Partsirna T.M., Zhegus O.V., Byel³kova O.F.

Kharkiv State University of Food Technology and Trade

STUDY OF CUSTOMERS’ preferences CONCERNING NEW FOOD products CREATED by Molecular biological techniques


          In today's complex conditions of transforming the world and domestic economies, innovations that improve the quality of life for all people are of particular importance for scientists in different fields. Particularly relevant in recent years is innovation based on the achievements of fundamental sciences: biology, microbiology, genetic engineering, chemistry, etc.

          One of the areas of innovation is the scientific and technological novelty of goods, improvement of the organoleptic properties of food products, embedding of new elements, one of which is genetically modified organism (GMO), in their composition. Creating genetically modified organisms due to the "incorporation" of foreign genes into the genome of plants and animals. Plants are the most widely used genetically modified products. Noting the advantages of transgenic agricultural technology, most scholars consider it necessary to study their impact on the ecosystem, including human health.

           At present time there is no reliable evidence proving the safety of food containing GMOs, since the experiment should last at least 40-50 years. Nevertheless, today the consequences of eating foods with GMOs is associated with an allergic reaction, decreased immunity, oncology, infertility [1]. Still commercialization of biotechnology processes provides the leading transnational corporations the highest profitability. Large-scale distribution of genetically modified organisms in Ukraine determines the need for additional research of this process.

          The objective of this research is to study the relationship of buyers to food products containing a variety of additives, including GMOs. To solve this problem a questionnaire was developed and a survey of residents of Kharkiv conducted in 2010-2011.

          Since qualitative research doesn’t presuppose global coverage of potential respondents the survey involved 176 people, of which 34% - men, 46% - women. The age of respondents: younger than 20 years - 14%; from 21 to 30 years - 42%; from 31 to 50 years - 34%, and age older than 50 years - 10%. To characterize the portrait of respondents the authors first learned about their attitude to new products. The analysis showed that 26% of respondents were always interested in new products and bought them, 66% did so from time to time. These findings characterize a majority of respondents as innovators and leaders in purchases, and only 8% are conservatives, who are never interested in new products.

          Awareness and modern views of potential buyers are confirmed by data in Table 1. 80% of respondents correctly state that GMOs are a kind of special new product, created at the genetic level, and nearly 90% of respondents always or sometimes analyze information about the composition of the product on its label.

Table 1. Study of awareness of consumers in food products

Question:
What do you know about genetically modified product?

 

Answers, %

Question:

Do you read the information about the composition of the product on its label?

Answers, %

GMO is a food additive

14

Always

36

GMO is genetically modified product

80

Sometimes

52

GMO are biologically active additives

6

Never

12

GMO are microorganisms

0

-

-


          Awareness of potential customers depends not only on the level of education and communicability, but also largely on publications in media. In recent time mass media often expose GMO as "an unknown monster," which entails unpredictable problems and consequences [2, 3]. Today we have almost forgotten what indubitable harm is caused to the body by toxic pesticides and chemicals. The activity of public organizations aiming for the protection of consumer rights and environmental protection creates a justifiable, in our opinion, caution with respect to the unknown components in foods. In the present study answering the question: "How do products with GMOs affect human body?" 90% of respondents said that such products had a negative effect. This again proves the need for a comprehensive study of this problem. The prevailing majority of respondents (96%) believe it necessary to discuss the problems of GMOs in media, including 26% of respondents who consider it compulsory to inform public of research results with an explanation.

            Modern foods contain large amounts of complex components in its composition. The objective of this study is to reveal the relationship of potential buyers to the components in the composition of food products (Table 2).


Table 2. Study of consumer confidence in a variety of components in the composition of food products

 

Modern technologies allow using a variety of ingredients in food. How much do you trust them?

Number of ideas,%

trust

do not trust

not sure

1

Preservatives

24

62

14

2

Vitamins

84

8

8

3

Flavors

16

64

20

4

Coloring

6

84

10

5

Stabilizers

8

66

26

6

GMÎ

6

84

10

7

Trace Elements

74

10

16

8

BAA

54

22

24

          According to the survey, most consumers rely on additives in the form of vitamins and minerals. 84% of respondents have no confidence in food products that contain GMOs and colorings. More than 60% of respondents are concerned about the use flavors and stabilizers in food.

          The study also found factors that lead to the purchase of products with GMO. The main reasons that predispose buyer's choice in favor of products with GMO were reasonable price and reputation of the manufacturer. Advertising is on the third place as for the degree of influence on purchase decision. It was found that 48% of respondents were willing to pay 50% higher price for better quality products, enriched with vitamins and microelements, and 30% of respondents were even willing to pay double price for the products of high quality. Interestingly, the consent to overpay was increasingly demonstrated by the respondents of the age group from 21 to 30 years, and those with relatively low-income, up to 1500 UAH. per month

          A final conclusion concerning the safety or danger of GMO foods could be made after decades of special studies. The opinions of scientists agree that the further spread of GMOs could lead to the destruction of whole areas of selective agriculture, while plant breeding and growing selection of crops will decrease to a minimum because of its high cost, which will result in their non-competitiveness compared to products with GMOs.
          Society's attitude towards this issue is ambiguous. Consumers wary of products with GMOs, but in most cases, they do not know whether the goods they are buying contain GMOs or not, be they of domestic producers or foreign ones.

References

3. Vudmaska, I.V., Paranyak, R.P., Yanovich, D.O, Semenovich, V.K., Holubec, R. A. Evaluation of quality and safety of genetically modified organisms / [electronic resource]. - Mode of access: ˂http://www.³nenb³ol.com/bt/2007/1/4.pdf>

4. Viazovskaya, S. GMOs - Pros and Cons [Text] Viazovskaya / Meat Business. - 2009. - ¹ 6. - S. 16.

7. Mikhailov Yu GMOs and "safety" of traditional foods [Text] Mikhaylov Yu / Proposal. - 2009. - ¹ 10. - S. 26-29.