Características de la obra de los Antonelli y su repercusión en la construcción de las

The introduction of new tropical fruits and their products in the market place will only be successful if we understand how consumers perceive these products, make product choices and build up consumption and purchasing intentions. In this respect, we conducted exploratory research in order to gain insight into the motives underlying consumers’ decision-making process in the purchase of tropical fruits and their products. The research consisted of three parts: (1) the influence of individual and environmental factors, and socio-demographic characteristics on the intention to purchase tropical fruits and products was investigated by means of a descriptive survey (n=290); (2) the impact

of sensory experiences on purchasing intention was evaluated by a descriptive survey combined with sensory testing of five fresh tropical fruits (n=281) and five processed

tropical fruit products (n=290); and (3) perceived motives and barriers, and the influence

of nutrition and health claims on the purchase intention of tropical fruits were assessed through two focus group discussions (n=15). Important findings are that pleasure-seeking

seems to be the major motivation for tropical fruit consumption, both for fresh and processed products. On the other hand, unfamiliarity with the fruits and their perceived high price are important limiting factors. However, sensory experience is the single most important factor in product acceptance: when product taste does not match sensory expectations, general acceptance and hence purchase intention of the tropical fruits and products will be lower.

INTRODUCTION

In Europe, consumers’ demand for tropical fruits and their products is expanding due to increased health consciousness (FAO, 2003; Centeno, 2005), population growth of ethnic minorities in Europe (von der Linden, 2004; CBI, 2005), and through international travel and global communication (Centeno, 2005). The food industry is also making greater use of tropical fruits as ingredients for a wide assortment of food products in order to respond to consumers’ growing interest in healthy products and new flavours and tastes (Kortbech-Olesen, 1996). Nonetheless, numerous fresh and processed tropical fruit products are quite unknown to many consumers and are likely to remain so unless familiarization through sensory exposure and the subsequent build-up of positive experience-based attitudes towards these products occurs. In order to overcome this initial hurdle and achieve product acceptance followed by successful market introduction, it is of primary importance to gain insight into the various factors influencing consumers’ choice and consumption behaviour.

Consumers’ decisions either to eat fruit or not are the result of complex interactions between personal preferences, food properties and environmental factors (Kamphuis et al., 2006). With respect to personal factors, many studies emphasise socio-

demographic characteristics as important determinants of fruit intake and report that older age groups, urban people and higher educated people eat more fruit (Turrell et al., 2002;

Mitchell, 2004). Also higher incomes typically induce increased expenditure on fruit products (Diop and Jaffee, 2005). Baker and Wardle (2003) found that, although men eat fruit generally less frequently than women, attitudes and preferences towards fruits differ very little between both genders. Additionally, several studies underline the relationship between personal motivations, past behaviour and product-related experiences or product familiarity, as well as beliefs and attitudes towards a healthy diet with fruit intake (Kearney et al., 2000; Kvaakik et al., 2005). Hearty et al., (2007) indicated that

individuals with positive attitudes towards healthy eating show a larger intake of fruits. Moreover, in their study describing factors affecting food choice with respect to fruits and vegetables, Pollard et al., (2002) mentioned that product familiarity leads to the

development of attitudes towards fruit and vegetable intake and hence influences subsequent behavioural intention.

Apart from personal characteristics, consumers also rely on various product attributes before deciding whether or not to buy fruit or fruit products (Brunsø et al.,

2002; Kamphuis et al., 2006; Poole et al., 2007). In order to make a purchase decision,

consumers develop quality expectations about a product based on different product attributes which are traded off against each other. However, some product attributes, such as sensory ones, cannot be ascertained before purchasing. After a choice has been made, consuming the product will lead to quality experience as consumers will evaluate the sensory properties of the product as well as the other attributes that created expectations (Behrens et al., 2007). The match or mismatch between quality expectation and quality

experience (confirmation / disconfirmation) determines consumers’ satisfaction and hence repeated purchase (Deliza, 1996; Grunert, 2002; Brunsø et al., 2002).

Numerous studies mention sensory characteristics (particularly taste), health considerations and pleasure-seeking factors as the most prominent motivators for fruit consumption and hence subsequent purchasing intention (Dixon et al., 2004; Verbeke,

2006; Enneking et al., 2007; Poole et al., 2007). Tuorila and Cardello (2002) assessed

consumer responses to an off-flavour in fruit juices and revealed that liking is a very important predictor of consumption and that consumption may be not repeated if the first impression of taste is poor. Also Deliza et al., (2003) cited that foods are unlikely to be

accepted if consumers do not like the flavour.

Various studies also underline health considerations as a frequently mentioned reason behind food choices (Brunsø et al., 2002; Grunert, 2006; Verbeke, 2006).

Although health-related qualities of a product are rather invisible, nutrition and health claims have become an established way of communicating the healthiness of a food product to the consumer (van Trijp and van der Lans, 2007). Consumers are quite open to a wide range of nutrition and health claims. However, the extent to which these are

(Balasubramanian and Cole, 2002). Other studies point in the opposite direction and indicate that enrichment of foods, which are perceived as naturally healthy is not regarded as truly enhancing the health benefits of the food product (Bech-Larsen and Grunert, 2003; Niva, 2007). Furthermore, van Kleef et al., (2005) mentioned that

consumers look at nutrition and health claims differently when their health status changes. Experiencing health problems makes people more aware and involved and influences their receptiveness to information addressing those relevant health issues.

The interplay between taste and health within the food choice process is rather complex. Consumers are constantly vacillating between eating for health or for pleasure (Tuorila and Cardello, 2002; Niva, 2007). Several studies indicate that consumers will not sacrifice sensory pleasure in order to achieve a healthy diet. For example, Luckow and Delahunty (2004) indicated that consumers’ acceptance of a product is based on taste rather than on health claims, for they would not expect unpleasant flavours to be markers for health benefits. Also Verbeke (2006) reported that most consumers are not willing to compromise on taste for eventual health benefits in the case of functional foods.

Besides sensory and health considerations, which are found to be prominent factors, consumers’ fruit choice is also driven by numerous other product attributes such as brand, convenience, price, availability, packaging, etc. (Batt, 2003, Deliza et al., 2003;

Enneking et al., 2007; Poole et al., 2007).

Furthermore, several studies mention a positive effect of socio-environmental factors such as social support from family, friends and co-workers on fruit intake (Steptoe

et al., 2004; Kamphuis et al., 2007). Also situational factors, such as moment and place

of purchase, may influence consumers’ behaviour during the purchasing stage of fruits and fruit products (Meiselman, 1996; Grunert, 2006).

The complex interaction between different factors influencing consumers’ decision to eat fruit has been widely described in literature. Though, little research has been done on this topic with respect to tropical fruits and derived products. Most research about this food category focuses on trade-related aspects, nutritional properties, production methods, and processing and packaging issues. Research related to consumers’ perceptions and decisions to eat tropical fruit is scarce. Nonetheless, when launching new tropical fruits or derived products, it is important to understand how consumers perceive these products, how they make product choices and how they build up purchasing and consumption intentions. The scarcity of insight in consumer decision- making process towards the growing share of tropical fruits forms the rationale for this research.