Indian Food in the UK: Personal Values and Changing Patterns of Consumption

Authors: Helen White and Katerini Kokotsaki

Karthigeyan.S (13UTB13) Devi.S(13UTB07) Elakkiya.K(13UTB10) Arun.P(13UTB04)

INTRODUCTION
Purpose: To relate the respondents knowledge of Indian food attributes with their knowledge of their personal values hence to find out if aspects of English culture and Indian culture have similarities or differences with respect to specific Indian food attributes and how these similarities and differences are related to one another Importance: To aid promotion and marketing positioning of branded Indian foods in UK. Relevance:

LITERATURE REVIEW
Mead(1943) describes the relationship

between culture and food habits. According to Lyman (1989)Psychological and Physiological attributes relate to sensory attributes of food. According to Asp(1999), important factors while examining consumers decisionmaking are: Cultural Factors Psychological Factors Lifestyle Factors

LITERATURE REVIEW
Food Marketing Institute Survey of

Food Shoppers(1998) studies Sensory attributes Sloan(1998) identified food trends that consumers are likely to respond to. Mead (2002) discusses how social classes affect each other in food demand

CONCEPTUAL FRAMEWORKVariables
Personal values such as the following are

identified

CONCEPTUAL FRAMEWORK(contd.)

OBJECTIVES OF THE STUDY

To explore attitudes based on

ethnicity towards and the consumption of Indian Foods in UK.

RESEARCH METHODOLOGY-Research Design

Means-end Model: Form knowledge structures

called means-end chains. Laddering Method : In depth, one-to-one Interviews Stage 1-Pilot work: Choice of Product Categories Elicitation of Constructs(4+4) - 3 questions Stage 2 Mapping and Charting: Laddering Interviews(12+12) 45 mins each Content Analysis: Identify and Label A/C/V Laddering s/w to produce HVMs (Hierarchical

Table 1: Constructs of Indian fresh prepared, takeaway and ready me

POPULATION OF THE STUDY

DATA COLLECTION
Primary data Direct Personal Interview Method Snowball Design is used

FINDINGS
Health & Enjoyment Most

important for both groups Convenience & Savings Least important Ready Meals Least popular Culture/Ethnic traditions provide different orientations

FINDINGS(contd.)

Figure: Values ascribed to Indian meals by English and Indian respon

Figure: English Hierarchical Value Map

Figure: Indians Hierarchical Value Map

Figure: English Value Chains

Figure: Indian Value Chains

DISCUSSIONS
Lifestyle theme of food

consumption analyses convenience food consumption on the basis of time and space constraints. This study focuses on Social and Cultural Factors that affect convenience food consumption. Ethnicity is also another factor

LIMITATIONS
Pilot Study was conducted

on a mixed group. Once the constructs had been elicited, difficulty in ascribing the constructs back to individual meal type.

FUTURE WORK
Values can be ranked by

each respondent or group of respondents using conjoint measurement, to know how these values are rated relatively to each other.

REFERENCES
Mead, M. (1943). The problem of changing food habits. Bulletin of the

National Research Council, 108(325), 20-31.

Mintel Intelligence Group (2003)Indian Foods.Mintel,London.
Keynote (2001)Ethnic Foods Market. Keynote Ltd,Middlesex. Mintel Intelligence Group (2002)Ethnic Takeaway and Other Fast Food.

Mintel, London.
Sloan, A. (1998) Food industry forecast: consumer trends to 2020 and

beyond.Food Technology,52, 3744.

Lyman, B. (1989)A Psychology of Food.Van Norstrand Reinhold, New

York.
Asp, E. (1999) Factors affecting food decisions made by individual

consumers.Food Policy,24 (23), 287294.

Mead, M. (1943) The problem of changing food habits. In The Problem

of Changing Food Habits.Report of the Committee on Food Habits 19411943, Bulletin No. 108.National Research Council, National Academy of Sciences, Washington, DC.
Food Marketing Institute (1998) Trends in the United States: Consumer

THANK YOU