Food in unit, type and time

Transkript

1 Appendix 1 12 Food in unit, type and time Source: Danmarks statistik: Consumption per. person (kg) Butter FVF1: Fødevareforbrug efter type og Consumption per. person (kg)margarine enhed (år) Food in unit, type and time Source: Danmarks statistik: Consumption in total (M. kg) Butter FVF1: Fødevareforbrug efter type og enhed Consumption in total (M. kg) Margarine (år) Net priceindex(2000=100) in commodity group and time 2000M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M Butter, Spreadable olie and margarine Source: Danmarks statistik: Pris7: Nettoprisindeks (2000=100)efter varegruppe og tid

2 Hej! Jeg er studerende fra Århus Handelshøjskole. Må jeg forstyrre et øjeblik? Jeg er ved at lave en undersøgelse om købs vaner indenfor fedtstoffer, til min afsluttende bachelor opgave. Derfor vil jeg hører dig om du vil deltage i et kort interview? Det tager cirka 5 minutter og vil være en stor hjælp. Det er selvfølgelig anonymt. 1. Hvornår har du sidst købt Smør/Margarine i et supermarked? Denne uge Sidste uge Ugen før den 2. Kan du huske hvilken dag? 3. Var det Smør eller Margarine Smør/ Margarine 4. Hvilket mærke købte du? 5. Hvilken type var det? Normal Stege Bagning Økologisk Light Andet 6. Hvor stor mængde (125,250,500 g 1kg)? 7. Hvad kostede det nøjagtigt? 8. Hvor sikker er du på den pris?(skala) (Meget usikker) (Meget sikker) 9. Var produktet på tilbud? Ja/ Nej 10. Køber du altid det produkt? (Skala) (Helt uenig) (Helt enig) Appendix 2 DK 11. Køber du altid det produkt uanset prisen på andre mærker? (Skala) (Helt uenig) (Helt enig) Dealspotting (Jeg vil nu vise dig nogle billeder af nogle produkter, så vil jeg hører dig om prisen er højere eller lavere end normalprisen, altså den du mener produktet normal koster) Kær. OMA AMA Bec. 12. A1 Er prisen højere eller lavere end normalprisen? Højere Lavere 13. A2 Er prisen højere eller lavere end normalprisen? Højere Lavere 14. A3 Er prisen højere eller lavere end normalprisen? Højere Lavere 15. A4 Er prisen højere eller lavere end normalprisen? Højere Lavere 16. Har du hørt om den nye fedtafgift? Ja/ Nej (Fortæl: Prisen på mættet fedt får en afgift forhøjelse på 20% svarende til 16DKK pr kg mættet fedt ) 17. Vil en sådan pris forøgelse ændre på dit forbrug af smør? Ja/ Nej 18. Vil en sådan pris forøgelse ændre på dit forbrug af margarine? Ja/ Nej 19. Vil det ændre på dit forbrug af? Kærgården(Steg 10,4%)/ AMA (Steg 14,7%) 20. Vil det ændre på dit forbrug af? Kærgården (15,95>17,80)/ AMA (13,95>16,35) 21. Hvilket af disse produkter ville du købe mere af hvis prisen steg fra? AMA (13,95>16,35)/ OMA (15,95>19,95) Ingen Praktiske spørgsmål 22. Hvor gammel er du? 23. Din sidst gennemførte uddannelse? Folkeskole eller tilsvarende (7-10 års skolegang) Læreplads eller udlært i et fag Gymnasial uddannelse (alment gymnasium, HF, teknisk gymnasium, handelsgymnasium) Kortere videregående uddannelse (1½-2½ år, fx laborant, økonoma) Mellemlang videregående uddannelse (3-4 år, fx sygeplejeske, lærer) Lang videregående uddannelse (3-7 år, forskningsbaseret universitetsuddannelse) Andet: 24. Årlige indkomst? (Før skat) Hvilket postnummer bor du i? 26. Køn? Mand Kvinde Page 1 of 1 Checked Double checked Date conducted

3 Hey! I am a student from Århus School of Business. May I interrupt you for a moment? I am doing a survey about consumer behaviour on spreadable products for my bachelor thesis. I would like to hear if you would participate in a short interview? It takes about 5 minutes and will be much appreciated. It is of course anonymous. 1. When did you last buy Butter/Margarine in a retail store? This week Last week The week before 2. Do you remember which day? 3. Was it Butte or Margarine Butter/ Margarine 4. Which brand did you buy? 5. Which type was it? Normal Cooking Baking Ecological Light Other 6. Who large an amount (125,250,500 g 1kg)? 7. What was the accurate price? 8. How confident are you on this price?(scale) (Very insecure) (Very secure) 9. Was the product on sale? Yes/ No 10. Do you always buy this product? (Scale) (Totally disagree) (Totally agree) 11. Do you always buy this product regardless of the price of other brands? (Scale) (Totally disagree) (Totally agree) Dealspotting (I will now show you some pictures of some product, then I will ask if the price is above or below the normal price, that is the price you think the product usually) Kær. OMA AMA Bec. 12. A1 Is the price above or below the normal price? Above Below 13. A2 Is the price above or below the normal price? Above Below 14. A3 Is the price above or below the normal price? Above Below 15. A4 Is the price above or below the normal price? Above Below 16. Have you heard about the new excise duty on saturated fat? Yes/ No (Tell: The price on saturated fat will get an excise duty on 20% corresponding to 16 DKK/kg saturated fat) 17. Would such a price increase change your consumption of butter? Yes/ No 18. Would such a price increase change your consumption of margarine? Yes/ No 19. Will this change your consumption of? Kærgården(Steg 10.4%)/ AMA (Steg 14.7%) 20. Will this change your consumption of? Kærgården (15.95>17.80)/ AMA (13.95>16.35) 21. Which of these product would you buy more of if the price increase from? AMA (13.95>16.35)/ OMA (15.95>19.95) None Practical question 22. How old are you? 23. Your last finished education? Primary and lower secondary school for 7- to 16-year-olds or equivalent (7-10 years schooling) Apprenticeship or training place Upper secondary level (Grammar school, HF, Technical school, commercial upper-secondary school) Short length advanced studies (1½-2½ year, e.g. laboratory technician, catering officer) Medium length advanced studies (3-4 years, e.g. nurse, teacher) Long length advanced (3-7 years, Research based university) Other: 24. Yearly income? (Before tax) Which zip code do you live in? 26. Gender? Male Female Appendix 2 EN Page 1 of 1 Checked Double checked Date conducted

4 Kærgården original Butter 250 g Kærgården orginal - Smør 250 g A1: Pris 14,50 A1: Price Kærgården orginal - Smør 250 g A2: Pris 16,25

5 Kærgården orginal - Smør 250 g A3: Pris 18,50 Kærgården orginal - Smør 250 g A4: Pris 12,25

6 AMA Stege Margarine 500 g AMA Stege - Margarine 500 g A1: Pris 13,50 A1: Price AMA Stege - Margarine 500 g A2: Pris 15,50

7 AMA Stege - Margarine 500 g A3: Pris 17,50 AMA Stegemargarine 500 g A4: Pris 11,50

8 OMA Stege Margarine 500 g OMA Stege - Margarine 500 g A1: Pris 14,25 A1: Price OMA Stege - Margarine 500 g A2: Pris 16,50

9 OMA Stege - Margarine 500 g A3: Pris 18,25 OMA Stege - Margarine 500 g A4: Pris 12,50

10 Becel vegetable margarine 400 g Becel - Plantemargarine 400 g A1: Pris 17,25 A1: Price Becel - Plantemargarine 400 g A2: Pris 20,25

11 Becel - Plantemargarine 400 g A3: Pris 15,50 Becel - Plantemargarine 400 g A4: Pris 22,50

12 Kærgården Smør 250 g Price increase on 10.4% Pris stigning på 10,4% AMA Margarine 500 g Pris stigning på 14,7%

13 Kærgården Smør 250 g Price increase on from Pris stigning fra 15,95->17,80 AMA Margarine 500 g Pris stigning fra 13,95->16,35

14 AMA Margarine 500 g Pris stigning fra 13,95->16,35 OMA Margarine 500 g Pris stigning fra 15,95->19,35

15 Appendix 4 Sex 44% 56% Male Female 10 8 Age distribution Count Age Descriptive Statistics N How old are you? 120 Valid N (listwise) 120 Zip code: Minimum Maximum Mean Std. Deviation Different zip codes, =29(8200) =22(8000 & 8210) =4 =3 =2 =1

16

17 Have you heard about the new excise duty on saturated fat? Cumulative Frequency Percent Valid Percent Percent Valid Ja Nej Total Missing System 1.8 Total Heard of the new excise duty on saturated fat 40% 60% Yes No

18 Appendix 5: Price recall, within 5% of accurate price recall: Ax. Table 1.1 Ax. Table 1.2 Effect size: r=0,10 r=0,16 r=0,09 r=0,16

19 Price recall, selected within 10% of accurate price recall: Ax. Table 2.1 Ax. Table 2.2 Effect size: r=0,16 r=0,01 r=0,02 r=0,12

20 Price recall, selected within 15% of accurate price recall: Ax. Table 3.1 Ax. Table 3.2 Effect size: r=0,02 r=0,14 r=0,56 r=0,22

21 Correct deal spotting: Ax. Table 4.1 Ax. Table 4.2 Effect size: r=0,00 r=0,00 r=0,20

22 Ax. Table 5

23 Ax. Table 6 Ax. Table 7

24 Demographical: Ax. Table 8.1 Ax. Table 8.2 Effect size: r=0,26 r=0,11 r=0,39 r=0,12

25 Ax. Table 9 Primary and lower secondary school for 7- to 16-year-olds or equivalent (7-10 years schooling) Apprenticeship or training place Upper secondary level (Grammar school, HF, Technical school, commercial upper-secondary school) Short length advanced studies (1½-2½ year, e.g. laboratory technician, catering officer) Medium length advanced studies (3-4 years, e.g. nurse, teacher) Long length advanced (3-7 years, Research based university) Other

26 Test of normality: Price recall, within 5% of accurate price recall: Price recall, selected within 15% of accurate price recall: Ax. Table 10.1 Ax. Table 10.3 Price recall, selected within 10% of accurate price recall: Ax. Table 10.2

27 Ax. Table 11.1 Ax. Table 11.4 Effect size: r=-0.11 r=-0.16 r=-0.10 r=-0.16 Effect size: r=-0.00 r=-0.01 r=-0.21 Ax. Table 11.2 Ax. Table 12 Effect size: r=-0.14 r=-0.00 r=-0.00 r=-0.11 Effect size: r=-0.13 r=-0.10 r=-0.19 r=-0.11 Ax. Table 11.3 Effect size for mann-whitney U: Effect size: r=-0.01 r=-0.14 r=-0.30 r=-0.22

28 Numerical versus percentage: Ax. Table 13.1 Effect size: r=0,28 Ax. Table 13.2 Friedman Test: Ax. Table 14