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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 5
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 6
Higher income associated with lower consumption
Food Group First Second Third Fourth Fifth Total
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 7
Higher food consumption associated with higher incomes
Food Group First Second Third Fourth Fifth Total
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 8
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 9
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)
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 10
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.
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 11
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
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.
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
3Jus/sari buah tanpa 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
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.
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 13
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
3Jus/sari buah 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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 14
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 15
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
•
•
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 16
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
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 17
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.
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 18
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.
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 19
Biodata Prof Ujang Sumarwan
Ujang Sumarwan: Food Behavior and Food Choice of Indonesian Consumers 20
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.