2. โข New packaging techniques promise consumers safe food
products that keep their high quality throughout shelf life.
โข Customers doubt?
๏ New techniques require explanation if food can be kept fresh
for a long time.
โข How to cope with the doubt of the customers?
๏ The understanding of how the benefits have been achieved
requires advanced consumer education on the principles of
food spoilage
3. BASIC FUNCTION OF A PACKAGE
โข Contains food stuff
โข Protect and maintain quality
โข Providing information for the consumer
โข Convenience for use
โข Being environment friendly
โข Selling the product
โข Favorable packaging attributes for consumers
โข Convenient in use
5. โข NEGATIVE ATTRIBUTES OF A PACKAGE
โข LACK OF CONVENIENCE
โข PRODUCT SPOILAGE
โข CAN SPILL OR LEAK
6. CONCEPT OF ACTIVE AND INTELLIGENT PACKAGING
โขImprove quality
โขSafety of products
HURDLES
โขConsumer doesnโt use the package on safety merits but convenience of
using the package.
โขTreating of food stuff and package as different issues
7. โข OVERVIEW OF THE CHAPTER
โข HOW DIFFERENT APPROACHES CAN BE USED TO STUDY CONSUMER ATTITUDES TOWARDS
ACTIVE AND INTELLIGENT PACKAGING TECHNOLOGY.
โข WHAT ARE THE PROBLEM ENCOUNTERED WHEN NOVEL TECHNOLOGIES ARE STUDIED.
โข THE PRINCIPLES OF MOST FREQUENTLY, USED QUALITATIVE AND QUANTITATIVE METHODS
ARE INTRODUCED, THEIR STRENGTHS AND WEAKNESSES.
โข CURRENT KNOWLEDGE ON CONSUMER ATTRIBUTES TOWARDS INTELLIGENT AND ACTIVE
PACKAGING.
โข FUTURE PROSPECTS OF ACTIVE AND INTELLIGENT PACKAGING FROM CONSUMER
STANDPOINT ISSUES TAKEN TO ACCOUNT AND HOW TO APPROACH CONSUMER
APPROACHES
8. PROBLEMS TO BE CONCERNED ABOUT
โขThe package provides improvement in quality of the food, not specifically improvement of
the packaging. So on this basis should we do specific study of only the packaging?
โขThe consumers are bound to be concerned about the benefits given by the packaging
especially the technology that provides advantage for other actors in food chain are not
solely accepted by the consumer.
9. โข HOW TO GAIN RESPONSE
โข CONSUMERS NEED TO BE MADE MORE FAMILIAR WITH THE INTELLIGENT PACKAGING AND CAN BE
DONE BY EXPLAINING OF THE CONCEPTS OF ACTIVE AND INTELLIGENT PACKAGING.
โข USING EXAMPLES TO REPRESENT THESE ACTIVE OR INTELLIGENT PACKAGE SOLUTIONS.
โข TAKE SET OF PHOTOGRAPHS THAT ARE EASY TO TAKE TO DIFFERENT PLACES, THEY ARE SAME
FOR ALL THE INTERVIEWEES REGARDLESS OF TIME AND LOCATION. IF WE USE REAL FOOD
PACKAGES, THEY HAVE TO BE REPLACED AFTER EVERY DEMONSTRATION.
โข TO USE INTERNET FOR RESEARCH OR USE COMPUTER AIDED DATA COLLECTION SYSTEMS.
โข HOW TO REPRESENT THESE PACKAGE SOLUTIONS TO THE CONSUMERS
โข SHOW THE FOOD PRODUCT WITH AND WITHOUT THE INDICATORS, ABSORBERS OR EMITTERS.
10.
11.
12.
13. WHY IS TESTING OF CONSUMER RESPONSE DONE?
โข To know if the consumers are willing to accept new technologies
โข To know if there are concerns that may obstruct or delay the acceptance.
โข To understand the benefits provided by new technologies
METHODS BY WHICH TESTING OF CONSUMER RESPONSES IS DONE
โข Qualitative
โข Quantitative
14. QUALITATIVE METHOD
โข QUALITATIVE RESEARCHERS AIM TO GATHER AN IN-DEPTH UNDERSTANDING OF HUMAN BEHAVIOR
AND THE REASONS THAT GOVERN SUCH BEHAVIOR. THE QUALITATIVE METHOD INVESTIGATES THE
WHY AND HOW OF DECISION MAKING, NOT JUST WHAT, WHERE, WHEN. HENCE, SMALLER BUT
FOCUSED SAMPLES ARE MORE OFTEN USED THAN LARGE SAMPLES.
โข SYSTEMATIC INFORMATION ABOUT HOW CONSUMER THINK AND FORMULATE THEIR OPINION
ABOUT THE FOOD AND PACKAGING RELATED ISSUES.
โข CONSUMERS CAN USE THEIR OWN LANGUAGE
โข THEY ARE USED AS PILOT STUDIES FOR QUANTITATIVE APPROACHES
TYPES OF QUALITATIVE METHODS
โข GROUP DISCUSSIONS
โข INDIVIDUAL INTERVIEWS
15. QUANTITATIVE METHOD
โข To find out how many people have a certain opinion or estimate the strength of an opinion.
โข The quantitative survey finds out peoples opinion that can be used as a questionnaire or in interviews.
TYPES OF QUANTITATIVE METHODS
EXPERIMENTAL DESIGNS
โข In an experiment, you test an idea (or practice or procedure) to determine whether it influences an
outcome or dependent variable. You first decide on an idea with which to โexperiment,โ assign
individuals to experience it (and have some individuals experience something different), and then
determine whether those who experienced the idea (or practice or procedure) performed better on
some outcome than those who did not experience it.
โข They are special type of quantitative study in which respondents are given different treatments.
Example: Samples to try, and their responses are measured and compared in different experimental
groups or with a control group.
.
16. โข WHEN DO YOU USE AN EXPERIMENT?
โข You use an experiment when you want to establish possible cause and effect between your
independent and dependent variables. this means that you attempt to control all variables that
influence the outcome except for the independent variable. then, when the independent variable
influences the dependent variable, we can say the independent variable โcausedโ or โprobably
causedโ the dependent variable. because experiments are controlled, they are the best of the
quantitative designs to use to establish probable cause and effect.
17. TYPES OF QUALITATIVE METHODS
FOCUS GROUP INTERVIEWS (ERNEST DITCHER)
โขA focus group is a form of qualitative research.
โขGroup discussion, conducted several times until similar trends
and patterns in perception, attitudes, ideas are shown.
โขFocus groups rely on interaction within the group based on
topics that are supplied by the researcher.
โขFocus group interviews talk about particular issues.
โขModerating focus group requires careful preparation and the
questions need to be outlines before hand.
A GOOD GROUP DISCUSSION
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18. CONDUCTING A FOCUS GROUP DISCUSSION
โข the moderator needs to be well trained for the task.
โข the basic rule is that the moderator does not lead the discussion in any specific direction, as
long as the conversation remains topical.
โข the participants in the discussion group respond with comments and opinion from each other.
โข interaction enables pondering of the importance of matters that have been raised during
discussion.
โข it is recommended that at least three groups with the same questions and similar participants
should be run to cover variation.
19. ADVANTAGES
โขEasy to set up.
โขFast and relatively inexpensive.
โขStimulates dialogue and new ideas (chaining/cascade effect)
โขOpportunity for disclosure among similar .
โขGenerates ideas for evaluation questions to be included in other
survey methods.
โขVery flexible.
LIMITATIONS
โขFocus groups vary
โขDeviates from the subject
โขShy
โขSome may dominate
โขCant generalize to the target population
โขDiscussion must be in an environment conductive to conversation
โขObserver dependency
20. PACKAGING ISSUES AND THE FOCUS GROUP INTERACTION
โข Where packaging issues are concerned focus group discussion works well with consumers
because new technologies can be demonstrated as a part of the group session and there is
no pressure to be an expert on the topic.
QUALITATIVE AND QUANTITATIVE INTERVIEW
Interview โ Direct interaction between respondent and interviewer.
Type of method to use (qualitative or quantitative interview?)
โขIt is selected on the basis of research questions
QUALITATIVE INTERVIEW
Qualitative interviewing involves an open set of questions, no fixed response options.
โขQuests framed by interest and information value of participants.
โขParticipants to speak in their own voice
โขMaximized opportunities for fresh insights
โขMore difficult to analyze; bias of researcher issue in interview and in analysis.
21. QUALITATIVE INTERVIEW ON THE BASIS OF PACKAGING TECHNOLOGY
โข Used when we want to know how the respondents think about packaging.
โข Used when enough knowledge is not available about what the possible response could be.
โข It is useful for examining complex issues in packaging.
TYPES OF QUALITATIVE INTERVIEWS
โข Standardized interview
โข Semi- Standardized interview
โข Un- Standardized interview
22. QUANTITATIVE INTERVIEW
Quantitative interviewing involves a rigid set of questions with fixed response options
โข options may have different meanings to participants
โข items/options may be irrelevant to participants
โข participants cannot speak in their own voice
โข limited opportunities for fresh insights
โข researcher bias issue in designing items.
TYPES OF QUANTITATIVE INTERVIEW
โข Structured outlines
โข Possible response alternative
USE OF CARRYING OUT INTERVIEW?
โข In novel packaging solutions, interview enables a demonstration of what these absorbers and indicators are like
when they attach to the food package.
23. QUESTIONNAIRE
โข A questionnaire is simply a โtoolโ for collecting and recording information about a particular issue of interest. it is mainly
made up of a list of questions, but should also include clear instructions and space for answers or administrative details.
questionnaires should always have a definite purpose that is related to the objectives of the research, and it needs to
be clear from the outset how the findings will be used. respondents also need to be made aware of the purpose of the
research wherever possible, and should be told how and when they will receive feedback on the findings.
โข relative in-expensive method to study what people think about an issue on an average.
FOOD QUESTIONNAIRES ARE TARGETED ON?
โข The ones who use the product
โข The person who has the main responsibility for food choice in their household.
โข Mostly female respondents are there.
24. LIMITATIONS OF QUESTIONNAIRE
โข Teams should refer to familiar things
QUESTIONS MUST BE
โข Easily comprehensible
โข Provide alternates that the consumers can relate to.
QUESTIONNAIRES ARE COMMONLY USED:
โข To collect factual information in order to classify people and their circumstances
โข To gather straightforward information relating to peopleโs behaviour
โข To look at the basic attitudes/opinions of a group of people relating to a particular issue
โข To measure the satisfaction of customers with a product or service
โข To collect โbaselineโ information which can then be tracked over time to examine changes
25. QUESTIONNAIRES SHOULD NOT BE USED:
โข To explore complex issues in great depth
โข To explore new, difficult or potentially controversial issues (nb: longer, relatively
unstructured depth interviews would be more appropriate here)
โข As an โeasyโ option which will require little time or effort (a common error)
26. ADVANTAGES AND DISADVANTAGES OF USING QUESTIONNAIRES
ADVANTAGES DISADVANTAGES
Can contact a large number of people at a
relatively low cost (postal and telephone)
Response rates can be low (postal) and
refusal rates high (telephone, F2F)
Easy to reach people who are spread
across a wide geographical area or who
live in remote locations (postal and
phone)
There is little control over who completes
a postal questionnaire, which can lead to
bias
Respondents are able to complete postal
questionnaires in their own time and
telephone call-backs can be arranged for
a more convenient time
Postal questionnaires are inappropriate
for people with reading difficulties or
visual impairments and those who do not
read English
Telephone questionnaires can make it
easier to consult some disabled people
Postal and phone questionnaires must be
kept relatively short
27. GENERAL ATTITUDES
โขActive and intelligent packaging has a positive response from consumer and their
representatives.
โขThey provide solution to consumer concerns.
โขAccording to korhonen et al about half of finnish respondents (n=460) did not trust that
all food products would still be edible on their expiry date (consumers donโt believe that
the food product would be edible on their expiry date.)
โขHalf of the consumers also reported that they package from the bottom of a chilled
counter to ensure freshness of the product.
โขThe active and intelligent packaging methods were more familiar to those who were
involved with packaging issues.
โขThe interviews mostly have had a positive response toward active and intelligent
packaging, especially applied to foods that are easily perishable such as chilled foods,
vegetables, some bakery products, meat or fish.
28. The consumers have different requirements for food packaging on this basis the
consumers are divided into three groups.
โข Ultra cautious
โข Cautious
โข Non cautious
Considerable number of consumers fell in the ultra cautious category whereas the non
cautious were in the minority.
29. POSITIVE VIEWS
โข The interviewers were questioned about the benefits of absorbers or emitters and the interviwers
(n=21), responded that food retain their good quality longer which is helpful.
โข Absorbers were believed to improve safety as they reduce microbial risks.
โข Decrease in use of additives.
NEGATIVE VIEWS
โข Added component increases price
โข Produces more waste
โข People may eat older food if it keeps a longer time in good condition.
Possibility that the absorbers or emitters could contain harmful substances that may be ingested
by vulnerable consumer groups.
30. The TTI have received a positive response in consumer studies as the majority of
respondents considered TTIโs as being a good idea as they show whether food is
safe.
In an American study 90% considered TTI tags as desirable addition.
97% believed that TTI would increase the confidence in the freshness of the product.
BENEFITS OF TTI (ACCORDING TO CONSUMERS)
โขIncrease safety was percieved to be an obvious benefit because consumers do not
have to trust merely their own senses.
DRAWBACKS (ACCORDING TO CONSUMER)
โขIndicators may give inaccurate information.
โขThey cause safety hazard.
โขAdds to the price
โขIncreases the waste due to the increased price.
31. CONSUMER RESPONSES TO TTI
โข IN A FINNISH STUDY, TTIโS WERE REGARDED AS NECESSARY TO MOST PRODUCTS
BUT NOT NECESSARY TARGETS WERE PACKAGED FRESH MEAT OR FISH FOODS
FOR CHILDREN OR READILY PREPARABLE FOOD.
โข OVER 80% REGARDED TTIโS AS NECESSARY IN THE ABOVE PRODUCTS EVEN IF THE
PRICE INCREASED
โข 59% OF THE RESPONDENTS IN UK EXPRESSED THEIR WILLINGNESS TO PAY MORE
FOR CHILLED PRODUCTS THAT CONTAINED TTI TAG.
โข AFTER CONSUMER RESPONSE IT WAS EVIDENT THAT TTI MORE SUITABLE FOR
FRESH MEAT, AND OXYGEN ABSORBERS FOR FRESH MEAT ONLY BY A MINOR
RESPONDENT.
32. โขTechnical reliability of TTI was questioned by respondents.
โขRespondents had to make assesements on quality of food product, more trust on TTI tag than the date
mark.
โขIn UK, 88% though both should be on package and only 11% will be happy with either a date pack or TTI.
โขHaving TTI in the package increased respondents willingness to buy product by 72%.
โขDate marks and TTI were regarded as tools that complement each other.
โขThe time temperature indicator regarded as tools to educate consciences on how to keep food at home.
The indicator would clearly demonstrate to consumers the need for appropriate particles in handling foods
that should be kept refrigerated.
Overall approach
โขMeasuring of an over all attitude towards active and intelligent packaging in not feasible, as the benefits
and possible concerns are specific to each application.
33. ACTIVE AND INTELLIGENT PACKAGING OFFERS CERTAIN BENEFITS TO THE CONSUMERS
BASIC FUNCTIONS:
โข FOOD PRODUCTS SAFE
โข KEEP QUALITY BETTER
PROBLEM:
โข THE TECHNOLOGICAL POSSIBILITIES ARE WELL AHEAD OF THE COMMERCIAL APPLICATION
DUE TO THE SUSPICION OF THE CONSUMER ATTITUDES TOWARDS THESE NEW DEVICES.
โข AS CONSUMER ARE SENSITIVE ABOUT NOVELTY IN THE FOOD DOMAIN AS FOOD INGESTED
AND INCORPORATED IN THE BODY COULD BE AN UNKNOWN SUBSTANCE AND A POTENTIAL
SOURCE OF RISK.
34. CHALLENGE FOR NEW PACKAGING
โข HOW THEY AND THEIR BENEFITS ARE MADE KNOWN TO THE CONSUMERS.
HOW TO DEAL WITH THE CHALLENGE:
โข PRODUCT RELATED INFORMATION IN THE STORES.
โข WIDER CAMPAIGNS IN THE MEDIA
โข A PUBLIC CAMPAIGN
โข PROMOTION SHOULD BE DONE CAREFULLY.
35. โข THE RESPONSES TO THESE NEW PACKAGING TOOLS HAVE BEEN POSITIVE IN GENERAL.
โข IN ADDITION TO OXYGEN ABSORBERS AND TTIS, A WIDE RANGE OF ABSORBER, EMITTERS AND
INDICATORS HAVE BEEN DEVELOPED.
โข LEAK INDICATORS ARE DEVELOPED TO DETECT IF MODIFIED ATMOSPHERE PACKAGES LEAK AND
THUS THE CONSUMER IMPROVE SAFETY.
โข ADDITIONAL COST AND WASTE.
โข IN FUTURE, IT IS LIKELY THAT INTELLIGENT AND SMART TAGS CAN CONTAIN ABUNDANT
INFORMATION ABOUT THE PRODUCT CHARACTERISTICS, THE AMOUNT OF INFORMATION BEING
NOW LIMITED BY THE AVAILABLE SPACE ON THE PACKAGE.
โข EACH PRODUCT CAN BE LABELED TO PROVIDE TARGETED INFORMATION ABOUT THE ORIGIN AND
COMPOSITION OF THE PRODUCT.
36. โข THE CONSUMER WILL BE THE FINAL PAYER BUT IF THE INDICATORS ARE FINANCED
THROUGH DECREASED SPOILAGE AND LOSSES THE CONSUMERS BENEFIT IS CLEAR.
โข WHEN CONSUMER ARE PRESENTED WITH DIFFERENT APPLICATIONS THAT BELONG TO THIS
CATEGORY, THEY CAN ACCURATELY EVALUATE THE POSSIBLE BENEFITS THESE
APPLICATIONS CAN PROVIDE FOR THEM.
โข GENERAL ATTITUDE STUDIES AND FOCUS GROUP DISCUSSION GIVES AN IDEA OF THE
FACTORS THAT CAUSE CONCERN AMONG THE CONSUMERS IN PACKAGING ISSUES BUT THE
PRODUCT RELATED RESPONSES CAN RELATE THESE WORRIES TO A VARYING EXTENT AND
OFTEN DIFFER FROM GENERAL CONCERNS.
โข THE SUCCESS OF THESE PACKAGING SOLUTIONS WILL DEPEND ON HOW CONSUMERS
PERCEIVE THEIR BENEFITS AND WHETHER THEY ARE WILLING TO PAY EXTRA FOR THESE.