Producers' and consumers' attitudes towards frozen vegetables in the south african retail market: A comparative study

Abstract

The objectives of this study are to investigate the attitudes between consumers and producers of frozen vegetables and to determine whether income of respondents exert an influence on their attitudes towards frozen vegetables. A further objective is to establish how the product attributes in respect of both fresh and frozen vegetables are perceived by consumers. Results indicate that producers of frozen vegetables are significantly more positive towards frozen vegetables than consumers. Income level does not influence consumers' attitudes towards frozen vegetables, and it suggests that income should not be used as a segmentation variable. It was also found that consumers attitudes towards fresh and frozen vegetables differ significantly.

Opsomming
Die doelwitte met hierdie studie is om die verskillende houdings tussen verbruikers en produsente van gevriesde groente te ondersoek en om te bepaal of inkome van respondente 'n invloed uitoefen op sodanige houdings. 'n Verdere doelwit is om vas te stel hoe die produkattribute van beide vars en gevriesde groente deur verbruikers waargeneem word. Resultate dui daarop dat produsente van gevriesde groente beduidend meer positief teenoor gevriesde groente is as verbruikers. Inkomstevlakke beinvloed nie die verbruikers se houdings teenoor vars en gevriesde groente nie en dit suggereer dat inkome nie as 'n segmentasieveranderlike gebruik behoort te word nie. Daar is ook bevind dat verbruikers se houdings teenoor vars en gevriesde groente beduidend verskil.