Consumer attitudes towards the introduction of ready-to-eat meals in the Latvian market
2014
Ruzaike, A., Latvia Univ. of Agriculture, Jelgava (Latvia) | Muizniece-Brasava, S., Latvia Univ. of Agriculture, Jelgava (Latvia) | Janmere, K., Latvia Univ. of Agriculture, Jelgava (Latvia)
Nowadays the demand for fast and easy-to-make meals is ever increasing. This type of food is an essential dietary component of a large section of people in developed countries. Given the economic importance of ready-to-eat meals there is a need for a better understanding of the factors that determine their consumption. The aim of this research was to determine consumer attitudes towards the introduction of ready-to-eat meal (MRE) sets in the Latvian market. A survey was performed to determine the Latvian citizens’ attitudes towards the introduction of this type of quick-tomake, ready-to-eat products into the market of Latvia. The survey included a total of 800 respondents who answered 14 questions which were related to the interest in MRE sets that can be prepared (warmed up etc.) in less than 10 minutes and taste like home-cooked food, and the types of MRE sets these consumers would like to purchase. The demand forecast for MRE sets in the Latvian market is rather high as 67% of the respondents expressed a desire to purchase these products; the development and implementation of MRE sets is topical. The results show that the highest rated MRE set the respondents, a total of 77.1%, expressed a desire to purchase, was chicken fillet with vegetables. No significant differences in terms of liking were observed between chicken fillet with vegetables and chicken fillet with rice, the second highest rated MRE set by 73.9% of the respondents (p is greater than 0.05).
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