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Lack of Consumer Awareness About Processed Food Items

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Lack of Consumer Awareness about Processed Food Items

ABSTRACT

In India, frequently customers purchase food items without being fully aware of the negative side-effects of the ingredients because of lack of knowledge and under the influence of clever marketing strategies. This research has been taken up on “Noodles” which contains Mono Sodium Glutamate (MSG).

Exploratory research methodology was adopted with primary data collected mostly in Bangalore.

Our research reveals that there is a large ignorance about the possible negative side effects of MSG. Surprisingly many say that they will continue to purchase the items because they are not convinced.

The research is of great importance for consumer protection. It should help the authorities in formulating suitable guideline for product promotion.

KEY WORDS: Consumer ignorance, Food, Noodle, MSG

Introduction

Customers are either consumers themselves or purchasers on behalf of the consumers. It is nothing but natural to assume that customers purchase products which are best suited for them and what they consider value for money. However, there can be situations when a customer buys a product without being fully aware of the pros and cons of using the particular product. This may be trivial for a simple purchase of low value item. But it can be particularly serious in case of food item. The question is - are all customers well aware of the negative effects of such products? Who should educate the customers? Is it the moral responsibility of the marketer to highlight these points? The present research work has been taken up with this in mind.

Research Purpose

This research was taken up because there have been lot of controversy about a food ingredient called Mono Sodium Glutamate (MSG). It is widely used in Chinese cooking. It is used as a flavor enhancer. It has been reported widely that consumption of MSG beyond a certain level many effects ranging from headache to various allergic reactions.

Chinese food is becoming increasingly popular in India. There are Chinese restaurants in every city and big town in India for many years. However, the popularity grew since the introduction of Maggi brand by Nestle in India in early 90s. The popularity has reached such a level that now it is part of menu in many small restaurants and eating joints who primarily serve Indian foods. It has also become immensely popular in Indian kitchen. It has penetrated even the rural households and Indian version of noodles is being increasingly consumed by all Indians.

Objective:

The objective of the research is to study the awareness level among customers towards some specific products and to ascertain their reaction after they are made aware of the negative effects of certain products.

Research Methodology:

Secondary data is collected from media reports. Primary data is collected from customers in Karnataka mostly in Bangalore. Instrument used was questionnaire.

Sampling Technique:

Convenient Sampling technique was adopted with sample size of 150.

Data Analysis:

Data as obtained from responses from customers are presented here question-wise. Data is presented in tabular form. Wherever any hypothesis is formulated, that is also tested.

Question - 1

Do you like noodle?

( Very much ( so-so ( Not so much ( Not at all

|Liking Noodle | No. of respondents |Percentage |
|Very much |123 |82 |
|So-so |18 |12 |
|Not so much |6 |4 |
|Not at all |3 |2 |
|Total |150 |100 |

Interpretation:

Noodle has become very popular in India with overwhelming majority liking it.

Question - 2

Where do you eat noodle?

( At Home ( Restaurants ( Roadside Joints

|Where |No of respondents |Percentage |
|At home |101 | |
|Restaurants |131 | |
|Roadside Stalls |54 | |
|Total | | |

Interpretation

Consumers are not only consuming noodle outside but also preparing at home particularly the instant variety. Noodle has found a place in Indian kitchen.

Question - 3

How frequently do you consume noodle?

( Once a Week ( once in 15 days ( Once a month

|Frequency |No. of respondents |Percentage |
| |Men Women |Men Women |
|Once a Week |17 |14 |27.9 |15.7 |
|Once in 15 Days |39 |46 |63.9 |51.7 |
|Once a Month |5 |29 |8.2 |32.6 |
|Total |61 |89 |100 |100 |

Interpretation:

Both men and women have taken to noodle consumption in big way. Men consume more per week because of eating in office canteen etc.

Question - 4

Are you aware of MSG?

Yes No

|Awareness |Men |Women |Total |
|Yes |9 |8 |17 |
|No |52 |81 |123 |
|Total |61 |89 |150 |

Wanted to check whether awareness is dependent on gender? We are assuming that both men and women visitors are equally aware of MSG. This is checked by the following method.

Null Hypothesis is that the proportion of awareness is equal among men and women.

We want to test this hypothesis at 0.05 level of statistical significance

We calculate expected frequency according to the formula:

R(i) x C(j)

E(ij) = -------------------------

n

R(i) = Total observed frequency in the i-th row

C(j) = Total observed frequency in the j-th column

Calculation of expected frequencies:

E(11) = 17 x 61 / 150 = 6.9 E(12) = 17 x 89 / 150 = 10.1

E(21) = 123 x 61 / 150 = 50 E(22) = 123 x 89 / 150 = 66.4

Now we calculate Chi Square value:

Chi Square: = ∑ {O(i) – E(i) }**2 / E(i)

= ( 9 – 6.9 )**2 / 6.9 + ( 8 – 10.1 )**2 / 10.1 + ( 52 – 50 )**2 / 50 + ( 81 –66.4 )**2 / 66.4

= 0.64 + 0.44 + 0.08 + 3.21 = 4.37

Degree of Freedom = ( R – 1 ) x ( C – 1 ) = ( 2 – 1 ) x ( 2 – 1 ) = 1

Theoretical Value of Chi Square for Degrees of Freedom as 1 and 0.05 level of statistical significance is 3.84 (From table)

Interpretation:

Thus we see that the calculated value is only slightly higher than the theoretical value. Hence the Null Hypothesis is rejected. So we conclude that the awareness about MSG is though not equal among men and women, they are almost equally ignorant.

Question - 5

Do you read the packet carefully before buying noodle?

Yes Not really Hardly

|RR |No. of respondents |Percentage |
|Yes |6 |4 |
|Not really |18 |12 |
|Hardly |126 |84 |
|Total |150 |100 |

Interpretation:
Maximum people do not read the package properly.

Question - 6

Are you aware that there are reports that MSG has negative side effects particularly for infants?

Yes Vaguely No

|RR |No. of respondents |Percentage |
|Yes |3 |2 |
|Vaguely |11 |7 |
|No |136 |91 |
|Total |150 |100 |

Question – 7

Will you continue to consume noodle after hearing about MSG? ← Yes, because I am not convinced I shall ask for expert opinion ← No, I am concerned now

| Reaction |No. of respondents |Percentage |
|Yes |117 |78 |
|Opinion |24 |16 |
|No |9 |6 |
|Total |150 |100 |

Interpretation:

Question - 8

How important is the fact to you that MSG is controversial?

| Importance | No of Respondents | Percentage |
|Least Important |3 |2 |
|Not so Important |68 |45.3 |
|Neutral |52 |34.7 |
|Important |21 |14 |
|Very Important |6 |4 |
|Total |150 |100 |

Interpretation:

Majority of the respondents are not giving importance to the fact that MSG is controversial. This is because of lack of awareness and concealing of this fact by the marketers.

Conclusion:

There have been a lot of reports about MSG. Most of the brands sold in India do not refer to such facts. MSG may not be uniformly harmful to everyone but there is a certain risk associated with certain groups like infants and people who are prone to certain ailments.

The absence of such reference by the marketers may harm certain ignorant consumers.

Recommendation: 1. The concerned authorities should investigate the matter. 2. The package should clearly mention the ingredients present percentagewise. 3. There should be compulsory warning message about MSG on the packet (in the line of warning message about ill effects of tobacco in cigarette packets)
References:
1. http://escholarship.org/uc/item/60k39774 2. http://sundaytimes.lk/070916/MediScene/mediscene-00003.html 3. http://www.doityourself.com/stry/fdamsg 4. http://www.glutathionediseasecure.com/reaction-to-msg.html 5. http://www.advancedhealthplan.com/msgstudy.html 6. http://www.truthinlabeling.org/adversereactions.html 7. http://www.truthinlabeling.org/Recog.html 8. http://www.happycow.net/health-msg-information.html[pic]

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