Consumer Awareness for Soya Products: A Conceptual Study


By

Mr. Upendra Singh Panwar
Asst. Professor
Dr. Punit K. Dwivedi
Sr. Lecturer
Lt. Col. (Retd.) Dr. V.K. Gautam
Professor
Modern Institute of Professional Studies
Indore (M.P)
 


Overview

In 1965, the earliest year for which the Chicago Board of Trade keeps figures, global soybean production was just 30m tonnes. By 2005, the world was consuming nine times that a year, at 270m tonnes. World soya oil production, meanwhile, has increased sevenfold over the same period, from 5m tonnes to 34m tonnes a year.

To feed demand, new agricultural frontiers are being opened up in Brazil, where large areas of virgin rainforest have been illegally felled to make room for the crop. US-based Tran's nationals are now exporting soya back to China, the country from which it originated, as newly urbanized Chinese switch to industrialized western diets. Thanks to US agribusiness, we have developed an apparently insatiable global appetite for the bean produced by farmers in the America.

As soya products are emerging in the food market so this study will help the entrepreneur who want to establish them self in this field. The study will provide valuable insights to the marketers of soya products and will help them in formulating their promotional strategies. This study will also be useful for researchers, scholars and students who are seeking information of soya products.

Conceptual Framework:

Consumer awareness programs can be initiated through the utilization of Flyers, Brochures, Television, Radio, Guides, Fact Sheets, Information posted to a Website, school programs, and other sources depending upon the topic and the message delivered. Making existing and potential customer knowledgeable about products services customer awareness programs create more informed buying decision.

Objective of Study:

The objective of the study is to explore the awareness level of consumer for soya products especially of soya milk, Paneer tofu and soya nuggets (Badi) the main purpose of the study is to find out how many peoples know about the soya product and how many uses this product and which are major factor which affects there purchasing decisions and what factors they consider while purchasing like price, health reason, quality etc.  And to know about how many consumers are satisfied with this product. My aim was also to know about weather respondents know that these products can be used as a substitute of milk.

SOYA PRODUCTS

Presently many soya products are available like: - 1. Soya milk
                                                                    2. Soya paneer (Tofu)
                                                                    3. Soya nuggets

SOYA MILK

Soy milk is made by soaking soybeans, grinding them with water. The fluid which results after straining is called soy milk. You can make soy milk at home with basic kitchen tools or with a soy milk machine. Soy milk is most commonly found in aseptic cartons. Most of the soy milk available in the market is flavored and fortified with extra calcium or vitamins. The most popular flavors are vanilla and chocolate. Some producers add thickeners to their soy milk to give it a mouth feel of cow's milk. Traditionally, soy milk has a beany taste which is well accepted by the Chinese, but less by the Western palate. By using correct processing techniques, this beany taste can be reduced or eliminated. Recently, with the recognition of its health benefits and with its improved flavor and texture, soy milk has now a high and rising acceptance. Sometimes, use is made of protein isolates from soy bean which are mixed with water, oils, sugars, stabilizers to give it a milky appearance. This type of product should be described as soy drink and is not as wholesome as real soy milk.

Nutritional values of Soy Milk: Plain soy milk is very nutritive. It's an excellent source of high quality proteins, isoflavones and B-vitamins. Soy milk is free of the milk sugar (lactose) and is a good choice for people who are lactose intolerant. Also, it is a good alternative to those who are allergic the proteins of cow's milk.

Benefits of Soy Milk

There is no denying that soy has many health benefits. These health benefits are mainly coming form the quality of the soy proteins and form the isoflavones genistein and daidzein. These are the main health benefits of soy:-

Soy improves bone health:-Soy products, such as soy milk, do not contain a lot of calcium but the soy isoflavones may help to reduce the osteoporosis risk. Several studies have suggested that soy isoflavones may be a factor in helping to prevent bone loss. The isoflavone genistein seems to inhibit bone breakdown and may have similar effects than estrogens in maintaining bone tissue.
Soy can also indirectly improve bone health. Diets which are high in animal protein cause more calcium to be excreted in the urine. Replacing animal protein with soy protein may help to prevent calcium loss from the bones.

Soy relieves Menopausal Symptoms:-Epidemiological data show that Asian women suffer less from hot flashes and night sweats compared to Western women. These symptoms of menopause are caused by low estrogen levels. Estrogens play a role in the body temperature control. Soy isoflavones can through their estrogen-like effect control these menopausal symptoms.

Soy reduces risk for Heart Diseases:-In countries were soy products are ingested regularly, the rates of cardiovascular diseases is low. Research suggests that soy may help to prevent heart disease by reducing total cholesterol, low density lipoprotein cholesterol and preventing plaque buildup in the arteries, which could lead to stroke or heart attack. These health benefits are also mainly attributes to the soy isoflavones. The soy isoflavone genistein may also increase the flexibility of blood vessels.

Soy helps to prevent certain Cancers:-Several studies have indicated that a regular intake of soy foods may help to prevent hormone related cancers such as breast cancer, prostate cancer and colon cancer.

Soy is very nutritive:-Soy milk is very rich in protein. This protein is of very high quality because it contains all essential amino acids. The amino acids of soy combine very well with the amino acids of cereals. The soy protein is therefore very important for vegans.
Soy is a good source of lecithin and vitamin E. These natural antioxidants prevent oxidation of LDL cholesterol. Soy is rich in magnesium, which plays an important function for the bones, heart and arteries.

SOYA PANEER (Tofu)

A staple in Asia for 2,000 years, tofu is known for its extraordinary nutritional benefits, as well as its versatility. Tofu, also known as soya curd, is a soft cheese-like food made by curdling soya milk with a coagulant. Tofu is a rather bland tasting product that easily absorbs the flavors of the other ingredients. Tofu is sold in water-filled packs or in aseptic cartons. Fresh tofu is usually packaged in water and should be refrigerated and kept in water until used. If the water is drained and changed daily, the tofu should last for one week. Tofu can be frozen for up to three months. Freezing will change its texture however; it will make the tofu slightly chewier.

Types of TOFU

Firm TOFU: - Firm tofu is dense and can be cubed and stir-fried, grilled, scrambled, pickled, smoked, baked, barbecued or served in soups. Firm tofu is higher in protein, fats and calcium than other types of tofu.
Soft TOFU:- Soft tofu is more suited for recipes in which tofu needs to be blended.
Silken TOFU:-Silken tofu has a creamy structure and is also used in blended dishes. In Japan, silken tofu is consumed as such with some soy sauce.

Benefits of TOFU

Rich in Nutrients - Tofu is rich in both high quality protein and B-vitamins. Tofu is, therefore, an excellent substitute for meat in many vegetarian recipes. As opposed to soya milk, tofu contains a lot of calcium. This calcium originates from the coagulant (nigari). When making tofu, the soy proteins are precipitated with calcium, providing tofu with a ready source of calcium. Calcium in tofu contributes to the prevention of osteoporosis.

Easy to digest - An additional benefit of tofu is that it is extremely easy to digest. This is because the soybean's fiber is removed during the manufacturing process.

Reduces cholesterol - As most other soy foods, tofu reduces heart disease by lowering the level of the "bad" LDL cholesterol, and as the result maintaining the level of "good" HDL cholesterol.

Rich in isoflavones - Tofu is rich in isoflavones. When making tofu, the soy isoflavones, genistein and daidzein, remain bound to the soy protein. Firm tofu contains about 35 mg isoflavones per 100g. Isoflavones will reduce the risk of osteoporosis; a disease associated with reduced bone density and increased bone fractures. Isoflavones will also lower rates of breast cancer and prostate cancer, and reduce menopausal symptoms including mood swings and hot flushes.

SOYA NUGGETS

Soya nuggets or soya "Badi" in Hindi is widely made at home and known to most of the peoples this is used since so long it is easy to prepare and rich in taste as well as in nutrients in value. Its easiness in preparation made it more useful for house wife. This is also known for its extraordinary nutritional benefits, as well as its versatility

Advantages of Soy Nuggets

Soy nuggets are Cheap: - If prepared at home they are easy to prepare and not cost too much

Rich in Nutrients-: Soy nuggets are very rich in protein. This protein is of very high quality because it contains all essential amino acids.

Easy to digest: - An additional benefit of nuggets is that it is extremely easy to digest.

Analysis:

The data is collected from 100 respondents of Indore city, from house wife, students, and working class peoples of age group between 20-50 years.

1. First question was to know how many people know about the soya product and after research the findings are

              55% of people know about Soya paneer
              59% of people know about Soya milk
              75% of people know about Soya Nugget

2. When researched about the usage by people. The response was

              29% of people know about Soya Paneer
              41% of people know about Soya milk
              63% of people know about Soya Nugget

3.  The third question was about how do come to know about these product

              The response was:-
              39% of people came to know through Friends.
              45% of people came to know through Family.
              25% of people came to know through Retailer.
              33% of people came to know through Advertisements.
              1% of people came to know through Packaging.
              31 % of people came to know through Magazines or newspapers.
              5% of people came to know through Net.
              And through Offer/Discounts 0%

4. When asked about there satisfaction the response was:-

              5% were highly satisfied.
              76% were satisfied.
              15% not satisfied.

5. And when asked about changing of brand response was:-

19% of people have changed there brand and
75% have not changed there brand. The major factor for not changing of brand was that   there are not so many brands available in market so there are no available options for them.
And 6% have not responded.

6. When asked about that these products are good for health response was:-

87% responded that these products are good for health.

While 11% responded they don't know that these products are good for health.

7. And when asked about that this can be used as substitute of milk products:-

59% responded that they know that it can be used and

37% people that they did not know this factor.

Factors for Soya Paneer are as follows:-

As per findings the major factor which plays important role for Rating of soya Paneer are, Price plays a big role while selecting soya Paneer if customer finds the product economical then only they will consider the other factor like packaging and the mean for which is 3.309 .

When comes to ranking of the soya Paneer For timely availability respondents rated mean of 3.365 for availability or convenience is the major factor which decides to purchase it or not and then easy preparation they rated it as 3.58 as Mean.

 The factors which influence purchase decision of soya Paneer are for health reasons the respondents mean is 3.61. Mostly they consume it for health benefits, as soya Paneer controls cholesterol and it are easy to digest and then quality of product also an important factor for which mean is 3.5.

Factors for Soya milk are as follows:-

The major factor which plays important role for Rating of soya milk Price is important factor while purchasing soya milk if customer finds the product economical then only they will purchase the mean for it is 3.633 and other consideration are  packaging and the mean is 3.533.

Coming to ranking of the soya milk respondents rank health first factor and for health benefits mean is 3.35.This means they will always consider health that's why they purchase soya milk after that the Mean of price for the same is found to be 3.30.

Factors which influence Purchase Decision of soya milk are:

1. Health reason for which mean is 3.85 and,

2. Sales promotion of the product and its mean is 3.83

The factors for soya nuggets are as Follows:-

For rating soya Nuggets : Availability of the products is the major concern for which mean is 3.405 as nuggets is a common product and is easily available at the local confectionary store so which ever brand is available they will purchase it, and the second concern is Price or economical product for which mean is 3.289.

Ranking of the soya Nuggets: Health benefits is major concern and mean is 3.656. Then Timely availability for which mean is 3.44

Factors which influence purchase decision of Soya Nuggets are: - Health reason mean is 3.736. Quality of the product for which mean is 3.666.

Discussions: The results show that awareness in people is still low and the result shows that price is an important factor which customer consider while purchasing.

Availability also emerged as an important factor which plays role in deciding the consumer behavior towards purchasing of soya products.

By above results we can conclude that the soya market is an emerging market but still awareness level in people is low and no attempt has been made from company's or manufacturers side for increasing the awareness. The benefits of soya products have not been promoted so the usage of soya products by the people is low. So analysis suggests that manufacturers have to pay attention towards the advertisement and should stress on its benefits to increase the sales of products.

Also the brands which are available in market are costly (milk) so the manufacturers should try to reduce the price so that middle class people can have approach to those products especially to milk and can use it frequently.

There is still a great scope in this industry; good promotional efforts combined with effective marketing strategies can result in huge growth of soya industry. As fore mentioned about the potential of this industry, real efforts for creating awareness of soya products among consumers will definitely prove beneficial for soya industry. India being an agricultural country has enormous production of soya bean and can cater to the food needs of not only to the world's second largest population but also to the whole world.

Suggestion: Based on the study conducted, the following are the suggestions made to

Improve the awareness of soya product:

1. Most of the respondents felt that advertisement made by the companies were not enough so the companies should give maximum importance to the advertisement, it may increase the knowledge of the product and also increase the sales of the company.

2 . Price should be minimized. The price is the important criteria while selecting the particular brand. The people who have changed their brand have changed it because of the price reason.

3. Quality plays an important role for using the preferred brand. So all the Companies should concentrate on the Taste and quality of the product

4. Majority of the respondents said that they were not satisfied by the delivery and convenience of availability of the product so the companies should concentrate and increase the distribution network.

CONCLUSION

As soya market and its product is growing day by day. And its uses are very lucrative; also it can be used as a substitute of milk products. As today the milk products are coming with adulteration of harm full chemicals like urea in it, so the products of soya can prove there valuable presence in this scene. But still it's lacking because of its awareness level in public so it can be concluded that companies should concentrate on more advertisement and the price is another factor which customer consider while purchasing so the price should be according to the demand of customer. Also it can be concluded that the soya products are in use because of its nutritional values over other products.

References:

Books

  • Marketing Management by "Philip Kotler"
  • Marketing Management by C.N.Sontakki
  • Research methodology by R.Cauvery

Magzines & Journals

Business World.

Yojana

Kurukshetra

Lund, February 28 , 2003 Customer satisfaction: review of literature and application to the product-service systems.

Winter, 1992 Robert. Peterson
 


Mr. Upendra Singh Panwar
Asst. Professor
Dr. Punit K. Dwivedi
Sr. Lecturer
Lt. Col. (Retd.) Dr. V.K. Gautam
Professor
Modern Institute of Professional Studies
Indore (M.P)
 

Source: E-mail September 27, 2010

          

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