This document discusses packaging strategies for insect packaged food products. It provides background information on insects and why people eat insects. Some of the key points made are:
- Insects are highly nutritious and environmentally sustainable to farm compared to traditional meat.
- The document proposes conducting an experiment to determine which combinations of brand name and logo on packaging would increase consumer purchase of insect products.
- Reducing negative perceptions of insects is important to increase sales of insect food products. The experiment aims to identify effective packaging strategies to achieve this.
4. Chapter 1. Research Problems
According to the United Nations report, the current world populations of 7,2
billion is projected to increase by 1 billion over the next 12 years and reach 9,6
billion by 2050. (World population projected to reach 9.6 billion by 2050 – UN
report, 2013) The demand for food, feed, fiber and fuel will likely outpace food
production if the current rate of output remains the same. (Koba, 2014) Global
food shortages become more and more serious. We are looking for more
possibilities to replace the food we are eating now in a sustainable way to
provide high nutrition, but at low cost. Changes in food consumption could solve
this issue. In this regard insects have a high nutritional value, their cultivation is
environmentally friendlier and comes with great socio-economic benefits for
many people in the poorer regions of the planet. (Cassimally K. A., 2013)
Over 2 billion people worldwide already supplement their diets with insects.
Eating insects for human consumption is officially called entomophagy. Globally
there are 1,417 species of edible insects and nearly 3,000 ethnic groups that
currently practice entomophagy around the world. Most of these insects are
eaten in the larval and pupil stages, though some are good all the way to
adulthood. Beetle is on the top of the list of edible insects with 344 variables to
choose from for consumption. Ants, bees and wasps are close behind with 314.
Butterflies, moths, grasshopper and crickets are the other heavy hitter. (Bryant,
2013)
Let us look at the Dutch market. Jumbo is a supermarket chain in Netherlands,
which stared to offer edible insects in their stores. I have conducted a short
interview with the manager of Jumbo in Buitenveldert, Amsterdam. The manager
said that the sales of insect products are 'not so positive, and they just want to
put insect product on the shelf to see if the Dutch customers would like to try the
new product'. The result of that commitment remains unknown so far. From the
interview with workers in the Jumbo super market, it was found out that the
sales were relatively negative. People are curious about the product, but they did
not buy it in the end. This is also a reason why I explore what customers think
about the insect products. What changes can be still done to improve the sales of
5. insect products?
Jumbo is not the only supermarket chain in The Netherlands that sells insect
products. Albert Heijn also started to sell diverse kinds of products. In the Dutch
insect market, the battle has just started and supermarkets do not want to be too
late to put those products on the shelves.
According to an online survey by Marcel Dicke, Wageningen University,
Professor of Entomology, 70% percent of the respondent chose “definitely” or
“probably” to indicate that they would consume insect products. Another 30% of
the participants choose not to. (Bron, 2014) As a result, we see that there are still
a lot of people willing to try and consume an insect product.
However, for the Netherlands, insect consumption is still a relatively new
subject. In Southern Asia, Mopani worms, the caterpillars of emperor moths are
already popular snacks. The Japanese have been consuming aquatic insect larvae
since ancient times. Grasshoppers are eaten in Mexico. But these traditions are
noticeably absent in Europe and Europe-originating cultures, like the United
States. “Consumer disgust” remains a large barrier in many Western countries.
(UN urges people to eat insects to fight world hunger, 2013)
Owing to that, my research question will be: What kinds of package strategy
can insect producing company use to reduce the negative perception of insect
products in order to increase sales?
In order to increase the sales of insect products, I come up with three different
sub-questions:
1)Which type of brand name in the packaging would consumers prefer to purchase
more insect products?
2)Which type of brand logo in the packaging would consumers prefer to purchase
more insect products ?
3)Which type of combination between brand name and brand logo would
consumers prefer to purchase more insect products?
7. Chapter 2. : Background Information
2.1 What are insects?
Insects are the largest group in the kingdom of animals. There are over 1 million
of various insect species on our planet, living in every conceivable environment
from volcanoes to glaciers. Insects help people in pollinating food crops,
decomposing organic matter, providing researchers with clues to cancer cures,
or solving crime cases. (Hadley, 2015) One can find insects in almost all
terrestrial and freshwater habitats, from the driest desert to freshwater ponds,
from the canopy of a tropical rainforest to areas of arctic waste. Insects are seen
everywhere and appear in many different shapes and forms. They share several,
easily recognizable external characteristics.
2.2 Why do people eat insects?
Even though eating insects in some countries is considered unappetizing or
primitive, there are almost 2 billion people in the world who consume insects on
a regular basis.
For instance, in The Republic of Congo caterpillars are available for consumption
reasons throughout the whole year and as sold in the local markets. A single
household in the Congolese capital of Kinshasa eats approximately 300 grams of
caterpillars a week. This equals to 96 tons of caterpillars consumed annually.
There are also many other insects available on the local market. For instance,
beetles and caterpillars are consumed as much as all the other edible insects
combined. Moreover, bees, wasps and ants are popular as well, accounting for
14% of the global insect consumption. (Cassimally, 2013) Even though insects
are relatively popular in Africa and Asia, this is not the case in Europe. People
still find the consumption of insects odd. The acceptable limit of insect
infestation in hops is 2,500 aphids per 10 grams. The permissible level of insect
infestation in canned fruit juice reaches up to 1 maggot per 250 ml and for curry
powder up to 100 insect fragments (head, body, legs) per 25 grams for chopped
dates up to 10 whole dead insects is the acceptable number. (Alford, 2014)
People may have actually been eating insects for years, but they just never
realized it.
10. 2,600 to 5,200, according to the estimate from U.N. food and the Agriculture
Organization. Cattle take two to three years to reach slaughter weight; crickets
grow from egg to adulthood in seven weeks. (Carter, 2014) Insects that are kept
for breeding also emit considerably fewer green house gases than most livestock
and require much less space.
A Wageningen University research team has for the first time quantified the
greenhouse gases produced per kilogram of insect product. The gases concerned
were methane (CH4) and nitrous oxide (N20). The result showed that insect
produce much smaller quantities of greenhouse gases than conventional
livestock. For example, a swine produces between ten and hundred times as
much greenhouse gases per kilogram compared with mealworms. The emission
of ammonia appears to be significantly lower. A swine produces between eight
and twelve time as much ammonia per kilogram of growth compared to crickets,
and up to fifty times more than locusts. Another advantage is also that insects
convert their food quicker into meat than conventional livestock. (Huis, 2013)
The results can be seen in the table below.
Because insects are cold-blooded, they require less energy to maintain the
internal body temperature. Therefore, they are more efficient at converting food
into protein. Crickets, for example need twelve times less food than cattle, four
times less than sheep, and half as much as swine’s and broiler chicken in order to
12. Chapter 3. Literature Review
There is not a lot of research about insect product consumer behavior analysis.
But there are a lot of papers about organic food. Insect food products and organic
food both are the alternative way for current food methods. I’m going to
stimulate organic product papers with my research. Consumer perceptions
about organic food and insect food are quite complex, which need advertising
efforts to convince the potential buyers.
3.1 Prior studies for purchasing reason of Organic food study:
Hendrik (Ophuis, 1997) in Netherlands did research about health-related
determinants of organic consumption. According to his study, organic buyers
appear to be health-conscious. They find health very important for themselves,
and they think what they eat affects their health. Also, they know more about
nutrition than non-buyers, and they do not mind eating something else if they
agree that this can improve their health. They are willing to make sacrifices
regarding money or the appearance of the product to obtain natural and healthy
food. Health is a more important motive for the incidental buyer of organic food;
this is why a lot of surveys did not focus on health, as buyers are likely to
conclude that health is the most important reason for people to buy organic food.
It should be noted that age might be a confounding reason in determining the
relative importance of health and environment for organic food buying.
Shepherd and Magnusson (Richard Shepherd, 2005) did research about
consumer behavior and purchase intention for organic food. His conclusion is
that consumers were satisfied with organic food for variety of reasons. Health
content came first in mind over environmentally safe, satisfies changing taste,
attitude of the customers, and helps in maintaining the status in society. Quality
of the product was also a very important factor for consumers of organic food.
Consumers think that organic food is costly, but at the same time, they believe
that the higher price can be introduced because of the healthy content and the
eco-friendliness of a product. Consumers did not stick to organic food purchases
only. They bought un-organic food in combination with organic food. It also
showed that the quantity of organic food purchased depends on the educational
13. level. The customers are willing to buy organic food because of the benefits. The
retailers have to keep tell their consumers about these benefits. After this study,
recommendations were given for future studies regarding information to be
given about the benefits of organic food, the freshness of the taste and the
environmental benefits also. Another research shows that health is a more
important influential factor compared to environmental ones, although this
varies between the light and heavy users. Health benefits were more strongly
related to attitude and behavior than the perceived environmental benefits.
However, the frequency of performing environment-friendly behavior also
contributed to the prediction of the purchase of organic food.
Briz (T.Briz, 2009) made a conclusion that the potential gains that can result
from efforts to improve consumers understanding about organic food and where
to concentrate those efforts. The results showed that awareness levels are
different across age, education and region of the country. Education can be the
most influential factor for raising awareness. Awareness levels were lowest
amongst the low income and education demographics. For these lower
awareness levels, the relationship between awareness and consumption is
positive. The contrast with the high education and income level is a profound
item of the downturn in the likelihood of consumer organics.
Regarding (Roddy, 1996) investigation of the consumer’s attitude and behavior
to organic food in Ireland, cluster analysis methodology was applied regarding
the attitude, which influences the purchasing behavior and the premium price
for the organic food. The result showed that the target consumers are “half-
hearers”, ”cost conscious”, “worriers”, “organic purist” and “organic
conditionals”, and that they will be increasingly buying organic food in the future
as well. The marketing strategies are trying to satisfy the needs of these different
groups. The main issue, which needs to be confronted, is the price and
availability of organic food. Promotion also needs to be improved and the
education component should be also taken into account.
For the environment content, the behavior-behavior correlations are stronger
14. than belief behavior. In their papers, they also mentioned the project of CONDOR,
which examine attitudes to processed food as well as fresh organic food and the
role of affective and how to make choices.
An interesting result is that consumer’s socio-demographic characteristics have
only limited influence on their organic food choice in Europe. Three previous
empirical studies concluded that in Europe, amongst socio-demographic
characteristics, only age, education and household size influence organic food
choice. Most Europe high-income consumers are more likely to buy organic food.
Their finding also indicates that income has a positive effect on the probability to
buy organic products.
As for the price sensitivity, the finding is that consumers who perceived the price
to be high are less willing to buy organic goods and will consume fewer amounts.
People with lower shopping frequency pay more attention to the price of organic
food. European consumers are willing to buy organic good mainly because
organic food is healthy and environmental-friendly. And the importance of
health has a higher impact on the probability of purchasing behavior compared
to environmental reasons. These studies indicate that older, more educated
consumers and those living in larger householder are more likely to buy organic
food product. But in our study, none of the socio-demographic characteristics
has a statistical impact on either the probability of buying organic food or the
probability of being a regular consumer. Another important result is that the
health and environmental benefits of organic food product perceived by
European consumers are factors explaining organic food demand. Moreover, it
can be stated that health benefits is more influential than the environmental
benefits in European consumers’ choice of organic food. (Azucena Gracia, 2008)
Hjelmar (Hjelmar, 2011) showed that the availability of organic food product is
very important; they also found out that most of customers are pragmatic and
they do not like to go to several different stores to get what they want. They
prefer to go to a supermarket, which is very convenient and not distant.
Consumers also believe that the organic food tastes better than conventional
15. food. Organic food is associated with high-quality food because it is fresh, local
and seasonal. It offers consumers more health benefits than conventional food
and is full of nutrition. Hjelmar also showed that politically minded consumers
have more considerations when purchasing organic food products, for example,
health, animal welfare, environment, freshness and national origin.
Roitnter (Birgit Roitner-Schobesberger, 2008) found out that the most buyers of
organic vegetables in Bangkok are older and have higher incomes than the
people who are not 'organic' buyers. It was also mentioned that men in Bangkok
seem to be more likely to buy organic food than women. More men are willing to
pay a premium price than women. Health benefits have been reported again as
the main reason for people who buy organic food. It was found out in this study
that the organic benefit is closely associated with the residues from the
chemicals that are used in the local agriculture.
The two main motivations for consumers of organic food are freshness and
tastiness. It is also interesting that consumers are not very clear about organic
labels according to the results from the paper. The main reason why consumers
do not buy organic food is that they do not comprehend the meaning of 'organic'.
It is difficult to educate potential consumers about different “safe food” labels.
This could be an issue for the development of organic food in Thailand.
It would seem useful that the Department of Agriculture, the Department of
Agricultural Extension and the Ministry of Health agree on one label indicating
that foods comply with the maximum allowable residue limit, this label should
be based on a common control and inspection method. It is also mentioned that
the reducing the number of “safe food” labels would also allow organic labels to
position themselves more clearly by indicating more restrictive standards. The
study showed that organic labels do not have a clear profile for consumers. In
his paper (Roitner-Schobesberger, 2008), there are also three main motives to
purchase organic food in Bangkok: the expected health benefits, the attraction of
new products and the search for tastier products. Health benefits have been
reported as a main motive for purchasing organic food by most studies. Health is
16. the one-aspect that consumers are at least willing to compromise. The second
important motive to purchase organic food is the consumers search for new,
trendy and fresh products. Freshness is generally a key criterion in the purchase
of vegetable and fruits. And the third important motive is related to the better
taste of organic vegetables.
Saleki (Zeinab Seyed Saleki, 2012) found out that the relationship between
attitude and organic purchasing behavior is significant and positive for
consumers in Iran. But the relationship between subjective norms and attitude
has the lowest correlation. The whole impact (organic knowledge, price
consciousness, subjective norms and familiarity) is positive and significant
except for the subjective norms that influence the organic buying behavior, see
figure 1 below.
A number of studies about customer satisfaction, health image, demographic
influence and price have contributed to my research about the perception of
insect products in The Netherlands. A questionnaire has been made to ask
people their opinion and to analyze these factors.
3.2 Prior researches for brand name and brand image study:
Park (C. Whan Park, 1989) found out that the different structures of a brand
name have different influences in the consumers' mind. Symbolic brand names
are presented to a consumer with the meaning “the product is luxurious, has
high social status and inexpensive” by contrast, the used based brand names are
not spontaneously articulated by subjects when presented with the lists of brand
names. From this study, we see that the similarity showed the functional and
17. usage based brand name were not increased by the presence of the brand name.
But the symbolic brand name is enhanced for the subject’s judgments of how
well the products fit together. Finally, we also know from the functional or usage
based brand name concepts are associated with the common features. It is called
a “bottom-up” type of process. The brand name concept is descripted as the
result of promotion or being exposed to the brand name by different individual
products.
The paper gives Honda as an example. Consumers may think of Honda as “small,
gasoline engine based” because they relate to the Honda motorcycle or the
compact car. But when it comes to the symbolic brand name concept, it follows
the “top-down” which means that the brand name is difficult to describe with the
individual features and may be understood by consumers with a unique
combination of products, persons or usages of situation settings. When the
products are positioned properly, the concept will be associated with the right
understanding in terms of meaning. They also give suggestions for further
research initiatives regarding how brand name concepts are initially formed.
Iglesias (Iglesias, 2001) also points out that the brand name is very important for
a company to get differential advantages. Nowadays it no longer offers previous
levels of competitive advantages from improving technology innovations and
function aspects. It is also not surprising that there are some famous brand
advertising campaigns, which try to focus on the pleasure of using this product
instead of mentioning the functional product technical characteristics. So the
recurring assumption is that the differentiation of competing products is based
on the symbols, images and feelings associated with the brand name rather than
in the physical characteristics of the product itself. This hypothesis has not been
proven in empirical research to date. In the study, the hypothesis is sufficiently
supported that there are greater differences between the brands in the brand
name related than in the product related benefits.
Frost (Frost, 2002) examined the effects of non-product-related brand
associations on status and conspicuous consumptions. The results indicate that
18. symbolic characteristics, self-imaged brand image congruency and brand feeling
were the strongest related to a brand and consumption related to a certain
brand. It is important to know that the key brand association consumers
perceived to be important in the process of the status consumption and
conspicuous consumption. We can also say that if consumers do not consider a
brand’s symbolic characteristics, self-imaged and brand image congruency and
brand feelings to be important, then it is more likely to happen that they do not
perceive this brand to possess status or to be suitable for a conspicuous
consumption. The study also showed that people do not have to be familiar with
a band to identify a brand as a status brand to buy it. Consumers can recognize
the brand name and brand image without being familiar with the other aspects
of a brand. It will not affect consumers’ ability to identify certain brands. If they
find meaningful symbolic characteristics, if their self-image is congruent with
that of the brands image and if they have positive strong feeling towards the
brand, then the status attributed and conspicuousness of consumption of the
brand will not be affected. Also the brand familiarity can vary from recognizing
packaging, identifying with the brand’s image or personality, to knowing where
the brand is sold, how much it costs, how broad the range of products is and the
overall quality and durability.
There are also some papers about how to deliver positive or negative
perceptions to your customers. Rechard and Lee found out that the effects of
negative political campaigns that attack ads are more memorable than the
typical positive ads. Bias based on these political campaigns inevitably distorts
perceptions of the prevalence of negative campaigning. And the social science
research provide some evidence that the mechanisms through which negative
campaigning is supposed to work do in fact operate, but there is an overriding
lack of evidence that negative campaigning itself works as it is supposed to. The
conclusion that the negative campaigning is no more effective than positive
campaigning even though negative campaigns appear to be somewhat more
memorable and to generate somewhat greater campaign-relevant knowledge.
Negative campaigning also has the potential effect to damage the political
system. It also tends to reduce the feeling of political efficacy, trust in
19. government, and perhaps even satisfaction with government itself. (Lau, 2007)
Another research paper done by Yanna Krupnikov (Krupnikov, 2012), points out
that certain ads help individuals to make better choices. Negative ads, rather
than positive ads, increase this likelihood of selection. At a time when numerous
political organization, and journalists continue to argue that negativity is
detrimental to the political progress it is important to note that increase in
negativity leads to an increase in the likelihood of selection. In short, individual
who saw more negative ads were more likely to take an initial, necessary step
toward political involvement. Simply because negative ads are unpleasant does
not logically determine that negative ads will be harmful under all conditions.
Straub and hills (Diane.m. straub, 2003) pointed out that although anti-tobacco
advertising has a protective effect, it was unable to counteract the effect of pro-
tobacco advertising in the same cohort. Independent of known influences on
adolescent’s intention to smoke, it was found that both receptivity to pro-
tobacco advertising and agreement with anti-tobacco advertising were strong
predictors of the intention to smoke. In their study, there is an independent
strong inverse association with intention to smoke with agreement with anti-
tobacco advertising. Clearly, youth are being simultaneously exposed to both
pro- and anti-tobacco advertising, and it appears that each exerts an
independent effect on their intention to smoke.
Goldman and Glantz (Lisa K. Goldman & Stanton A. Glantz, 1998) did research on
the evaluation of antismoking advertising campaigns. Their focus group
participants indicated that industry manipulation and second hand smoke has
the most effect strategies for deformalizing smoking and reducing cigarette
consumption. Addiction and cessation can be effective when used in conjunction
with industry manipulation and second hand smoke strategies. Young access,
short-term effects, long-term health effects, and romantic’s rejection are not
effect strategies. More aggressive advertising strategies appear to be more
effective at reducing tobacco consumption.
20. Chapter 4. Theoretical Framework and Hypotheses
Based on the literature review, we have gone through different papers about
factors, which can influence organic food purchasing behavior, and also brand
name and brand image. If we want to know the influence of the brand name and
image on the package for the consumer purchasing behavior, we have to know
what consumers think about insect product and the purchasing behavior, which
are including the following five different stages: (Johnston, 2013)
Stage 1: consumers need recognition. Maketeers are trying to stimulate
consumer into a real need for a specific product. For example, you may have
heard many times about a movie, but maybe you are not interested in watching
it. But after having seen a movie trailer on Youtube you start to have a feeling
that you want to watch it with friends. Actually, it is the same case with the insect
product, people maybe feel not good about eating insect as food. But when they
had one good experience with consuming insect products, they might still
remember the first time consuming it and they would like to try it again.
Stage2: information search. Once the time is identified, consumers begin to seek
for right information and a possible solution to solve a problem. There are two
types of information in the consumer’s mind. The first one is the so-called the
“internal information”. It is the memory that already is available in the brain of
consumers. It comes from the last experience he had with a brand or product; it
even could be an opinion in the past. The second type of information is called
“external information”, which is received by friends or family members through
reviews. In this stage, brand name and brand logo also can help people remind
its brand. During decision-making, consumers normally prefer to listen to their
friends or the opinion of other people. Consumers consider it to be more
objective than commercial advertising.
Stage3: alternative evaluation. After having collected the information, the
consumer will start to evaluate the different alternatives that are offered to him.
He will evaluate the best option to solve his problem. The higher involvement of
the consumer and importance of the purchase is stronger, the higher frequency
21. of the consumer will think it as important. In order to convince consumers think
different, the key concept what they may remember is, brand name or brand
logo.
Stage4: purchase decision. It is the moment that consumers start to shop He has
already evaluated the different kinds of solutions and products which are
available for him. He is able to choose a product or brand that seems to be the
best option to him. His decision depends on the information he obtained during
the different stages. In the meantime, the perceived value, perceived attributes
importance and functions are also very important to him. Even when a consumer
starts to purchase a brand or a product, a marketer still can use promotion
strategies to change or improve the purchase volume.
Stage5: Post-Purchase Behavior. After some consumers used the insect product,
they would like to evaluate the consume experience. And they also start thinking
about if they made a right choice. There are mostly two types of feeling: one is
satisfaction, and another is called dissatisfaction. When they are satisfied with
the insect products, they would like to short the time of making purchasing
progress. They will buy the same product again. It is also possible to become a
loyal consumer in the long run. If consumers don’t like what they have chosen,
they maybe will leave this brand and look for a new opportunity to fulfill their
need. So it is very important to satisfy consumers in order for them to stay with a
certain brand. The post-purchasing behavior plays a very important role for
brand development.
The relationship between five stages with brand name and logo are following:
Regnition
Information
search
Alternative
evaluation Decision
Psot-
Purchase
behavior
Brand
Logo Brand
name
H1 H2 H3
22. H1: consumers are more likely to purchase a product in a food category if it
has a brand name that highlight the benefits of product than it has neutral
brand name. A good brand name will make consumer easy to understand and
remember. As for brand name, Park found out that symbolic brand name are
presented to customer with a meaning of luxury, or high social status. Iglesias
also point out that it is very important for a company to get differential
advantage by giving a good brand name. And it is also supported that there are
greater differences between brand with brand name related and brand with
brand with product related benefits. So it may create more attention when a
product has a highlight brand name.
H2: consumers are more likely to purchase a product in food category if the
brand logo contains unattractive image than if it contains a neutral or
attractive image. As for the brand image, Yanna point out that negative ads
increase this likelihood of selection. Diane researched that both receptive to pro-
tobacco advertising and agreement with anti-tobacco advertising were strong
predictor of intention to smoke. So consumer starts to have an anti-feeling, when
they saw a negative perception, it maybe increases the curiosity of trying.
H3: Consumers are more likely to purchase a product in a new food
category if the brand name highlight feature benefits with less attractive
logo than if the brand name is neutral and has attractive brand logo. Based
on the hypotheses 1 and 2, I make another hypotheses. When a brand name
highlight the benefits directly, and it also have a less attractive logo, consumers
are more likely to purchase, comparing with a brand name is neutral with an
attractive logo.
23. Chapter 5. Experiment Design
As for that, I have research question that I would like to base on organic food to
simulate the research question itself. We want to examine people purchasing
attention about insect products. I came up with a questionnaire according to the
literature reviews in chapter 3. Tina M. Lowrey (Tina M. Lowrey, 2003)
concluded that throughout the brand name development process, marketers
might benefit from being sensitive to the linguistic characteristics of candidate
names. Both screening and testing phases should capture consumer response to
a wide range of candidate names differing in the types of linguistic devices used.
It is also important that the study of language in advertising needs to be
researched more thoroughly and more precisely. In order to examine the
advertising strategy, we are going to test the influence of consumer feelings
about a brand name on consumer purchasing behavior. We have the original
name “insecta”, and we also have the new brand name “bio high protein” as
comparing control group. There is also another variable, which is very
interesting for me to examine, namely the image on the package for insect
products. I made three options for this variable. The first option shows the
original worms, where consumers can see worms directly on insect products.
The second option is the neutral one where nothing will be appearing in the
same place on the package. The third option is that a cartoon of worms will be
appearing on the package at the same place as with option1.
In summary, I have designed 2 variables in this paper and there will be 6
conditions, which apply for the direct advertising on the package for insect
products. My goal is to test which combination of these two variables will be best
for the company to launch new packaging material in order to increase the sales.
Negative Neutral Positive
Brand name 1 condition1 condition2 condition3
Brand name 2 condition4 condition5 condition6
Original worm Nothing Cartoon worm
Insecta condition1 condition2 condition3
Bio High Protein condition4 condition5 condition6
24. Chapter 6. Methodology, Data and Key variables
Model:
In this section, I develop a regression model to analyze the different variables
that have an influence on the respondent reply to the questionnaire. The formula
will be as follows:
f(k,i)=β0,k+β1,kX1,i+β2,kX2,i+````````+βm,kXm,i
Where the βMK is a regression coefficient associated with Mth explanatory
variable and the kth outcome. As explained in the logistic regression article, the
regression coefficient and explanatory variable are normally grouped into
factors of size M+1, so the predicted function can be also be written as follows:
f(k,i)=βk*Xi where βk is the set of regression coefficient associated with
outcome k and Xi is the set of explanatory variables associated with observation
i. In this equation, the consumer-purchasing outcome will be representative;
there are total 180 respondents, which are under 6 conditions. 30 respondents
will answer each condition. I used Erasmus Quatrics platform, respondents are
mainly coming from Facebook friends. The explanatory variables will be: brand
name, picture on package, involvement, price index, age, gender, income, and
partner status and education situation.
Data:
The data were collected by a structured questionnaire, based on the purpose of
this paper. The questionnaire was under 6 conditions, which was also based on
the 2 variables on the package. The first variable has two options. And the
second variable has three options. The main respondents come from Facebook.
After I got data from respondents, I first summarized the data. From the
appendix table 10.3, I first used factor analysis to find out if there is one factor
from question 1 to question 7. Question 1 is about the health concept of insect
products. Question 2 is about insect products better for the environment.
Question 3 is about the tasty of insect product, which are better. Question 4 is
about safety of insect product. Question 5 is the think of relation between insect
25. products with organic concept. Question 6 is recommendation power from other
person. Question 7 is about if consumer would like to make recommendation for
their friends or family members after they consume the product. Using the same
method, I found out that also involvement is one factor. I named them as
Coi(consumer opinion index)and Invol(involment). Question 13 to 17 is the
demographic question which give us more information about our respondents.
Key Variables:
Coi: Consumer opinion index (consumer perceptions)
BN: brand name
Carp: Logo, (original worm, cartoon worm, nothing)
Involvement: this is involvement with organic food.
Price index: this is the price which customer willing to pay for insect product.
Once again this is specific, make it general based on dimensions of packaging.
Variable type Literature Description in questionnaire
Coi Hendrik(1997) Insect product is healthier than conventional products
Richard(2005) Insect product is better for environment
Brigit(2008) Insect product is tastier than conventional products
Brigit(2008) Insect product is more safe than conventional products
Blackwell(2006) I believe that Insect product is an organic-related product
Blackwell(2006) I buy insect product because of the recommendations from others
Blackwell(2006) Do you make recommendation of insect products to your others?
BN Iglesias(2001) Brand name 1: Insecta
Forst(2002) Brand name 2: Bio high protein
Carp Yanna(2012) Original
Nothing
Lisa(1998) Cartoon worm
Involvement
I think organic food is very important for me
I don’t think organic food is useful to the society
I think organic food is very beneficial
I think organic food is very needed
Price index Robby(1996) If organic chicken burger price is 3 euro per package, what is you willing
to pay (euro) for insect burger? Fill in a number (1 to 5 euro)
Age Gracia(2008) How old are you?
Gender Gracia(2008) Please select you gender
Income Rointer(2008) In what category does your monthly income fall
Partner Graxia(2008) Do you live together with a partner
Education Briz(2009) What is your education level
26. Chapter 7. Statistics results
Descriptive Analysis:
We see that the highest percentage of the respondents is people around 20 to 30
years old. This may be due to the Facebook friend limitation. The mean of the
involvement is approximately 3.4, which means that people who have high
involvement with organic food, who might like to buy insect products. This may
explain the connection between organic food and insect products. Insect
products are good for environment and health. People may start to combine
these two kinds of products with the same health expectation. In the final data,
there are more male than female respondents due to the limitation of this
research. The income of consumers' majority is around 1500 euros per month.
They are not the wealthiest group in the society, but they already have a strong
awareness of insect products. It may result from the higher education they had.
The mean of consumer partner status is around 0.64, which shows that most
respondents are partnered. They start to look for more healthy food solutions.
We also clearly see that the mean of the education factor is 14.5, which shows
that most respondents have a bachelor degree. Higher education may come with
a high awareness of insect products, which apparently plays an important role in
health food purchasing.
Empirical analysis:
In the second part of statistics result, I will focus on the regression, after using
SPSS linear regression analysis; we set insect brand name as baseline, and Bio
high protein burger will be 1, we also set neutral as our baseline as well, we try
to analyze the parameters. In the total output from SPSS in the Appendix, I also
made a summary of the parameters, the standard error, and the significant
situation also as follows:
Model B Std. Error Sig.
Constant 2,381 0,546 0,000
BN 1,667 0,122 0,000
Orip -0,273 0,119 0,023
Carp 1,143 0,120 0,000
BNOrip -1,103 0,170 0,000
BNCarp -0,477 0,177 0,008
27. BN: brand name
Orip: Original worm on packaging
Carp: Cartoon worm on packaging
BNOrip: interaction effect between Brand name and Original worm on packaging
BNCarp: interaction effect between Brand name and Cartoon worm on packaging
Brand Name Main Effect(neutral) 1 Original worm 2 Cartoon worm 3
Bio high
protein
burger 1,667 0,291 2,363
Insecta 0 -1,376 0,696
The above table is made from the appendix table. The variables: involvement,
price index, age, gender, income, partner status and education years are all not of
significant influence on consumer purchasing attention for insect products. As
for the significant effect, it will explain as follows: We can clearly see that brand
name coefficient B is 2,381, and P value (0,000) <0,05, brand name has
significant influence on consumer purchasing attention for insect products. As
for the brand logo on the package, we see that the logo of original worms has
negative B, -0,273, P value (0,023) <0,05, which means that the image of original
worms has a negative influence on consumer purchasing attention for the insect
product. We also see that the cartoon worm has positive B, which is 0,143, P
1,667
0
2,363
0
-1,376
0,696
-2,000
-1,500
-1,000
-500
0
500
1,000
1,500
2,000
2,500
3,000
1 2 3
Bio High Protein Burger Insecta
28. value (0,000) <0,05, which means that the image of the cartoon worm has a
positive effect on consumer purchasing attention for the insect product. There is
an interaction effect between brand name and the logo of the original worm, they
have negative B, which is -1,103, P value (0,000)< 0,05, they have a negative
effect on consumer purchasing attention, but regarding the brand name and
cartoon worm, they have a negative effect on consumer purchasing attention.
The B is -0,477, and the P value (0,008) <0,05. So that means that both original
worm and cartoon worm have negative effect on consumer opinion index when
they are combining with brand name. I made interaction effect as above, when
the brand name is Bio high protein burger, the cartoon effect (2,363) has the
highest, when the bran name is insect, the cartoon effect (0,696) also the highest.
29. Chapter 8. Discussion and Conclusion, Managerial Implications,
Limitation
1) Discussion and Conclusion
Insect products are a good solution for meat replacement. We have to
understand consumer-purchasing behavior in order to improve insect products.
In this paper, I have applied statistical methods to find out in which way a
packaging advertising strategy can be improved.
The brand name has a significant effect on consumer attention for insect
products, with analyzing the questionnaire data, we can see that branding name
has a significant effect on consumer attention, “bio high protein” which has
positive effect on purchasing and attention. Hypothesis 1 is accepted, which
means that consumer is more likely to purchase a positive perception brand
name than a neutral brand name product. This strategy should be used
effectively. As for the brand logo from product, the original worm has a negative
effect on consumer purchasing attention and the cartoon worm has positive
effect on consumer purchasing attention for the insect product. Hypothesis 2 is
rejected, which means that consumers are more likely to purchase a positive
image on packaging than a negative one. The interaction effect between the
brand name and original worm and the brand name and the cartoon worm both
have a negative effect on purchasing attention, which means that when the brand
name with two different brand logo both work at the same time on the package,
people start to have a negative perception about the insect product. Hypothesis 3
is also rejected, which means that the combination between brand name and two
brand logos together have negative effect on consumer purchasing behavior.
Consumers maybe become confused about this brand. They don’t trust this
brand any more. Thus, I think this is an interesting finding for my study that
people start to have negative perception about insect product when they noticed
both positive brand name and positive brand logo on the package, it also can be
an interesting topic for future research.
30. 2) Managerial Implications
From the above marketing analysis, I would like to recommend making a new
brand name different from the current, “Insecta”. From my research that we can
see consumers prefer “bio high protein”, this brand name makes it easier to
understand the perceived value than “Insecta”.
About the brand logo of the package, we clearly found out that consumers do not
appreciate a brand logo of actual worms; it may create a bad image for
purchasing. At the same time, cartoon worms, which consumers prefer in our
research, have a positive effect on purchasing attention. Negative brand logo did
not encourage consumer to purchase more, I would recommend making cartoon
worms as brand logo appear on the package.
From this research paper, we also clearly see that consumers display a negative
effect on their purchasing attention when a positive brand name and a cartoon
worm brand logo both appear on the package. This will create difficulties if we
would make “bio high protein” as the brand name appears alongside the cartoon
worm as brand logo on packaging. I would like to recommend further study on
this research topic regarding the interaction between separately well-received
brand names and positive brand logo on packaging. I hope that my research
paper can contribute to the designs of further studies.
3) Limitation:
The sample size of respondents for this research paper is 180 individuals, which
I selected from my Facebook friends, requested to answer my questionnaire. The
sample size was a very important aspect for thesis. A small sample size would be
difficult to find significant relationship in research and also hard to be
representative for the whole distribution. Additionally, we saw that the most
respondents are the people, who have the income of around 1500 euro per
month, and most are partnered with a bachelor degree, and the average
respondent age is between 20 and 30, which also skews the outcome of this
research paper. For future studies, a larger group with a more diverse age range
42. Variables Entered/Removed
a
Model
Variables
Entered
Variables
Removed Method
1 Education17,
Partner16, Q8,
Invol, BNOrip,
Gender14, Q13,
Carp, BN,
Income15, Orip,
BNCarp
b
. Enter
a. Dependent Variable: Coi
b. All requested variables entered.
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .902
a
.813 .799 .45670
a. Predictors: (Constant), Education17, Partner16, Q8, Invol, BNOrip,
Gender14, Q13, Carp, BN, Income15, Orip, BNCarp
ANOVA
a
Model Sum of Squares df Mean Square F Sig.
1 Regression 150.250 12 12.521 60.030 .000
b
Residual 34.623 166 .209
Total 184.873 178
a. Dependent Variable: Coi
b. Predictors: (Constant), Education17, Partner16, Q8, Invol, BNOrip, Gender14, Q13, Carp, BN,
Income15, Orip, BNCarp
Coefficients
a
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.381 .546 4.360 .000
BN 1.667 .122 .820 13.614 .000
Orip -.273 .119 -.126 -2.300 .023