The purpose of this study was to explore the influence of external product attributes on
consumers’ perceived acceptance of pea protein as a protein substitute in food products.
The interest in pea protein as a possible protein source was investigated and the various
advantages of consuming pea protein were highlighted. In previous studies, pea protein
was identified as a possible substitute for red meat (Davies & Lightowler, 1998), but also
as protein containing the amino acid profile which corresponds with the profile
recommended for adults by the Food and Agriculture Organisation (FAO) (Swendseid,
1981). Additionally the nutritional and health benefits, the environmental benefits of
growing pea protein as well as the non-allergen declaration accompanying pea protein
were discussed.
The various factors that will influence the consumer’s decision making process when
introduced to a new and unfamiliar protein source such as pea protein were investigated
in terms of the external product attributes as well as the factors indicated in the Theory of
Reasoned Action (TRA) (Fishbein & Ajzen, 1975). The external product attributes were
identified as the influence of price, marketing of the product, packaging attributes of new
food products, branding importance of a product and new product education and
knowledge perceived necessary for acceptability of a new food product. The additional
factors which were investigated, as indicated by the TRA, included the influence of the
subjective norms or significant others, as well as the consumers’ personal attitude. attitude.
Due to the limited insight and understanding of the influences that external product
attributes have on a consumer’s perceived acceptance of pea protein as a protein
substitute in food products, a qualitative exploratory research design was initiated. An
exploratory research design was incorporated because this afforded the researcher the
opportunity to gather thorough and comprehensive data or information and it also
increased the richness and depth of explorations that could be researched (Key, 2002).
The fact that an exploratory research design was incorporated, a non-probability sampling
strategy was implemented. Additionally a convenient sampling strategy was also
implemented because this type of sampling strategy represents sites or individuals from
which data can easily be collected and where access is convenient (Cresswell, 2007).
The unit of analysis for this research was female shoppers, being the main grocery and
food shoppers in the household, who were living in suburban areas. The participants of
the research, therefore, resided mainly in the Johannesburg and Pretoria suburban areas,
within the Gauteng province and were chosen because these are two of the major
suburban cities in South Africa. The data were collected through means of a multi-method
approach whereby different data collection instruments were applied. In this regard focus
group interviews, sentence completion exercise and a vignette were used which
addressed the objectives set out in the study.
From the findings of the study on the influence of external product attributes on
consumers’ perceived acceptance of new products in general and new products
containing pea protein, it was found that there were not any noticeable differences
between a new food product and a new food product containing pea protein. The
consumer did not indicate a greater willingness to accept general new products in
comparison to a pea protein product. On the contrary, the fact that a new product
contained pea protein did not make any difference. For consumers external product
attributes in general played a major role in their purchasing decision making process. The
most important requirement that the consumers had was that additional information
regarding the pea protein should be provided. It was indicated by the participants that they
would be interested in the pea protein product and consider purchasing it and
incorporating it into their daily diet, providing they knew more about the product and had
sufficient background information about the new product. Furthermore, the importance of
marketing of a new product was highlighted and the fact that the packaging of the new
product should be attractive and eye-catching. Price competiveness was mentioned,
however, should a new and unfamiliar product be introduced by a well-known brand, this
would lower the initial resistance to the new product. One of the main limitations of this study is the relatively small sample size from a
particular area in South Africa and, therefore, resulting in a very selective sample. The
sample, therefore, remains one of convenience which limits the ability to generalize or
transfer findings to a bigger group of consumers. Furthermore the study location was
within a limited area, namely Gauteng. For this reason no assumptions were made nor
were findings considered to be transferable to other population groups or consumer
groups. Another limitation is that the topic of this study is very new and unfamiliar; there
are, therefore, no previous studies with which to compare the findings. This study was
exploratory in nature and the instruments were chosen specifically to explore a new and
unfamiliar topic. The transferability of this study might be limited, but care was taken to
describe the research context in as much detail as possible. In doing so, an attempt was
made to enhance the transferability, should another researcher wish to duplicate the
study.
From the findings of this study certain recommendation can be made as most participants
were of the opinion that they would be interested in the pea protein product and consider
purchasing it and incorporating it into their daily diet provided they knew more about the
product and sufficient background information had been supplied. Furthermore, it was
noted from the findings that these external attributes would influence the new product
acceptability and, therefore, giving the research and developers as well as the marketing
team of a manufacturing company the information necessary to understand the
requirements from the consumers regarding the product containing pea protein better and
how this product should be marketed as a healthy alternative to other vegetable protein
sources. Further recommendations are that should a food manufacturing company wish to
develop a pea protein product, they would need to promote the product beforehand and
create an awareness of the advantages and benefits of pea proteins. This can be done by
editorials in magazines as well as promotions in printed media. Additionally, the
competition between products and brands is fierce and, therefore, manufacturing
companies need to differentiate their products to keep consumers interested in their
product or brand. Pea protein is a new and innovative product and can, therefore, add that
differentiation and benefit to food products.
Future research that can be considered is that of a sensory study, to determine the actual
viability of the pea protein products based on sensory evaluation. One of the main criteria
indicated for the acceptability of a food product containing pea protein has been the taste.
The present research was theoretical and exploratory in nature and, therefore, there were
no actual products which the participants could taste.
Additionally, the inclusion criteria for this study was identified as female shoppers who are
in charge of household grocery and food purchases and were, therefore, specifically
recruited to participate in the research. However, based on a study done by Jensen
(2011), it is recommended that further studies specifically include males because men are
doing more of the household grocery shopping and they are not as brand loyal as females
and would, therefore, be more willing to try and experiment with new food products. A
study based on the gender differences of the acceptability of new products, could highlight
different extrinsic attributes that would influence the purchasing decision. / Business Management / M. Consumer Sc.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/18524 |
| Date | 07 1900 |
| Creators | Quinn, Tineke |
| Contributors | Kempen, Elizabeth |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
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