1. Deon Yearwood
Supervisor: Miss. Janelle Yarde-Blackman
AN INVESTIGATION OF KNOWLEDGE,
PERCEPTION AND, FACTORS AFFECTING
CONSUMPTION PATTERNS OF FRESH FRUIT
JUICE AMONG ADULTS IN NORTH EAST
TRINIDAD.
4. PURPOSE OF STUDY & OBJECTIVES
OBJ1
To determine the
most dominant
factor affecting
consumption
patterns and
preferences in
fresh fruit juices
OBJ2
To evaluate the
customers’
knowledge and
perception of the
characteristics of
fresh fruit juices
OBJ3
To identify the
most prominent
quality attribute
and associated
level of
acceptance to
fresh fruit juice
over fruit drinks
OBJ4
To determine
the
relationship
between
economic
factors and
consumption
rates of fresh
fruit juices;
7. LITERATURE REVIEW
Technology and opportunities
Household occupants and income
Knowledge and associated health benefits
Income and price
Aesthetics of the packaging
THE IMPORTANCE OF THE STUDY
awareness of nutritional content.
nutritional lives of our society.
lifestyle diseases.
8. LIMITATIONS
Bias/ Dishonesty in
answering questionnaire
Convenience of
participants to know the
various beverages in the
study
Slow response rates
9.
10. SUMMARY OF POPULATION DEMOGRAPHICS
DEMOGRAPHY SUMMARY
AGE 18-25 26-25 36-45 46-55 >55 Total
Gender Male 24 4 2 0 16 46
Female 40 10 14 14 3 81
Education level Secondary 3 1 6 1 5 16
Tertiary 61 12 10 13 4 100
Post Grad 0 2 0 0 10 12
Ethnicity Indo Trinidadian 30 4 10 9 59 59
Afro Trinidadian 12 3 4 5 25 25
Mixed 22 6 2 0 42 42
Caucasian 0 1 0 0 1 1
Other 0 1 0 0 1 1
Marital status Single 60 9 10 13 6 98
Married 2 3 1 1 11 18
Divorced 0 1 3 0 2 6
Common Law 2 2 2 0 0 6
Number of
people in
Household
live alone 3 4 1 0 1 9
2 to 4 38 1 9 5 16 69
5 to 8 21 9 6 9 2 47
More than 8 2 1 0 0 0 3
Monthly
Household
Income
Low 0 1 0 0 0 1
Mid-low 10 0 0 2 1 13
Medium 0 5 1 0 4 10
Mid-high 6 0 1 0 0 7
high 28 4 9 9 11 61
Would not say 13 5 5 3 3 29
N/A 7 0 0 0 0 7
11. PERCIEVED BENEFITS
PERCIEVED BENEFITS
Number of people agreeing Number of people disagreeing
Percent of Daily intake for vitamins associated with fruit
consumption
102 26
Hydration 86 42
Energy 72 56
Fruity filled sensation (based on fruit) 70 58
12. CONSUMER PREFERENCES
ACCEPTANCE
Bare Fruit welch orchard ocean spray Trinidad
Fresh
Minute
Maid
Trinidad
Juice
Fruta Caribbean
cool
Tampico
Prefer most 32 28 25 13 11 6 4 4 3 2
Prefer Least 4 5 11 5 5 27 3 8 16 44
Most appealing
packaging
21 25 24 10 7 10 1 12 14 4
13. HOUSEHOLD INCOME AND
HOUSEHOLD OCCPANTS
# OF PEOPLE IN HOUSE HOLD Total
live alone 2-4 5-8 >8
CURRENT HOUSE HOLD MONTHLY
INCOME
Low income 0 0 0 1 1
Mid-low income 2 9 2 0 13
Middle income 1 5 4 0 10
Mid-upper income 0 4 3 0 7
High income 1 30 28 2 61
Would not Say 5 17 7 0 29
N/A 0 4 3 0 7
Total 9 69 47 3 128
14. FRESH JUICE MADE VS. CONSUMTION
RATES
FREQUENCY OF CONSUMPTION Total
Once a day 2x/Day 3x/Day > 3x/Day Rarely
DO YOU MAKE FRESH JUICE No 1 7 1 0 6 15
Yes 24 19 7 0 5 55
Sometimes 23 16 6 5 8 58
Total 48 42 14 5 19 128
15. FAMILY PURCHASES AND NUTRION
OBSERVATION
42%
21%
37%
Yes
No
Sometimes 39%
13%
48%
Yes
No
Sometimes
16. LEVEL OF IMPORTANCE
LEVEL OF IMPORTNACE
Not Important Somewhat
Important
Doesn’t
Matter
Important Very
Important
Pulp 37 47 13 13 18
Taste 0 0 1 11 116
Appearance
of package
8 19 34 28 39
Colour of
juice
6 11 25 41 45
Size of
package
5 16 13 46 48
Nut. Content 6 3 9 42 68
Price 4 10 11 36 67
Local fruit 15 8 36 39 28
Convenience 4 7 25 42 49
Availability 2 8 14 51 53
Brand 18 13 25 41 41
Popularity 24 16 46 24 18
17. HIGHEST AND LOWEST RANKED QUALITY
ATTRIBUTE
41%
31%
12%
8%
8%
Taste Nutritional content Price Local fruit Other
20%
12%
7%
9%
36%
16%
Pulp Size of Juice Local fruit Brand Popularity Other
18. INFLUENCE OF SIZE OF FD ON WILLINGNESS
TO PAY
7
19
11
7
13
3
22
13
5
00 0
7
13
0
1
4
1
2
0
0
5
10
15
20
25
8 oz 12 oz. 160z. 20 oz. One Litre
#OFPEOPLE
SIZE OF JUICE
$5 $8 $10 $12 2 per. Mov. Avg. ($5 ) 2 per. Mov. Avg. ($8 ) 2 per. Mov. Avg. ($10 ) 2 per. Mov. Avg. ($12 )
19. HOW CONSUMPTION SIZE IS AFFECTED
BY INCOME CLASSES
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
One Litre
20 oz.
16 oz.
12 oz.
8 oz.
0
0
0
1
0
0
7
2
2
2
0
4
3
1
2
0
3
0
4
0
13
5
18
21
4
0
5
8
13
3
% OF INCOME CLASS
SIZECONSUMED
Low income Mid- low income Middle income Mid-Upper income High Income Would not say
20. BRANDS PREFERED AND ABILTY TO
DISTINGUISH FJ FROM JD
0
5
10
15
20
25
Able to differentiate Unable to differentiate
10
22
2 22
0
8
17
0
3
2 22
9
0
6
5
23
5
8
#OFPEOPLE
KNOWLEDGE OF FJ from JD
Bare Fruit Fruta Tampico Orchard Caribbean Cool Trinidad Juice Trinidad Fresh Minute Maid Welch Ocean Spray
21. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Secondary
Tertiary
Post Graduate
18.75
32
2
81.25
68
80
PERCENTAGE OF PARTICIPANTS
LEVELOFEDUcATION
Able To Differentiate Unable To Differentiate
ROLE OF EDUCATION ON ABILITY TO
DISTINGISH FJ FROM JD
22. THE IMPACT HOUSEHOLD OCCUPANTS
HAVE ON INDIVIDUAL CONSUMTION RATES
3
23
20
2
4
23
15
00
7
6
00
3
2
1
2
13
4
0
0
5
10
15
20
25
Live Alone 2 to 4 5 to 8 >8
NUMBEROFPARTICIPANTSAFFECTED
# OF PEOPLE IN HOUSHOLDS
Once a Day 2x/Day 3x/Day >3x/Day Rarely
23. RECOMMENDATIONS
• INCREASE THE
KNOWLEDGE OF
CONSUMERS
• ENCOURAGE
MANUFACTURERS TO
EXPLORE OUR EXOTIC
ARRAY OF FRUITS IN
NEW MARKETS
• INSPIRE INDIVIDUALS TO
ACTIVELY MAKE
CONSIOUS DECISIONS
WHEN MAKING JUICE
PURCHASES GIVING
CONSIDERATION TO
HEALTH BENEFITS
24. BIBLIOGRAPHY
.
Lampe, Johanna W. 1999. Health effects of vegetables and fruit: assessing mechanisms of action in human
experimental studies1,2,3. Accessed 02 26, 2015. http://ajcn.nutrition.org/content/70/3/475s.short.
Xuqi Chen, Zhifeng Gao. 2013. "Chinese Consumer Knowledge, Perception and Willingness to Pay (WTP) for
Orange Juice Products." Florida: Food and Resource Economics Department university of FLorida.
Y. Claire Wang, MD,ScD Sarah N. Bleich, PhD, Steven L. Gortmaker, PhD. 2007. Pediatrics. Accessed February
15th, 2015. http://pediatrics.aappublications.org/content/121/6/e1604.short.
Agribusiness. 2013. "Fruit and Vegetable Juices: U.S. Market Trends." ReportLinker. April. Accessed March 18th,
2015. http://www.reportlinker.com/p01172039-summary/Fruit-and-Vegetable-Juices-U-S-Market-Trends.html.
Iton, C.W. Ardon. 2014. "The importance of fresh fruit attributes in Trinidad and Tobago in the Purchase decision
of women." Infinity 98.
Melnick, Meredith. 2011. Why People Don't Read Nutrition Labels. Nutrition Study, Minnesota: TIME.
Perreau, Fanny. 2014. The influence of packaging on consumer purchase decision. University of Miami and
California Institute of Technology.
Wolf, Barney. 2013. "QSR Consumer trends." Bringing the Juice. Feburary. Accessed March 18th, 2015.
http://www.qsrmagazine.com/consumer-trends/bringing-juice?page=2
