Food Behavior & Food Choices of Indonesia Consumer

Food Behavior & Food Choices of Indonesia Consumer: Insight and Perspectives

Prof Dr Ir Ujang Sumarwan, MScProfessor of Consumer Behavior

DeanFaculty of Human Ecology

Bogor Agricultural University

Paper presented at Indepth Seminar Foodreview Indonesia “Unleashing the Potency of Oil-Soluble Food Coloring”, Thursday 19 April 2018. IPB

International Convention Center Bogor

Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 1

KHAN’S MODEL OF FOOD PREFERENCES

• appearance, aroma, texture, quality, and how the presentationintrinsic factors

• environmental, product advertising, the variation of time, and seasonextrinsic factors

• the level of expectations, the influence of another person, personality, tastes, moods, emotions, and perceptionsPersonal factors

education

Biological, physiological and psychological

socioeconomic

culture, religion and region

•the state of knowledge of individuals, families, and knowledge of nutrition

•age, gender

• (family income, food prices, social status

2Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers

Khan’s Model of Food Preferences

Personal factors

•Level of expectation

•Priority

•Familiarity

•Influence of other persons

•Individual personality

•Appetites

•Moods and emotions

•Meanings attached to foods

Socio-Economics factors

•Family income

•Food costs

•Symbolic meanings

•Social status

•Security

•Society

Educationals factors

•Educational status of individual

•Family nutrition education

Biological, physiological and

psychological factors

•Age

•Sex

•Physiological changes

•Physchological influences

•Biological aspects

Cultural, religious and regional

factors

•Cultural origins

•Religious background

•Beliefs and traditions

•Culture

•Race

•Geographical regions

Food preferences

Extrinsic factors

•Environment

•Situational

•Advertisement and merchandising

•Time and seasonal variations

Intrinsic factors

•Food appearance

•Food odour

•Food temperature

•Food flavour

•Food texture

•Food quality

•Food quantity

•Food preparation

•Methods and presentation

3Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers

4

FOOD CONSUMPTION

FOOD PREFERENCE

Characteristic of individual

• Age• Sex• Educations• Income• Nutrition Knowledge• Cooking skills/ creativity• Attitudes to health & the

of food to it.

Characteristic of the food

• Taste• Appereance• Cost• Food Type• Methode of preparation• Form• Seasoning• Food Cobinations

Characteristic of Environment

• Season• Employment• Mobility• Degree of urbanization• Size of household• Satge of family

Figure 3. Factor Influencing Food Preference (from Randall and Sanjur, 1981: Reproduce with permission Gordon Breach Science Publisher).

Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers

The Effect of Income on Food Group ConsumptionTable 1. Percentage of Expenditure Per Capita by Commodity of Food Group and Expenditure Quintile, March 2017

Fifth Kuintil Pengeluaran/Expenditure Quantile

Food Group First Second Third Fourth Fifth Total

1. Padi-padian/Cereals 22,75 16,79 13,39 10,63 6,99 11,64

2. Umbi-umbian/Tubers 1,34 1,05 1,15 1,15 1,01 1,09

3. Ikan/udang/cumi/kerang /Fish/shrimp/common

squid/shells 6,76 7,61 7,91 7,91 7,62 7,67

4. Daging/Meat 2,79 3,41 4,63 4,63 6,11 4,73

5. Telur dan susu/Eggs and milk 4,35 4,66 5,56 5,56 6,46 5,56

6. Sayur-sayuran/Vegetables 9,33 9,01 8,27 8,27 6,85 8,03

7. Kacang-kacangan/Legumes 2,85 2,55 2,17 2,17 1,69 2,13

8. Buah-buahan/Fruits 2,67 3,21 4,3 4,3 5,46 4,33

9. Minyak dan kelapa/Oil and coconut 3,56 3,24 2,56 2,56 1,96 2,57

10. Bahan minuman/Beverages stuffs 4,34 3,88 3,22 3,22 2,61 3, 23

11. Bumbu-bumbuan/Spices 2,09 2,04 1,88 1,88 1,6 1, 83

12. Konsumsi lainnya/ Miscellaneous food items 2,26 2,23 2,17 1,17 1,83 2,07

13. Makanan dan minuman jadi /Prepared food

and beverages 23,51 26,71 31,63 31,63 39,47 32,69

14. Rokok dan tembakau /Cigarettes and Tobacco 11,41 13,62 13,92 13,92 10,34 12,42


Table 3. Percentage of Expenditure Per Capita by Commodity of Food Group and Expenditure Quintile, March 2017Source: BPS, March 2017 Susenas, pages 19

• Expenditures represent an indicator of income, the higher the income, the higher the expenditures

• Based on Table 1, food consumption is indicating consumer preferences on food. Indonesian consumers eat rice everyday which means that They prefer rice as their staple food. In general, food consumption is the best indicator of food preferences.

• Table 1 shows some food groups associated with expenditure/income leval

• A. Higher income associated with lower consumption: cereal, vegetable, legumes, oil and coconut, beverages


Higher income associated with lower consumption


2. Umbi-umbian/Tubers 1.34 1.05 1.15 1.15 1.01 1,09

11. Bumbu-bumbuan/Spices 2.09 2.04 1.88 1.88 1.6 1,83

1. Padi-padian/Cereals 22.75 16.79 13.39 10.63 6.99 11,64

12. Konsumsi lainnya/ Miscellaneous food items 2.26 2.23 2.17 1.17 1.83

2,07

7. Kacang-kacangan/Legumes 2.85 2.55 2.17 2.17 1.69 2,13

9. Minyak dan kelapa/Oil and coconut 3.56 3.24 2.56 2.56 1.96

2,57

10. Bahan minuman/Beverages stuffs 4.34 3.88 3.22 3.22 2.61

3,23

6. Sayur-sayuran/Vegetables 9.33 9.01 8.27 8.27 6.85 8,03

Table 2 . Percentage of Expenditure Per Capita by Commodity of Food Group and Expenditure Quintile, March 2017Source: BPS, March 2017 Susenas, pages 19


Higher food consumption associated with higher incomes


14. Rokok dan tembakau /Cigarettes and Tobacco 11.41 13.62 13.92 13.92 10.34

12,42

13. Makanan dan minuman jadi /Prepared food and beverages 23.51 26.71 31.63 31.63 39.47

32,69

8. Buah-buahan/Fruits 2.67 3.21 4.3 4.3 5.46 4,33

4. Daging/Meat 2.79 3.41 4.63 4.63 6.11 4,73

5. Telur dan susu/Eggs and milk 4.35 4.66 5.56 5.56 6.46 5,56

3. Ikan/udang/cumi/kerang /Fish/shrimp/common squid/shells 6.76 7.61 7.91 7.91 7.62

7,67

2.

Table 3. Percentage of Expenditure Per Capita by Commodity of Food Group and Expenditure Quintile, March 2017Source: BPS, March 2017 Susenas, pages 19


Geografi: Where we live determines what we eatTable 4: Provinces with Lowest and Highest Daily Average Consumption of Calorie Per Capita

Food Group Terendah Tertinggi

1. Padi-padian/Cereals Papua 607,47 Nusa Tenggara Timur 1 217,45 851,44

2. Umbi-umbian/Tubers Aceh 15,58 Maluku 138,79 47,69

3. Ikan/udang/cumi/kerang /Fish/shrimp/common squid/shells DI Yogyakarta 25,08 Kalimantan Utara 102,27 49,174. Daging/Meat Maluku Utara 17,34 DKI Jakarta 115,89 67,70

5. Telur dan susu/Eggs and milkNusa Tenggara Timur 20,56 DKI Jakarta 100,77 60,47

6. Sayur-sayuran/VegetablesKalimantan Selatan 27,63 Nusa Tenggara Timur 58,91 38.9

7. Kacang-kacangan/Legumes Maluku Utara 16,31 Jawa Timur 89,85 59,23

8. Buah-buahan/Fruits Papua 34,50 Sulawesi Selatan 74,83 52,699. Minyak dan kelapa/Oil and coconut

Nusa Tenggara Timur 170,23 Sumatera Barat 353,52 252,43

10. Bahan minuman/Beverages stuffs B a l i 76,04 Kalimantan Selatan 126,85 98,10

11. Bumbu-bumbuan/SpicesNusa Tenggara Timur 3,37 Kep. Bangka Belitung 23,52 12,33

12. Konsumsi lainnya/ Miscellaneous food items

Nusa Tenggara Timur 29,59 Sumatera Selatan 85,84 64,17

13. Makanan dan minuman jadi /Prepared food and beverages Papua 168,29 DI Yogyakarta 722,58 498,30

Source: Table 2.6 hal 32 Book 2 Susenas. Daily Average Consumption of Calorie Per Capita by Province and Food Group, March 2017


Differences of Urban and Rural Consumer Food ConsumptionTable 5. DAILY AVERAGE CONSUMPTION OF CALORIE PER CAPITABY FOOD GROUP AND URBAN RURAL CLASSIFICATION, MARCH 2017 (KCAL)

Food Group Urban Rural Urban & Rural

Rural Consumers Consume More than Urban Consumers

1. Padi-padian/Cereals 763.88 950.14851,44

2. Umbi-umbian/Tubers 34.92 62.0847,69

3. Ikan/udang/cumi/kerang /Fish/shrimp/common squid/shells 47.23 51.3649,17

6. Sayur-sayuran/Vegetables 35.31 42.9638,90

8. Buah-buahan/Fruits 52.32 53.152,699. Minyak dan kelapa/Oil and coconut 246.47 259.15252,4310. Bahan minuman/Beverages stuffs 91.39 105.6698,10

11. Bumbu-bumbuan/Spices 12.14 12.5612,33

Urban -Consumers Consume More than Rural Consumers

4. Daging/Meat 82.31 51.2467,70

5. Telur dan susu/Eggs and milk 73.32 45.9960,47

7. Kacang-kacangan/Legumes 62.66 55.3659,23

12. Konsumsi lainnya/ Miscellaneous food items 68.5 59.364,17

13. Makanan dan minuman jadi /Prepared food and beverages 572.15 415.06498,30

2142.6 2163.962152,64

Source Book 2 Susenas Pages 47Table A.1RATA-RATA KONSUMSIKALORI PER KAPITA SEHARIMENURUT KELOMPOK MAKANANDAN DAERAH TEMPAT TINGGAL, MARET 2017 (KKAL) DAILY AVERAGE CONSUMPTION OF CALORIE PER CAPITABY FOOD GROUP AND URBAN RURAL CLASSIFICATION, MARCH 2017 (KCAL)


The Influence of Gender on Food Preferences among Teenager Consumers

Table 6. Gender Differences of Beverages Preferences (Consumption) among Teenager Consumers

16Susu Kedelai

More Female than Male Teenagers Consume these beverages

9Kopi tanpa kemasan3Jus/sari buah tanpa kemasan

5Aneka es buah/campur/kelapa8The kemasan

7Jus/sari buah kemasa12Sirup13Minuman lainnya

2Susu kemasan4Minuman serbuk aneka rasa

More Male than Female Teenagers Consume these beverages

6Minuman berkarbonasi

1The tanpa kemasan15Minuman elektrolit14Susu tanpa kemasan10Kopi kemasan

11Minuman Jelly17Yogurt/probiotik

Febriyani, N. M. P. S., Hardinsyah & Briawan, D. (2012). Minuman Berkalori dan Kontribusinya Terhadap Total Asupan Energi Remaja dan Dewasa. Jurnal Gizi dan Pangan, 7(1), 36-43.


The Influence of Gender on Food Preferences among Adult Consumers

Table 7Gender Differences of Beverages Preferences (Consumption) among Adult Consumers

11Minuman Jelly

More Female than Male Adults Consume these beverages

17Yogurt/probiotik

4Minuman serbuk aneka rasa 10Kopi kemasan

7Jus/sari buah kemasa16Susu Kedelai

1The tanpa kemasan

3Jus/sari buah tanpa kemasan

6Minuman berkarbonasi2Susu kemasan8The kemasan

15Minuman elektrolit14Susu tanpa kemasan13Minuman lainnya

More Male than Female Adults Consume these beverages

9Kopi tanpa kemasan

5Aneka es buah/campur/kelapa

12Sirup


Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers12

The Influence of Ages on Food Preferences among Consumers

Table 8. Age Differences of Beverages Preferences (Consumption) between Teenager and Adult

Consumers13Minuman lainnya

More Adult than Teenager Consumers Consume

these beverages

14Susu tanpa kemasan

15Minuman elektrolit10Kopi kemasan


16Susu Kedelai17Yogurt/probiotik

9Kopi tanpa kemasan

More Teenager than Adult Consumers Consume

These Beverages

1The tanpa kemasan

2Susu kemasan7Jus/sari buah kemasa

11Minuman Jelly4Minuman serbuk aneka rasa

6Minuman berkarbonasi5Aneka es buah/campur/kelapa

12Sirup8The kemasan



The Influence of Ages on Food Preferences among Male Consumers Table 9. Ages Differences of Beverages Preferences

(Consumption) among Male Consumers13Minuman lainnya

More Adult than Teenager Male Consumers Consume These Beverages

16Susu Kedelai

9Kopi tanpa kemasan


14Susu tanpa kemasan15Minuman elektrolit10Kopi kemasan

More Teenagers than Adult Male Consumers Consume These Beverages

2Susu kemasan

5Aneka es buah/campur/kelapa1The tanpa kemasan

7Jus/sari buah kemasa12Sirup

6Minuman berkarbonasi

4Minuman serbuk aneka rasa 8The kemasan

17Yogurt/probiotik11Minuman Jelly


The Influence of Ages on Food Preferences among Female Consumers Table 10. Ages Differences of Beverages Preferences (Consumption)

among Male Consumers13Minuman lainnya

More Adult than Teenager Male Consumers Consume These Beverages

16Susu Kedelai9Kopi tanpa kemasan

3Jus/sari buah tanpa kemasan14Susu tanpa kemasan15Minuman elektrolit10Kopi kemasan

More Teenagers than Adult Male Consumers Consume These Beverages

2Susu kemasan

5Aneka es buah/campur/kelapa1The tanpa kemasan7Jus/sari buah kemasa

12Sirup6Minuman berkarbonasi

4Minuman serbuk aneka rasa 8The kemasan

17Yogurt/probiotik11Minuman Jelly


The Influence of Food Availability on Food Preference in Rural and Urban Area.

• Konsumsi pangan sumber karbohidrat yang merupakan jumlah darikonsumsi beras, jagung, ubi kayu dan ubi jalar di perdesaan dan perkotaanmemiliki hubungan dengan ketersediaan, PDRB/kapita, dan tingkatpendidikan menurut hasil uji korelasi pearson. Dengan analisis regresi linier (stepwise regression) diketahui pengaruh dari setiap faktor tersebut. Berdasarkan analisis regresi tersebut dapat diketahui bahwa faktor yang berpengaruh terhadap konsumsi pangan sumber karbohidrat di perdesaandan perkotaan yaitu ketersediaan.

• Suci Apriani dan Yayuk F. Baliwati. 2011. FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KONSUMSI PANGAN SUMBER KARBOHIDRAT DI PERDESAAN DAN PERKOTAAN (Influencing factors of Carbohydrate Food Sources Consumption in Rural and Urban Area) . Jurnal Gizi dan Pangan, 2011, 6(3): 200-207

•

•


The Influence of Nutrition Knowledge and Education on Food Preferences• About 40% of Respondents who consumed maternal milk product

had high score of nutrition knowledge, in contrast to only 20% of respondents who did not consumed maternal milk product.

• Lama pendidikan, pendapatan per kapita keluarga dan persepsiberpengaruh positif dan nyata terhadap keputusan pembelian produksusu ibu hamil. Peluang membeli produk susu ibu hamil akanmeningkat sebanyak 3,99 kali ketika pendidikan subjek lebih dari 9 tahun.

Rinda Damayanti dan Rimbawan. 2011. PENGETAHUAN, PERSEPSI, DAN SIKAP IBU HAMIL TERHADAP KLAIMGIZI KAITANNYA DENGAN KEPUTUSAN PEMBELIAN PRODUK SUSU IBU HAMIL (Knowledge, perception, and attitude of pregnant women on nutrition claim related to purchasing decision of maternal milk product). J. GiziPangan, Maret 2016, 11(1):1-8


The Influence of Color on Perception and Food Choice and Preferences• Lei Huang (2015) showed that the color of food package had an impact on

perception of food attributes. Respondents perceived red packaged food to be sweeter, and green and blue packaged food to be healthiness.

• Nicola Bruno, Margherita Martani, Claudia Corsini, Claudio Oleari (2013) investigated the effects of color plate on food consumption. Results showed that red plates reduce taste-related consumption. Popcorn consumption decreased in the red relative to the blue and white plate groups. The study also showed a decrease in the consumption of the chips in the red relative to the blue and white groups.


The Influence of Color on Perception and Food Choice and Preferences• James A. Mead and Rob Richerson (2018) showed that respondents

perceived foods in vivid, highly color-saturated food packaging as less healthful than foods in muted, less color-saturated packaging.

• Maki Suzuki , Rie Kimura , Yasue Kido , Tomoko Inoue , Toshio Moritani ,Narumi Nagai (2017) found that Blue soup negatively influenced willingness to eat, palatability, comfort, and warmth ratings, and positively affected anxiety feelings compared to the white and yellow soups.


Biodata Prof Ujang Sumarwan


Prof. Ujang Sumarwan is a Professor of consumer behavior in the Department of Family and ConsumerSciences, College of Human Ecology at Bogor Agricultural University (IPB), Indonesia. He also teaches in theMaster and Doctoral Program of Management and Business, School of Business, Bogor Agricultural University.He teaches Consumer Behavior and Family Economics in the Undergraduate Program, and teaches Marketingand Business Research in the Graduate Program of Management School of Business. Prof. Sumarwan wasalso appointed the Chair of Panelist in Developing Index of Consumer Empowerment by the Minister of Trade,Republic of Indonesia. He has done an intensive research in the areas of food consumption and food securityin relation with the household social and economic welfare. His research areas include consumption behavior,consumer finances and family economics and well being, and strategic marketing and social marketing. Hehad published his first text book titled ‘Consumer Behavior: Theory and Applications’ in 2003 which was usedas one of the teaching materials in many universities in Indonesia. Prof. Sumarwan was awarded his Ph.D. inconsumer studies in 1993 and his M.S. in family economics in 1990 from the College of Family and ConsumerSciences, Iowa State University, USA. His B.Sc. in Socio Economic was obtained in 1985 from Bogor AgriculturalUniversity, Indonesia. He was Deputy Director for Academic and Student Affair from 2000-2005 MasterProgram of Agribusiness IPB, Deputy Director for Planning and Resources from 2005-2008 Graduate Programof Management and Business IPB, Deputy Director for Academic Affairs and Students from 2008-2013Graduate Program of Management and Business IPB. He was appointed as Department Head of Family andConsumer Sciences, Faculty of Human Ecology IPB 2013-2017. He is currently the Dean Faculty of HumanEcology Bogor Agricultural University, IPB 2018-2023.

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Food Behavior & Food Choices of Indonesia Consumer