Quality perception of food products among home makers

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The objectives of the study includes: to ascertain factors considered in the selection of food products, to find out the quality perception towards food products among home makers and to assess the satisfaction of product quality and purchase quality.

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International Journal of Management (IJM) Volume 9, Issue 1, Jan–Feb 2018, pp. 58–64, Article ID: IJM_09_01_010 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=9&IType=1 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication QUALITY PERCEPTION OF FOOD PRODUCTS AMONG HOME MAKERS Dr. Mamatha B Associate Professor, Department of Resource Management and Research Centre, Smt. VHD central Institute of Home Science, Bangalore, India Pavithra Ghatke Research Scholar, Department of Resource Management and Research Centre, Smt. VHD central Institute of Home Science, Bangalore, India ABSTRACT Quality is one of the important characteristics of a product. To consumers, quality means performance, durability, service, aesthetics, reliability, features of a product. But purchasing of quality products is every one’s dream. In India there are many acts to protect consumers when they face problems like food adulteration, misleading advertisement, short weights spurious products and so on. Perceiving good quality of products in today’s market situation is the main concern of the consumer. Hence this study was taken to elicit information quality perception of food products among homemakers in Bangalore city. Survey method and questionnaire was the tool used to collect information. A sample of one hundred homemakers was selected through simple random sampling technique. The objectives of the study includes: to ascertain factors considered in the selection of food products, to find out the quality perception towards food products among home makers and to assess the satisfaction of product quality and purchase quality. The major findings of the study were that most of the respondents preferred newspaper as a source of information on the food products. The factors considered while purchasing food products by majority of the homemakers were quality followed by price, availability and brand. It was further found that 96 percent of the respondents remarked purity as an important aspect for a quality food product followed by taste, food hygiene and standardized marks. It was evident that, 57 percent of the respondents were highly satisfied with product quality and 43 percent of the respondents were moderately satisfied with product quality. Higher percentages of the respondents were highly satisfied with purchase quality and only 47 percent of the respondents were moderately satisfied with purchase quality. There exists a positive significant relationship between product quality and purchase quality as remarked by the respondents regarding the level of satisfaction that was found to be +0.0843. Higher the satisfaction of product quality better is the purchase quality. Key words: Quality, purchase, purity, standardized marks, satisfaction. http://www.iaeme.com/IJM/index.asp 58 editor@iaeme.com
Quality Perception of Food Products Among Home Makers Cite this Article: Dr. Mamatha B and Pavithra Ghatke, Quality Perception of Food Products Among Home Makers. International Journal of Management, 9 (1), 2018, pp. 58–64. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=9&IType=1 1. INTRODUCTION Consumers play an important role in the growth and development of any country and perceiving good quality products in today’s market situation is the major concern. In India there are many acts that protect consumers when they face problems like food adulteration, misleading advertisement, short weights spurious products and so on. Further there are standardized marks like ISI, AGMARK, Hall mark, Eco mark, wool mark, silk mark that assures the quality of the products for the consumers. Product quality is a product feature matched with 8 dimensions namely, performance, features, conformance, reliability, durability, serviceability, aesthetics, and customer- perceived quality. Briefly, performance is the products primary operating characteristic, features means additional features for the product, conformance is representing the extent in which the product’s design and also its operating features met the established standards, reliability specifies the probability that the product will be operating properly over a specified period of time under the stated condition of usage, durability is the means of the overall amount of the consumers get to use the product before the product physically deteriorates or until it needs to be replaced, serviceability refers to the speed, competency , and courtesy during repairs, aesthetics is how the product appeal to the five sense and lastly customer perceived quality indicates the customer’s perception of a product’s quality, which it basically on reputation of the firm( Garvin, 1988). Consumer perception applies to the concept of sensory perception to marketing and advertising. Just as sensory perception relates to how humans perceive and process sensory stimuli through their five senses, consumer perception pertains to how individuals form opinions about companies and the merchandise they offer through the purchases they make. Merchants apply consumer perception theory to determine how their customers perceive them. There are also consumer perception theories to develop marketing and advertising strategies intended to retain current customers and attract new ones (Vikash and Vinod Kumar 2017). Good quality products have been man's main endeavor from the earliest days of human existence. Products ‘quality can be considered as a complex characteristic of food which determines the value or acceptability by consumers. In India, marketing systems are not well organized and developed as compared to other developed nations. This may be due to many factors such as growing population, lack of resources to deal with the competition at the international level and to meet the requirements of the customers and so on. Many countries had taken the ISO 9001 taken seriously as the quality control system, to protect their population against unsafe, adulterated, or otherwise poor quality products. In India we have Food Act, AGMARK, and ISI and so on, to ensure quality food products. But still there are many lacunae and also there exists lack of awareness about the international standard of quality and the like among consumers (Hawa Singh and Hemlata Sharma, 2013). Hence this study was taken to elicit information on Quality Perception of Food Products among Home Makers. http://www.iaeme.com/IJM/index.asp 59 editor@iaeme.com
Dr. Mamatha B and Pavithra Ghatke 2. OBJECTIVES  To ascertain factors considered in the selection of food products among home makers.  To find out the quality perception towards food products among home makers.  To assess the satisfaction of product quality and purchase quality. 3. METHODOLOGY To elicit information on quality perception of food products among homemaker’s, Survey method and questionnaire was the tool used. The questionnaire was divided into basic data and specific data. The basic data consisted of name, age, address, occupation, religion, educational qualification and family income. Under specific data, the information such as sources of information on food product, aspects on quality, perceived quality attributes of food products and satisfaction were asked to the respondents to know their perception on food products. Likert scale was used to assess the attitude on perceived quality attributes on food products. Five Points were assigned such as – Very important- 5, Moderately important – 4, Important- 3, Fairly important – 2 and Not important -1. Kuppuswamy’s socio economic status scale was used to collect basic information of the respondents. To gather information on quality perception of food products among home maker, a sample of 100 home makers were selected randomly. A pilot study was conducted on ten percent of selected samples, to assess feasibility of the questionnaire. Based on the result of the pilot study the questionnaire was modified accordingly for the main study. The modified questionnaires were distributed and the data collected were then complied and analyzed. 4. MAJOR FINDINGS 4.1. Background Information Majority of the respondents were in the age range of 20-30 years, 38 percent of the respondents were in the age range of 30-40 years and 12 percent of the respondents were in the age group of 40-50years. Higher percentage of the respondents were professionals, whereas 26 percent of the respondents were Post Graduate and 21 percent of them were Graduates followed by 22 percent of the respondents education qualification was PUC. Majority of the respondents worked in IT Sector, whereas 21 percent of the respondents were home makers, tailors, and beauticians, 19 percent of the respondents belong to business class, 15 percent of the respondents worked in Private Sectors and 7 percent of the respondents worked in Public Sector. Higher percent of the respondents belong to Nuclear family and only 14 percent of the respondents belong to Joint family. Most of the respondents were Hindus, 14 percent of them were Christians and a few were Muslims. Further, 74 percent of the respondents’ family income per month was more than Rs: 34,393 and only 26 percent family income per month is Rs: 17,197 -34,392. Majority of the respondents’ family size fall under the category of 2-3 members, 31 percent of the respondents family size fall under the category of 4-5 members, followed by 25 percent of the respondents family size is above 5 members. http://www.iaeme.com/IJM/index.asp 60 editor@iaeme.com
Quality Perception of Food Products Among Home Makers Table 1 Source of Information on the Food Products N = 100 Sources Preferential Ranking (%) Ranking I II III IV V VI VII VIII IX Average News I paper 37.0 25.0 5.0 1.0 2.0 5.0 9.0 12.0 4.0 3.41 Magazine 18.0 1.0 18.0 17.0 9.0 25.0 0.0 3.0 9.0 4.42 III Cook IV books 10.0 12.0 10.0 26.0 18.0 0.0 7.0 9.0 8.0 4.51 Television 9.0 7.0 3.0 12.0 39.0 16.0 8.0 0.0 6.0 4.81 V Radio 10.0 28.0 8.0 19.0 5.0 11.0 0.0 19.0 0.0 4.09 II Internet 5.0 5.0 28.0 8.0 13.0 1.0 2.0 27.0 11.0 5.31 VI Posters 0.0 17.0 0.0 15.0 4.0 2.0 39.0 3.0 20.0 6.03 VII Pamphlets 1.0 0.0 26.0 1.0 0.0 28.0 7.0 8.0 29.0 6.25 IX Word of VIII mouth 10.0 5.0 3.0 0.0 9.0 13.0 28.0 19.0 13.0 6.17 Source: Field Study It is evident from table 1 that most of the respondents preferred News Paper as a source of information on the food products and ranked first. Further from the average ranking it can be noticed that the second preference was given to Radio, third preference to Magazine, fourth preference to Cook Books, fifth preference to Television, sixth preference to Internet, seventh to Posters, eighth preference to Word of mouth and ninth preference to Pamphlets as a source of information on the food products. Table 2 Factors Considered While Selection of Food Products N = 100 Factors Preferential Ranking (%) Ranking I II III IV V VI VII VIII IX X XI XII Average Quality 32 12 12 3 22 12 3 2 2 0 0 0 3.4 I Price 7 26 6 27 13 18 0 0 2 1 0 0 3.9 II Availability 2 3 30 30 3 7 1 3 6 0 0 15 5.4 III Brands 4 14 12 3 19 10 20 5 0 1 1 11 5.7 IV Package 5 0 0 10 8 24 12 1 17 5 6 12 7.3 VI Nutritional label 11 3 1 0 18 1 11 15 0 28 7 5 7.3 VI Standardized marks 6 21 20 1 0 9 0 14 10 5 13 1 5.7 IV Advertisement 0 3 0 16 0 11 25 10 15 8 7 5 7.4 VII Friends/relatives/fa V mily member 5 16 9 0 0 1 6 17 21 3 12 10 7.2 Discount 12 0 6 8 2 0 9 12 0 21 28 2 7.7 VIII Free gifts 1 0 4 2 15 5 1 15 9 17 21 10 8.6 X Source(local/import IX ed) 15 2 0 0 0 2 12 6 18 11 5 29 8.4 Source: Field Study Table 2 shows that most of the respondents preferred Quality as an important factor on the selection of food products. Further from the average ranking it can be noticed that second importance was given to Price by the respondents, third to Availability, fourth to Brands, fifth to Friends/relatives/family members, sixth to nutritional labels and standardized marks, seventh to Advertisements, eight to Discounts, ninth to Free gifts and tenth to Source(Local/Imported. http://www.iaeme.com/IJM/index.asp 61 editor@iaeme.com
Dr. Mamatha B and Pavithra Ghatke Table 3 Responses on Importance of Quality Food Products N =100 Aspects Response on Importance (%) Average Very Moderately Important Fairly Not important important Important important Price 29.0 31.0 23.0 17.0 0.0 74.4 Purity 86.0 10.0 4.0 0.0 0.0 96.4 Food hygiene 78.0 14.0 8.0 0.0 0.0 94.0 Product safety 49.0 27.0 24.0 0.0 0.0 85.0 Appearance 29.0 45.0 22.0 4.0 0.0 79.8 Taste 78.0 22.0 0.0 0.0 0.0 95.6 Brand 43.4 56.6 0.0 0.0 0.0 88.8 Labels 39.0 37.0 24.0 0.0 0.0 83.0 Package 38.0 27.0 35.0 0.0 0.0 80.6 Standardized quality marks 73.0 14.0 13.0 0.0 0.0 92.0 Source: Field Study From table 3 it was found that 96 percent of the respondents remarked Purity as an important aspect for a quality food product, 95 percent of them considered Taste as an important aspect, 94 percent of them considered Food hygiene as an important aspect and 92 percent of the respondents considered Standardized Marks as an important aspect. Further, 88 percent of the respondents considered Brand as an important aspect, 85 percent of the respondents considered Product Safety as an important aspect, 83percent for Labels, and 80 percent for Package, 79 percent for Appearance and 74 percent for Price. Table 4 Satisfied level on the Availability of Quality Food Products N = 100 Satisfaction Level Respondents Product quality Purchase quality Number Percent Number Percent Highly satisfied 57 57.0 53 53.0 Moderately satisfied 43 43.0 47 47.0 Total 100 100.0 100 100.0 r = + 0.843* Source: Field Study It is evident from table 4 that, 57 percent of the respondents were highly satisfied with product quality and 43 percent of the respondents were moderately satisfied with product quality. Higher percentages of the respondents were highly satisfied with purchase quality and only 47 percent of the respondents were moderately satisfied with purchase quality. There exists a positive significant relationship between product quality and purchase quality as remarked by the respondents regarding the level of satisfaction that was found to be +0.0843. Higher the satisfaction of product quality better is the purchase quality. http://www.iaeme.com/IJM/index.asp 62 editor@iaeme.com
Quality Perception of Food Products Among Home Makers Table 5 Association between Characteristics and Level of Satisfaction on Product Quality N = 100 Characteristics Category Level of satisfaction χ2 Highly Moderately Total Value N % N % N % Age (years) 20-30 37 74.0 13 26.0 50 100.0 16.37* 30-40 12 31.6 26 68.4 38 100.0 40-50 8 66.7 4 33.3 12 100.0 Type of family Joint 13 54.2 11 45.8 24 100.0 0.10 NS Nuclear 44 57.9 32 42.1 76 100.0 Occupation Government 4 57.1 3 42.9 7 100.0 Private 10 66.7 5 33.3 15 100.0 4.00 Business 12 63.2 7 36.8 19 100.0 NS IT sector 17 44.7 21 55.3 38 100.0 Others 14 66.7 7 33.3 21 100.0 Family Rs.17197-34392 10 38.5 16 61.5 26 100.0 4.93* income/month More than Rs.34393 47 63.5 27 36.5 74 100.0 Total 57 57.0 43 43.0 100 100.0 Source: Field Survey *Significant at 5% level, NS: Non-significant Table 5 depicts the association between age, type of family, occupation and family monthly income with the level of satisfaction on product quality. It was found that majority of the respondents in age range of 20 to 30 years were highly satisfied and 68.4 percent of the respondents in the age range of 30 to 40 years were moderately satisfied with the product quality. Further it was found that the families with income range of more than Rs. 34393 were highly satisfied when compared to the families with range of Rs. 17197-34392. The data was analyzed statistically by using chi square test and found that there was a significant difference between the age, monthly family income and the satisfaction level on product quality and non-significance difference between type of family, occupation and level on product quality. Table 6 Association between Characteristics and Level of Satisfaction on Purchase Quality N = 100 Characteristics Category Level of satisfaction χ2 Highly Moderately Total Value N % N % N % Age (years) 20-30 21 42.0 29 58.0 50 100.0 6.10* 30-40 26 68.4 12 31.6 38 100.0 40-50 6 50.0 6 50.0 12 100.0 Type of family Joint 11 45.8 13 54.2 24 100.0 0.65 Nuclear 42 55.3 34 44.7 76 100.0 NS Occupation Government 2 28.6 5 71.4 7 100.0 6.70 Private 7 46.7 8 53.3 15 100.0 NS Business 8 42.1 11 57.9 19 100.0 IT sector 26 68.4 12 31.6 38 100.0 Others 10 47.6 11 52.4 21 100.0 Family income/month Rs.17197-34392 19 73.1 7 26.9 26 100.0 5.69* More than 34 46.0 40 54.0 74 100.0 Rs.34393 Total 53 53.0 47 47.0 100 100.0 Source: Field Survey *Significant at 5% level, NS : Non-significant http://www.iaeme.com/IJM/index.asp 63 editor@iaeme.com
Dr. Mamatha B and Pavithra Ghatke Table 6 reveals the association between age, type of family, occupation and family monthly income with the level of satisfaction on purchase quality. It is evident that 68.4 percent of the respondents in age range of 30 to 40 years were highly satisfied followed by 40 to 50 years but the respondents in age range of 20 to 30 years were moderately satisfied with purchase quality. Further it was found that higher percent of the respondents with family income was Rs 17197-34392 are highly satisfied with purchase quality. The data was analyzed statistically by using Chi square test and found that there was a significant difference between age, occupation and level of satisfaction on purchase quality and a non-significant difference between type of family, occupation and level of satisfaction on purchase quality. 5. CONCLUSIONS From the study it can be concluded that majority of the respondents preferred quality followed by price, availability brand and standardized marks as the important factors for the selection of food products. It was found that higher percentage of the respondents remarked purity, followed by taste, food hygiene and Standardized Marks as important aspects for a quality food product. Most of the respondents were highly satisfied with product quality and purchase quality and there existed a positive relationship on perceived quality of food products among homemakers. REFERENCES [1] Garvin, D.A. (1988), Managing Quality, The Free Press, New York, NY. Cited in International Journal of Business and Social Science Vol. 3 No. 23; December 2012. [2] Hawa Singh and Hemlata Sharma, Consumer perception towards the quality marks of products, International Journal of Management and Social Sciences Research (IJMSSR), 2013, 2. [3] Kuppu swamy’s Socio Economic Scale: Updating income Ranges for the Year2012. Indian Journal of Public Health, volume 56, Issue 1, Jan-March; 2012 modified according to CPI 2013. [4] Vikash and Vinod Kumar (2017), A Study on Consumer Perception Toward Online Shopping IOS Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p- ISSN: 2319-7668.19 (8). Ver. I. PP 32-35 www.iosrjournals.org. http://www.iaeme.com/IJM/index.asp 64 editor@iaeme.com