hypotheses and key attention topics for quantitative conclusive research
were drawn.
Second, quantitative primary data were gathered through a sample
survey research. The research approach began with administering pre-
tested formal questionnaires during personal in-home interviews led by
trained field workers. The questionnaire comprised issues such as gen-
eral consumer behavior and attitude toward vegetable consumption and
consumers’ chain perception of and interest in different processes within
the processed-vegetable chain. The target population of the survey con-
sisted of people living in Belgium, aged between 15 and 65 years, who
were the main person responsible for purchasing vegetables within their
household. The respondents were selected by means of nonprobability
quota sampling. Quotas toward age and place of living were established.
The overall sample size was set at N500 respondents, equally split
up between Flanders (northern Belgium) and Wallonia (southern Bel-
gium). This sample size satisfied the minimum sample size rules sug-
gested by Sudman (1976). The fieldwork was conducted during October
and November 1997. After coding and editing of the questionnaires, the
collected data were analyzed by means of the statistical package SPSS.
Results
The discussion of the results is presented in four major parts, com-
bining in each part the results of the qualitative research (focus group
discussions) and the results of the quantitative research (survey):
- consumer attitude toward vegetable consumption
- overview of consumer perception of fresh, canned, glass and
frozen vegetables - the ideal product identified from a consumer point of view
- IQM in the processed-vegetable chain and communication to
consumers
Consumer Attitude Toward Vegetable Consumption
Based on the focus group sessions, it became clear that the consumer
is confronted with a dilemma. Fresh vegetables are clearly considered
as the ideal product but in some circumstances, such as unexpected sit-
uations (getting home late, visitors) and lack of time, preparation of fresh
vegetables is impossible. Under these circumstances, the consumer looks
Results 253