Market Research Presentation PUBLIC AWARENESS CAMPAIGN RURAL DEVELOPMENT DEPARTMENT 16 June 2006
Research Objectives l MISCO International was commissioned to carry out market research among the general public. l The research focused on a number of pre-identified products, mostly fruit and vegetables, meat products as well as a number of processed products. l Amongst other aspects the survey explored: - Purchasing habits Behavioural patterns Consumer perceptions
Methodology… l Research was carried out among 300 respondents using a face to face method. l Interviews were carried out in 30 randomly selected localities (10 interviews per locality). l Selection of respondents was based on a quota representative of the Maltese population in terms of age. l Interviewing was carried out with the person in the household responsible for the shopping.
…Methodology l Interviewing was based on an approved questionnaire designed by MISCO International for the purpose of this research. l Fieldwork was carried out in March – April 2006. l Completed questionnaires were checked and coded before being passed on for data input and analysis.
Purchasing Habits / Preferences… Where do you buy fruit and vegetables from?
…Purchasing Habits / Preferences Generally do you prefer to buy local or imported products?
Reasons for Preferring Local product The product is fresher l It has a better taste l It is more genuine l To help the Maltese economy l 49. 1% 45. 8% 16. 4% 12. 6%
General Level of Satisfaction with Maltese products
Satisfaction Levels
Purchases in Past Year l 22 products made up of fruit and vegetables, meat products and processed products were identified. l All showed an increase in consumption when compared to the previous year. l Net increases - Fruit and Veg: +12. 8% (grapes) to +43. 4% (tomatoes) Meat products: +23. 6% (beef) to +40. 0% (rabbits) Processed products: +9. 3% (wine)
Perception l 77. 7% said that there is enough variety of locally grown agricultural products. l 79. 0% claim that they would choose the local product from two equally priced products one of which was local and the other imported. 19. 0% said it depends on the product. l All fruit and vegetables identified (15 variants) are considered to be better than the imported product. (On average 4 out of 5). l Meat and other products (6 variants) – similar outcome. l Local processed products (14 products). Most local products are preferred with the exception of liqueurs.
Value for money of local products
Awareness of EU Funds l 82. 0% claimed that they are aware of the availability of EU funds for Maltese farmers. l Utilisation of funds: - Nearly half of them (45. 9%) said that such funds can be used for the improvement in the quality of the products - 14. 2% said that they can be used for the improvement of boundary walls of fields - 13. 8% said they can be used to buy or maintain equipment
EU Funds l 44. 3% said that the availability of EU funds to Maltese farmers changes their expectations of Maltese products. l The expectations: 57. 1% expect to see an improvement in the quality of the products 21. 8% expect an improvement in the product presentation 18. 8% expect more reasonable prices
Quality Perceptions l 59. 0% are of the opinion that there has been a change in product quality in the past two years. l Nearly all (98. 9%) believe that this change has been an improvement in quality.
Perception of European Laws concerning Farming
Other Perceptions, Behaviour l 87. 0% consider the Maltese farmer to be doing either a very good job (26. 7%) or a good job (60. 3%) in providing food while respecting the environment. l 58. 0% claim to know what an organic product is, however nearly half of them never buy them. l 12. 6% claim to buy organic products often and 41. 4% claim to buy them but not often.
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