Generalidades sobre los marcadores biológicos

Questions in Section Three were similar for both surveys. The first question in this section sought to understand how Malaysian consumers respond when they are dissatisfied with the quality of the fresh/chilled meat or fresh fruit and vegetables that they have purchased. According to Liu and McClure (2001), non-western customers behave differently from western customers when they are dissatisfied. Unlike Westerners, Malaysian consumers were found not to complain to retailers, but rather to take private action such as switching to another brand, purchasing from another shop or spreading negative word-of-mouth to their family or friends when

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they were dissatisfied (Ramayah et al. 2003; Ndubisi and Ling 2005). Asma (1996) also revealed that Malaysian consumers seldom expressed their dissatisfaction directly. Producers and retailers in the fresh food industry may therefore be misled by situations where there is a low degree of dissatisfaction or few complaints from consumers.

Product attributes were found to be linked to consumers’ complaint behaviour (Rousseau 1987; Ramayah et al. 2003). Rousseau (1987) examined consumers’ complaint behaviour towards the purchase of different types of products such as household appliances and audio/visual equipment, clothing and jewellery, food products, furniture, motor vehicle accessories and parts, and books and magazines. The findings indicate that when consumers were dissatisfied, their behaviour was influenced by the price of the product, functionality and product enjoyment.

When you are dissatisfied with the quality of [fresh/chilled meat or fresh fruit and vegetables] you have purchased, what do you do?

(Eastwood et al. 1987)

I am always satisfied with my purchase Galbreath and Rogers (1999), Ndubisi and Ling (2005), preliminary research.

I throw them out Bonne and Verbeke (2006).

I change shops Rousseau (1987), Galbreath and Rogers (1999), Liu and McClure (2001), Ndubisi and Ling (2005).

I inform/complain to the seller Rousseau (1987), Ramayah et al. (2003), Ndubisi and Ling (2005).

I return it to the shop Liu and McClure (2001). I just eat it/cook it Preliminary research.

I stop buying Colgate and Hedge (2001), Ramayah et al. (2003).

I am more selective the next time I buy Ramayah et al. (2003).

I purchase less Segerson (1998).

I do nothing Ramayah et al. (2003), Ndubisi and Ling (2005).

I change brands Rousseau (1987), Colgate and Hedge (2001), Liu and McClure (2001), Ramayah et al. (2003).

The following questions in Section Three revolved around food safety issues. Firstly, respondents were asked to rank their level of confidence in their purchase of fresh/chilled meat or fresh fruit and vegetables on a scale from 1 to 6, where 1 was

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“not at all confident” and 6 was “very confident”. Following this question, an open- ended question asked respondents to justify the reasons for their ranking.

Fresh/chilled meat questionnaire Fresh fruit and vegetables questionnaire

How confident are you that the fresh/chilled meat that you consume are safe to eat?

According to your response in Question 32, what factors lead you to conclude that the fresh/chilled meat that you buy are safe or not safe to eat?

(Becker et al. 2000, Hoffmann 2000, Krystallis and Arvanitoyannis 2006)

How confident are you that the fresh fruit and vegetables that you consume are safe to eat?

According to your response in Question 35, what factors lead you to conclude that the fresh fruit and vegetables that you buy are safe or not safe to eat?

(Schifferstein and Oude Ophuis 1998)

In purchasing fresh food, food safety has been identified as a major consideration (Asp 1999). According to Batt et al. (2006), in Asia, food safety was considered to be the most important variable in meeting consumers’ demand. Factors such as microbiological contamination, chemical residues from growth hormones and antibiotics, high fat content and BSE were of great concern for consumers in their decision to purchase fresh/chilled meat (Asp 1999; Krystallis and Arvanitoyannis 2006). In a Muslim country such as Malaysia, Halal certification or the consumers’ confidence that the product was Halal was considered crucial in the consumers’ decision to purchase fresh/chilled meat (Bonne and Verbeke 2006).

For fresh fruit and vegetables, consumers may have concerns about contamination by pathogenic microorganisms, the origin of the product, genetic modification and the usage of chemicals and fertilisers in the cultivation of the crop. Other concerns about sustainable production, water pollution, animal welfare and waste management were mentioned in order to investigate how confident respondents’ were of the Malaysian government’s capacity to manage these issues. Respondents were asked to respond on a six point scale where 1 was “not at all confident” and 6 was “very confident”.

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How confident are you of the Malaysian food system in terms of managing each of the following, where 1 is “not at all confident” and 6 is “very confident”.

Organically produced food McEachern and Schroder (2002). Genetically modified fruit and

vegetables

Caswell (2000), Novotorova and Mazzocco (2008).

Chemical residues McEachern and Schroder (2002).

Fair trade McEachern and Schroder (2002), Batt et al. (2006). Sustainable production McEachern and Schroder (2002), Batt et al. (2006). Country-of-origin McEachern and Schroder (2002).

Water pollution McEachern and Schroder (2002), Said et al. (2003), Batt et al. (2006).

Waste management Said et al. (2003), Batt et al. (2006). Conservation biodiversity McEachern and Schroder (2002).

Animal welfare Hughes (1995), Harper and Makatouni (2002), McEachern and Schroder (2002), Batt et al. (2006), Bonne and Verbeke (2006), Yiridoe et al. (2005). Recycling packaging McEachern and Schroder (2002), Batt et al. (2006). Halal Bonne and Verbeke (2006), Chaudry et al. (2007). Hormones, antibiotics and

growth promotants

McEachern and Schroder (2002).

Functional food/probiotics Verbeke (2005a), Batt et al. (2006). Microbial contamination Asp (1999), Batt et al. (2006).

The final two questions in Section Three examined respondents’ experience in avoiding or boycotting a particular food product. Ramayah et al. (2003) revealed that Malaysian consumers tend to boycott a product when they received poor service from retailers or the products failed to meet quality expectations. Klein et al. (2001) demonstrated that people have different and mixed motives for boycotting a product. Segerson (1998) confirmed that the main reason for consumer boycotts was food safety.

Have you ever avoided or boycotted a particular food product because you were concerned about food safety?

Is your boycott usually on a temporary basis or permanent? What are the reasons for your boycott?

(Segerson 1998, Klein et al. 2001, Ramayah et al. 2003, Klein et al. 2004, Tyran and Engelmann 2005)