15.00) 8(19.51) 11(55.00) Note: Figures in the parentheses indicate percentage to the total number 40 Vijeta Singh

60 Through TV/Radio Through Newspaper/ Magazines Through friends Through any other way 20% 41% 15% 24% Fig. 9: Sources of information relating Food Safety and Standards to Consumers Through TV/Radio Through Newspaper/ Magazines Through freinds Through Government guidelines 20% 55% 10% 15% Fig. 10: Sources of information relating Food Safety and Standards to proprietors of food manufacturing firms