SESSION 3 Consumer Survey

SESSION 3 Consumer Survey Consumers Hedonist Preferences Towards Typical Food Products in France, Germany and Spain p. 98 G. Giraud,, ENITA Consumers Attitudes and Price / Preference Tradeoff p. 107 L.M. Albisu, CITA Zaragoza Preferred Attributes by Consumers p. 118 M. Petzoldt, TU Munich Consumer Purchasing Behaviour Towards Typical Food Products in France, Germany and Spain p. 127 G. Giraud,, ENITA Clermont Is Typicality Legitimated? Focus on Results of Some Specific Differentiated Products p. 133 H. Resano, CITA Zaragoza 195 Consumers Hedonist Preferences Towards Typical Food Products in France, Germany and Spain G. Giraud ENITA Clermont with help of A. Lebecque,, J.N. Serra,, C. Amblard,, L.M. Albisu,, A.I. Sanjuan,, H. Resano,, U. Enneking,, U. Fischer, M. Petzoldt,, I. Trigui,, A. Letort 98

Recruitment of Panellists FRANCE 7 Champion supermarkets Auvergne: 4 /drycured ham, 6 /wine 2 urban supermarkets, 2 suburban, urban, 3 rural Drycured ham: 612 customers 78 final panellists Wine: 382 customers 67 final panellists GERMANY (only red wine) Own panel during 6 months Two regions: Saarland/Pfalz (producing area), Bavaria (outside production area) 2215 interviewees 259 final panellists SPAIN (only drycured ham) Two Carrefour hypermarkets in Zaragoza 5640 customers 216 final panellists 197 Experimental design of consumer survey expected /realised Spain France Germany Nb panellists Red wine 400 / 382 400 / 253 800 / 635 Drycured ham 400 / 5640 400 / 612 800 / 6252 Nb panellists 400 / 5640 800 / 994 400 / 253 1600 / 6887 Expected /actual decrease nb panellists /succession stages Stage Spain Ham Ham France Wine Germany Wine Purchase recording 400 / 5640 400 / 612 400 / 382 400 / 254 Hedonist test 1 200 / 247 200 / 87 200 / 73 200 / 222 Conjoint analysis 100 / 216 100 / 78 100 / 67 100 / 259 198 99

199 Several potential explanations of purchasing behaviour WP2 Consumer Perception & Behaviour Hedonist Blind Preferences Hedonist Identified Preferences Socio Demogra phics Attitude Conjoint Analysis Ranking Recorded Purchases Products Sensory Profiles Typicality Assessment same for Country B WP1 Typicality Assessment WP1: Assessment of the organoleptic properties of typical food products 200 100

Average ratings 4,37 4,44 4,29 4,53 &. %.) %.' %.% %.# %. $.) 4,66 5,13 Wine blind test France 5,12 4,68 5,11 5,11 Apart B56, French consumers prefer German Dornfelder Rheinbergellerei. They appreciate also 3 up to 4 typical wines: Beaujolaisvillage domaine des Nugues, Dornfelder Deutsches Weintor, Bürklin Wolf Distribution 3 classes appreciation: B56,D52,D37,D41 most preferred by consumers D56,B31 ratings divided in 2 opposite groups B60, B34, B61, B62 not well appreciated 30 25 20 15 10 5 0 nb 1. 2 ; # 1) + 3 1..5 2 ; # 2 ; # 2 ; # L5 A3M, $ : L3A.5 M 0 '2 L.A5 M 3..) wine Distribution of panel s ratings 201 4 groups of consumers: axis 1: French vs German wines PCA consumers/wines 39% variance explained French No typical Wine blind test France axis 2: Typical vs non typical for French wines the largest group appreciates typicality of some German Dornfelder,'#,' 0,40,' 20 assessors,$%,&' 10 assessors,$ 0,80 0,80 Axis 1 21,67 % German Typical 0,00 /$( 0,80 0,60 0,40 0,20 0,00 0,20 0,40 0,60 0,80 1,00 Axis 2 16,21 % /&# French Typical 0,40 14 assessors German /&' No typical /% 23 assessors 202 101

Hedonist rating blind test Germany wine 1 2 3 4 5 6 7 8 9 10 4.80 4.85 5.05 5.42 5.61 5.60 5.83 6.18 6.20 6.50 4 5 Mean 6 7 1 = Chateau de l Eclair 2002 2 = Le Pere la Grolle 2002 3 = Domaine des Nugues 2002 4 = Beaujolais Villages Champion 2002 5 = Dt. Weintor 2002 6 = Dt. Weintor 2003 7 = St. Gisbertus 2002 8 = Rheinberg 2003 9 = Mussler 2003 10= Bottwartal 2003 203 blind rating Aoste F20 6.20 Champion F18 6.04 Teruel DO S16 typical 6.03 Bayonne RdF F17 5.75 Auvergne F15 typical 5.57 Serrano S21 5.41 Drycured ham F19 5.40 Aveyron F16 typical 4.98 Iberian nuestra S18 4.38 Iberian lazo S19 typical 4.28 70 60 50 40 30 Average rating % consumers Ham blind test France Particularly appreciated F20, F18, S16, F17 Iberian appreciated by 30% French consumers but rejected by other Hams particularly appreciated include regional, Spanish DO, and commercial or distributor brands Typicality established by food chain actors not a criteria preference: S16,F15 preferred by most of consumers F16 divided appreciation S19 mainly rejected, due to a specific taste 20 10 0 Class of notation: F20 F18 S16 typical F17 F15 typical S21 F19 F16 typical S18 S19 typical [04] [4,16] [6,110] ham Distribution of ratings 204 102

Effect of information on preference,, Germany wine Difference Difference between hedonist ratings in identified and blind test 0.9 0.85 0.8 0.72 0.75 0.72 0.7 0.59 0.6 0.5 0.43 0.4 0.3 0.3 0.23 0.22 0.2 0.1 0 0.55 1 2 3 4 5 6 7 8 9 10 1 = Chateau de l Eclair 2002 2 = Le Pere la Grolle 2002 3 = Domaine des Nugues 2002 4 = Beaujolais Villages Champion 2002 5 = Dt. Weintor 2002 Wine Nr. 6 = Dt. Weintor 2003 7 = St. Gisbertus 2002 8 = Rheinberg 2003 9 = Mussler 2003 10= Bottwartal 2003 205 Effect of information on preference,, Spain ham 1.2 1.14 1.0 0.91 0.8 0.6 0.46 0.63 0.69 0.55 0.4 0.33 0.2 0.0 0.2 0.4 0.6 S19 S18 S07 S17 S16 S21 S20 F17 F16 F15 0.10 0.13 Difference between hedonist ratings in identified and blind test 0.55 S19 S18 S07 S17 S16 Lazo Iberian, Huelva DO S21 De Nuestra Tierra Huelva,, no DO S20 Navidul 4 Estaciones no DO F17 Ribera del Jiloca Teruel,, no DO F16 Alto Mijares Teruel DO F15 Granadul STG Serrano Carrefour Reflets de France Bayonne, Label Rouge Couderc Aveyron,, no DO Thoumieux Auvergne,, no DO 206 103

Effect of information on preference,, France 30 25 20 15 10 5 0 5 10 Drycured ham 11.9 10.5 7.2 8.9 ')& &) '# '#) '( '' '' &&$ '# '% '$ &(& &&( &% &% %*) %&' %## 4.2 %$) 4 %#) 2.5 F20 F18 S16 3.9 typical F17 F15 typical 24.6 S21 F19 F16 typical S18 S191.4 typical F16 Château l Éclair S21 Granadul Serrano F20 Aoste F15 Thoumieux Auvergne F18 Champion blind test /10 identified test /10 variation % 25 20 20.7 21.4 B31 Château l Éclair D56 Saint Gisbertus B34 Père la Grolle B56 BV Domaine Nugues 15 10 5 0 5 9.0 5.59 5.39 5.27 5.06 5.65 5.50 4.73 4.90 5.13 5.12 5.11 5.11 4.59 5.3 4.68 4.66 4.53 4.44 5.0 4.31 4.37 4.29 3.1 1.5 0.5 B56 typic D52 D37 typic D41 typic1.0 D56 B60 B31 typic blind test /10 identified test /10 variation % 10.4 B34 B61 B62 207 Effect of familiarity with product on blind preferences of French & Spanish consumers, ham 7 F20 F18 F15 F19 S16 F17 F16 S21 S20 S17 S07 S18 S19 6 5 4 3 2 1 Pvalue = 0.0145 mean Fr mean Sp Fr st dev Sp st dev Linéaire (mean Fr) Linéaire (mean Sp) 208 104

Conclusion Red wine Consumers appreciate typicality Drycured ham Consumers appreciate sensory traits Effect of familiarity (in each category) Local origin, strong and distributor brands Variety seeking & open taste for some consumers Effect of information Positive impact on preferences Increased dispersion of individual ratings Effect of origin intensified Confirmation of a segment of curious consumers 209 French hams, types of production multifactorial analysis Industrial hedonist blind preferences explained by processing factors Origin, breed, maturation, label, scale Small scale Onfarm 13.91% 210 105

Spanish hams, types of production multifactorial analysis 14.25% Industrial Iberian Teruel hedonist blind preferences explained by processing factors Origin, breed, maturation, label, scale 211 Overall multifactorial analysis Fr + Sp hedonist blind preferences explained by processing factors Origin, breed, maturation, label, scale 14.54% 212 106

Luis Miguel Albisu, Helena Resano, Ana I. Sanjuán Centre of Agrofood Research and Technology (CITA), Government of Aragon (Spain) 213 J. / G + ) #" #' 2 + #= G '' *% &'/# & 7MC.+.<GC76.+ 214 107

C @ + 215 Importance of attributes for the purchase decision Spain 4, + 7, 2 " + Cured ham : : # : $ : % : & : ' : ( : ) : * : : 0 5 6 G 216 108

C 217 6/ / @ + ; CC G " 8 6 47 7 7 : # : % : ' : ) : : 6 6 C / / 218 109

6/ / @ +9+ 6C 7 CC 7C : # : % : ' : ) : : 6 6 C / / 219 6/ / @ " 7 7 7 " 6 7 : # : % : ' : ) : : 6 6 C / / 220 110

6/ / @ 9: 221 " 6N %): N : "9)':. < O &: < : 6P &: : ': &#: QN" QNQ =E QN7 QN; / < # % ' ) C2 222 111

C 2 @ + 223 C @ = 2 224 112

C 2 @ 225 J + 2 @ ##: 8 @ (&: @ '':,E 226 113

6 /= 2 @/ 227 6 2 @ 1: 3 228 114

/ 4 4,4/ " +26G< "6CG G 7 8 7 R4 R4 6,. 2 + ". $ $ 'R #R # R, 6. 7 7. 6 E / # # 'R $R $ R 7. 6 E 6 'R 'R ' R 229 2 4 @ + 230 115

2 4 @" 231 / 4 2 " +26G< =<2 6GM G 7 R4 6,E. / 1>3. "= $ 'R #R,,E. + / 1>3. # 'R $R /.,E S< 'R 'R 232 116

2 4 2 @+ 233 2 4 2 @ = 234 117

@ = 1...3 @ 7 @ < 1.. 3 @ + = @ 7 235 Typical Food Products in Europe: Consumer Preference and Objective Assessment TYPIC 2003 200320052005 QL1CT CT20020222502225 Preferred Attributes by Consumers Marina Petzoldt Fachgebiet für Marktlehre der Agrar und Ernährungswirtschaft 118

Method of Conjoint Analysis Conjoint Analysis answers the following questions: How much contribute different attributes to the total utility of a product? Which combinations of attributelevels are mostly preferred by consumers? Are there heterogeneous preferences, allowing to join consumers with homogeneous preferences into segments? 237 Method of Conjoint Analysis Procedure: Attributes are systematically varied and combined creation of several different product stimuli Respondents have to rank these product stimuli in accordance to their preferences On basis of that ranking utilities of each attribute and level are calculated Sum of single utilities = total utility Example for wine: 2 Attributes/2 Levels 2002 / 2,29 Vintage / Price per bottle 2002 / 4,99 2003 / 2,29 2003 / 4,99 238 119

Selection of attributes and levels Selection of attributes and levels by literature study (market studies) focus groups with consumers Aim: Selection of attributes and levels which are relevant for the purchase decision in each single country allows a comparison of results between countries 239 Ham: Attributes and Levels SPAIN ATTRIBUTE LEVELS Origin Teruel (regional) Serrano (national) Bayonne (foreign) Certification quality certified (PDO, STG) not quality certified Brand producer`s brand distributor`s brand Price/kg 18 24 32 240 120

Ham: Attributes and Levels FRANCE ATTRIBUTE LEVELS Origin Certification Brand Price/ 100 gr. Auvergne (regional) Label Rouge On farm 1,90 Bayonne (national) PGI Champion (distributor) 3,90 Iberico (foreign) No label Aoste (producer) 5,90 Unknown 241 Ham: Example of presented cards SPAIN Card A Serrano ham Speciality Traditional Guaranteed (S.T.G.) Private brand Price: 32 /kg (5325 ptas/kg) FRANCE JAMBON SEC Origine: AUVERGNE Marque : Champion Emballé le : 04/06/2004 A consommer jusqu 'au: 04/08/2004 0123456789B O3 B1 L3 P3 Prix 1.90 4 tranches Poids net 100 g Prix en Fcs 12.46 F Prix/g 19.00 Please, rank these cards according to your preferences or the order in which you would buy them, for regular consumption at home. 242 121

Ham: Relative Importances SPAIN; N = 216 FRANCE; N = 144 243 Ham: Utilities SPAIN; N = 216 Bayonne Teruel Serrano 18 24 32 Origin Price without with + Producer Distributor %&' % %"&' %" %&' &' " "&' Certification Brand 244 122

Ham: Utilities FRANCE; N = 144 5,90 Unknown Iberian 1,90 3,90 Auvergne Bayonne Price Origin Label Rouge PGI + OnFarm Champion Aoste %&' % %"&' %" %&' &' " "&' No Certification Brand 245 Ham: Concluding Remarks Attributes and Levels which are comparable between countries Attribut Origin Price Certification Brand Levels regional national foreign low level medium level high level with without distributor producer SPAIN ++ + + ++ +++ + + FRANCE + ++ + ++ + + 246 123

Wine: Attributes and Levels FRANCE ATTRIBUTE LEVELS Origin Auvergne (regional) Beaujolais (national) Dornfelder (foreign) Brand Local brand Champion Fleurie Vintage 2001 2003 Price/ bottle 1,90 3,90 5,90 247 Wine: Attributes and Levels GERMANY ATTRIBUTE LEVELS Origin Pfalz Württemberg Beaujolais (foreign) Producertype estate winery cooperative Vintage 2002 2003 Price/ bottle 2,29 3,49 4,99 248 124

Wine: Example of presented cards FRANCE Vin Rouge Origine: Beaujolais Appellation d Origine Côntrollée 2003 Marque : Fleurie 0123456789F O3 B1 L3 P3 Prix 3.90 Prix en Fcs 25.58 F GERMANY 2003 Dornfelder Anbaugebiet: Pfalz Weingut 3,49 L Please, rank these cards according to your preferences or the order in which you would buy them, for regular consumption at home. 249 Wine: Relative Importances FRANCE, N = 67 GERMANY, N = 194 250 125

Wine: Utilities FRANCE; N = 67 1,90 3,90 5,90 Auvergne Beaujolais Dornfelder Champion Local brand Fleurie + 2001 2003 Price Origin Brand Vintage 251 Wine: Utilities GERMANY; N = 194 Beaujolais 2,29 Pfalz Württemberg 3,49 4,99 Origin Price cooperative estate winery + 2002 2003 %" %(' (' " Producer Vintage 252 126

Wine: Concluding Remarks Attributes and Levels which are comparable between countries Attribut Origin Levels regional national foreign FRANCE + GERMANY ++ low level Price medium level + ++ high level ++ + Vintage older younger + + 253 Consumer Purchasing Behaviour Towards Typical Food Products in France, Germany and Spain G. Giraud ENITA Clermont with help of A. Letort,, J.N. Serra,, C. Amblard,, L.M. Albisu,, A.I. Sanjuan,, H. Resano, U. Enneking,, M. Petzoldt,, I. Trigui 127

Recruitment of Panellists FRANCE 7 Champion supermarkets Auvergne 2 urban supermarkets, 2 suburban, urban, 3 rural Record of actual purchases Drycured ham: 612 customers Wine: 382 customers GERMANY (only red wine) Own panel during 6 months Two regions: Saarland/Pfalz, Bavaria 2215 interviewees 254 self reported purchases SPAIN (only drycured ham) Two Carrefour hypermarkets in Zaragoza Record of actual purchases 5640 customers 255 Seasonal consumption of Beaujolais and Auvergne wines Beaujolais Nouveau Most buyers buy only one brand (86.3%), 10.1% buy two brands, 3.6% more than 2 brands 256 128

France 257 Red wine purchasing selfreport Germany 8.000 6.000 4.000 2.000 0 8.000 6.000 4.000 2.000 0 Red wine per month ( ) March April May June Dornfelder per month ( ) July August Bavaria Saarland/Palatinate total March April May June July August Bavaria Saarland/Palatinate total Region of production: Higher consumption Dornfelder More direct sale and short channel 258 129

FRANCEHAM Monthly purchases Majority of buyers buy 2 different products (47.3%), few buy one product (9.6%) a noticeable number bought more than 4 products (15.4%) 259 SPAINHAM Monthly purchases 71.0% of consumers did not buy more than 2 articles over 1 year 48.7% bought 1 article only 260 130

Distribution of customers expenditure number of purchases 261 1R3 1R3 ' % # ) ' % # ' % # ) ' % # Seasonality of sales Q +6QQ6" G/ T"T Q +6QQ6" G/ T7/T ' % # 7 #& # & 7 ) ' % # & "1R3 7/1R3 1R3 1R3 ' % # ) ' % # ' % # ) ' % # Q +6QQ6" G/ TC/T % $& $ #& # & 7 & C /1R3 Q + 6Q Q6" G / T7/T # 7 ) ' % # 7/1R3 262 131

Drycured ham France 2500 bought quantities in kilo Price sensitivity of demand 2000 100G lowest price 100G Distributor 1500 1000 R 2 = 0.4033 150G Distributor 120G Commercial brand 100G Bayonne PGI + Distributor brand 100G Commercial brand tradition 500 100G Serrano Distributor brand 120G Bayonne PGI + commercial brand 160G Commercial brand 90G Organic Distributor brand 0 price / kilo 15 20 25 30 35 40 45 263 Consumer loyalty behaviour of French consumers on drycured ham Duplication of purchases per price category % w ho also bought Buyers of Low Price Medium Price High Price Low Price 87.02 74.81 Medium Price 21.15 74.03 High Price 15.38 62.64 Penetration 16.84 69.28 81.88 Price and brand sensitivity (%) Light Buyers Medium Buyers Heavy Buyers Designation PGI 34,83 31,34 33,83 none 42,61 29,44 27,96 Brand Type Distributor 40,15 30,08 29,77 Commercial 40,81 29,91 29,27 Low est Price 8,4 38,17 53,44 *, $ 9 : 99! ; $ : * # % $ * 0 1 9.64 2 47.30 3 27.63 min 4 15.42 Quality label has little influence on actual loyalty Behavioural loyalty is still under the influence of price hierarchy Some consumers are not price sensitive, but still have various preferences and variety seeking behaviour 264 132

Conclusion Drycured ham: : a repertoire market few solely loyal buyers Wine: : a subscription market many solely loyal buyers to one brand Both under preference for local products /daily consumption brand influence low variety seeking brand notoriety or merchandising? contextual influence seasonal effect usually low frequency purchase for PDOPGI PGI high consumption or high price choice /special events Double and opposite price effect Good value for money High price as a quality predictor 265 Is Typicality Legitimated? Focus on Results of Some Specific Differentiated Products Helena Resano,, CITA 133

! " % Source of information 1. Hedonic tests Sensorial valuation of 10 hams 216 participants 2. Hedonic tests and scanner data Sales of evaluated brands (5640 clients) Purchases of participants 267 Hedonic test Relative blind score: average of 7 brands, in France and Spain, n= 100 140 130 120 110 100 90 France Spain 80 70 60 #" $ & ' 268 134

! " % Hedonic test Relative identified score: average of 7 brands, in France & Spain, n=100 140 130 120 110 100 90 Francia España 80 70 60 " $ & ' 269 Hedonic test Blind vs identified test Principal Component Analysis Axis F1 and F2: 46,90 % axis F1 and F2: 60,14 % 20 20 15 15 axis F2 (13,41 %) > 10 5 0 5 10 b_f15 b_f16 b_f17 b_s21 b_s20 b_s16 b_s18 b_s17 b_s07 b_s19 axis F2 (9,85 %) > 10 5 0 5 10 i_f15 i_f16 i_s16 i_s21 i_s17 i_s18 i_s20 i_s07 i_f17 i_s19 15 15 20 20 15 10 5 0 5 10 15 20 axis F1 (33,49 %) > 20 20 15 10 5 0 5 10 15 20 axis F1 (50,29 %) > Blind test Identified test 270 135

Hedonic test Comparison between consumers and the trained panel in Spain 271 2. Hedonic test and scanner data Sales of evaluated brands (scanner data) 272 136

2. Hedonic test and scanner data Purchases of panellists (scanner data) 273 Conclusion The most valuable ham is not the most sold, probably due to the price Spanish consumers prefer Iberian hams, whereas the French consumers, that are more used to the White breed ham, do not appreciate it Teruel ham DO is specially appreciated by French consumers, hence there is a potential market for it in France 274 137