private study only. The thesis may not be reproduced elsewhere without
the permission of the Author.
DEVELOPMENT
OF A BAKERY SNAC K FOR EXPORT F ROM NEW ZEALAND TO MALAYSIA
A the s i s
pr e s e nte d i n partial ful filment o f
the requ irement for the degr e e o f Doctor o f Philo s o phy i n P r oduc t Deve l o pme nt
LAI PAI WAN 1 987
The use of con s umers in the product development sy s tem for dev e l o p ing a food pro duct was i n v e s tigate d. The i nv e s tigation s tudied the
technique s suitabl e for use with con sumer s and how well the developm e nt sys tem worked in a cro s s-cul tur al s ituati on. A b akery snack was
deve l o p e d for export from New Ze aland to Malay s i a, targetted at two maj or ethnic group s , the Mal ay s and Chi n e s e .
Initial market r e s e ar ch ( including a con s umer survey and a focus group ) provided general inform ation on the e ating o f snacks by the Mal ay s and the Chin e s e . Multidim en s ional scal ing a l s o prov i d e d general informatio n o n the ir p ercept i o n s o f bakery snacks and uncover e d a n are a for
further deve l o pment work . The initial mar k e t r e s e arch f indings indicat e d that the Mal ay s a n d Chine s e were s imilar in the ir perceptions and
preference s of bakery s nack s . The ir purcha s ing p atterns of b akery pro ducts from b r e ad and cake shops wer e somewhat differ ent. Br ead and cake were more p o p ul ar among the Malay s , whil e the Chin e s e bought more f ill ed buns and currys puffs .
Con sum e r s generated 100 n ew product ideas for b akery snack s using brainstorming and nominal group techn ique. Both techn ique s were found to b e use ful under d iffer ent condition s. The pro duct ideas were re duce d to seven using a s er i e s of quantitative techni que s . The f i n al
se lecti on of a macar o n i and minced meat p i e for further development was made by Malay and Chi n e s e consumer gr oup s .
Formulation of the p i e was s tudied, using sen sory prof i l ing with f i x e d ''id e al s", by a smal l panel in New Ze alan d . The p an e l con s i sted of Mal ays ian s tudents who had been in New Zeal an d for one or two y e ar s . Data obtained from the s e n s ory profil ing were us e d to derive emp ir i cal equations r e l ating s e n s ory attr ibute s and accep tab il ity to ingr e d i e nt l e v e l s , s o that the formul ation could b e gui d e d quickly and
systematically . The f inal product was con s umer te sted in Mal ay s i a using a central location te st, focus gr oups and s ensory p r o f i l i ng .
C onsumer input was use ful in every st age of the devel opment of t h e pro du c t . Their input was p ar t i cularly import ant during t h e init i al mar k e t resear c h , the formulat ion stage and produ c t t est ing . I t was c o n c l ud e d that consumers were best ut i lised in as many stages of the d e v e l opment of a c onsume r product as possibl e , using groups of 1 0 - 3 0 p e o p l e . Most t e c hn iques were found sui t able for cross-cul t ur al r e s e ar c h . Ex c e p t i ons o c c ur r e d wher e quest ionnair es were involved
( i . e . the ini t i al c onsumer survey and the cen tral l o c at ion t est ) whe r e it_was found that Mal ays were relu c t an t to answer quest ions . Resu l t s from the different t e chniques at the v ar ious st ages o f the pro j e c t c or r e l at e d well w i t h f e w e xcept ions.
The p i e devel o p e d was a c c e p t ab l e to Mal aysians , b o t h Malays and C h i n e se , but imp r ovements are st ill n e c essary , p ar t i cularly in the sensory propert i e s b e f or e t est market ing . The b e e f fl avour was t o o strong and c o u l d possibly be redu c e d by decreasing the b e e f c on t ent and r e p l ac in g i t w i t h t e xtur e d vege t ab l e pro t e ins .
i i i
A C KNOWLEDGEMENTS
A s my maj or s upervi s or, Dr Mary Earl e has my d e e p e s t gr atitude for her guidan c e . She has been a c o n stant sour c e o f i n s p ir ation
throughout the proje c t .
I wi sh al so to than k Dr Reste r Cooper and Mr s S an dy W e s t who were b oth my eo-supervi s o r s who helped in the ir very s p e c i al way s.
I woul d l ik e to a c knowl e dge that th i s r e s e ar c h was made po s s ib l e b y a s c h o l ar s h i p from Qu al i ty Bakers ( NZ ) Ltd . M r John Gould a n d Mr David Drake were partic l u ar l y helpful and under standing.
Tho s e who h ave contr ibuted, both dire c tly and indire c tly to th is pro j e c t ar e f ar too many to mention . In parti c ular , I wou l d like to thank:
* Dr L im Chin L am and the S c hool o f Appl ied S c i e nc e s of the Univer s i ti Sains Mal ay s ia in P e n ang.
* the women in P e n ang who parti c i p ated in the r e s e ar c h.
* the s tudents in New Ze aland who were taste p an e l i sts.
* Prof. E. L. Richards an d the Department of Food T e c hnology, Mas s ey Univer s i ty .
* the work e r s in t h e f a c tory who as s i s sted in t h e produc tion tr i al
* New Ze al an d Export Import C orporation.
* Mr D e an Sto c kwe l l and the s taff o f the F o o d T e c hn o l ogy Re s e ar c h C entre .
* V i c tor , Kate and P ai L i n who h e l p e d in the c r u c i al f i n al stage s and
* Swee for his moral support .
TABLE OF CONTENTS
ABSTRACT
ACKNOVLEDGEMENTS TABLE OF CONTENTS LI ST O F TABLES
LIST OF FIGURES
LIST OF APPENDICES CHAPTER
1. PRODUCT DEVELOPMENT AND THE CONSUMER 1.1 I n t roduc t i on
2.
1.2 Food Product Developmen t
1.3 Consumer Inpu t i n the Product Develo pmen t Sys t em 1.4 The Pro
�
ec t Obj e c t i vesPROJECT METHODS
2.1 The M e thod of Product Developme n t 2.2 Prel i m i nary Desk S tudy i n New Zealand
2.2.1 Produc t areas for fur ther i nves t i ga t i on 2.2.2 Food hab i t s and t aboos
2.2.3 Image of local vs impo r t ed foods 2.2.4 Product f o rm
2.2.5 Lack o f refr i gera t i on and baking faci l i t ies 2.2.6 Local compe t i t i on
2.2.7 Summary o f desk s tudy 2.3 Screening
2.3.1 Li terature r evi ew
2.3.2 Selec t i on o f techn i ques f o r s creening 2.3.3 Selec t i on of fac tors for s creeni ng 2.3.4 Sequen t i a l s creen i ng
2.3.5 Checkli s t s c reening 2.3.6 Probab i l i ty screen i ng 2.4 The M e t hod o f Formula t i on
2.4.1 Selec t i on o f raw ma ter ials 2.4.2 Formula t i on development 2.5 Produc t i on Trial
2.6 Cos t i ng and Pr i c i ng
2.6.1 Manu fac t u r i ng cos t s
2.6.2 D i s t r i bu t i on and sell i ng costs
V
ii iv V xi xiii xvi
1 1 3 5 8
10 10 1 2 1 2 1 3 1 3 1 4 1 4 1 4 1 5 1 5 16 18 1 9 20 2 1 2 2 2 3 2 4 2 5 28 30 30 30
3.
2.6.3 Compa r i son of p r i ce and cos t s 2.7 Consumer I n pu t i n Proj ec t •
ATTITUDES AND BEHAVIOUR OF HALAYSIANS TOYARDS SNACK FOODS 3.1 Use o f Consumer i n Marke t Research
3.2 Preli m i na ry Focus Group
3.2.1 The use of focus groups 3.2.2 Exp e r i men t al me t hod
3.2.3 D i s cus s i on of p rodu c t areas
3.2.3.1 Local t radi t i onal cakes ( ku i h ) 3.2.3.2 Pas t ry produc t s
3.2.3.3 Cake/ b i s cui t mixes 3. 2. 3. 4 Special vad ety· brea<is
3.2.3.5 European-s tyle cakes
3.2.3.6 Pas t ry dough for bo t h consumer and ca terer 3.2.3.7 General commen t s by par t i ci pan t s
3.2.4 Conclus i on s from the focus group 3.3 Survey of Halays i an Snacking Hab i t s
3.3.1 Consumer survey obj ec t i ves 3.3.2 Survey me t hod
3.3.2.1 Des i gn o f survey ques t i onna i re
3.3.2.2 Sele c t i on and training o f i n t e rv i ewers 3.3.2.3 P i lo t survey
3.3.2.4 O rgani sa t i on of the survey 3.3.2.5 Cod i ng of resu l t s
3.3.3 Survey sample of res ponden t s 3.3.3.1 E thni c group and sex 3.3.3.2 Age group
3.3.3.3 Income group 3.3.4 Gene ra l snacking habi t s
3.3.4.1 Number of responden t s who snacked 3.3.4.2 Frequency of snacki ng
3.3.4.3 S i tua t i ons for snacking 3.3.4.4 Typ e s of snacks eaten
3.3.4.5 Places where snacks were bough t 3.3.4.6 Homemade snacks
3.3.5 A t t i tudes
3.3.5.1 A t t i tudes towards ea t i ng of snacks 3.3.5.2 A t t i tudes .to bread and cake shops
30 31
32 32 3 3 3 3 3 4 3 4 3 4 35 3 5 36 36 36 36 37 3 8 3 8 3 8 3 9 4 0 4 0 4 0 4 1 4 1 4 1 4 1 4 2 4 3 4 3 4 4 4 4 4 5 46 4 7 4 9 4 9 4 9
4.
3.3.5.3 A t t i tudes t o ou t l e t s for bakery p roduc t s 3.3.6 Conclus i ons from survey
3.3.7 D i s cuss i on of res u l t s from focus group and survey 3.3.8 Conclu s i ons
PERCEPTI ONS OF BAKERY SNACKS BY MALAYS AND CHINESE IN MALAYSIA
4.1 Selec t i on of Percep tual Mapping Techn i que 4.2 Mul t i d imens i onal Scal i ng
4.2.1 Appl i ca t i on o f MDS t o food produ c t s
4.2.2 Appl i ca t i on o f M D S t o cross-cul tural res earch 4.3 Li t era tuare Rev i ew on t he Me thodology for MDS
4.4
4.3.1 Da ta col l ec t i on for MDS
4.3.2 Dimens i onali ty o f an MDS con f igura t i on 4.3.3 I n t erpre t a t i on o f axes
4.3.3.1 I n t e rnal me thods of i n t erpre t a t i on 4.3.3.2 Ex t e rnal me thods of i n t e rpre t a t i on Expe r i men tal Me thod
4.4.1 Sele c t i on of t e chni ques for MDS
4.4.2 Selec t i on of t h e consumers and the place for MDS
4.4.3 Da t a collec t i on for 12 produc t s 4.4.4 Da t a collec t i on for 18 produ c t s
4.4.5 Prefe rence t e s t ing wi th pane l i s t s i n New Zealand and consume rs in Malays i a
4.5 Analy s i s o f Da t a 4.5.1 M D S analy s i s
4.5.2 Dimens i onal i ty of MDS con f i gura t i on 4.5.3 I n t erpre t a t i on of axes
4.5.3.1 Ex t e rnal i n t erpre t a t i on o f axes by subj e c t s
4.5.3.2 H i erarch i cal clus t e r ing
4.5.3.3 I n t e rnal subj e c t i ve i n t e rpre t a t i on 4.5.4 Compa r i s o n o f con f i gura t i ons us i ng Procrus t e s
analys i s 4.6 Resul t s
4.6.1 Compari s on b e tween e t hni c groups 4.6.2 Compari son b e tween KYST and INDSCAL
conf igura t i ons
vii
5 2 5 2 5 3 5 5
5 6
5 6 5 9 5 9 6+
64 64 6 5 67 6 8 6 9 6 9 6 9 7 0
7 1 7 2 7 2
7 3 7 3 7 4 7 6 7 6
7 6 8 1 8 2
84 84 9 3
5.
4.6.3 Compar is on be tween 12 and 18 produc t space 4.6.4 P r eferen c e resul t
4.6.4.1 Preference o f consumers i n Penang
4.6.4.2 P re ference of pseudo-consumer panellists
and·
consumers in Kuala .L.umpur4.7 Conclus i ons
USE OF CONSUMERS I N IDEA GENERATION AND SCREENING 5.1 In t roduc t i on
5.2 Idea Gener a t i on
...
5.2.1 L i t erature rev i ew - use o f consumers i n i dea gene ra t i on
5.2.2 Exp e r i men t al me thod
5.2.2.1 O rgan i s a t i on of the idea generat i on groups
5.2.2.2 B rains t o rming
5.2.2.3 Nominal group t e chnique 5.2.3 D i s cuss i o n of resul t s
5.3 Screeni ng
5.3.1 Use o f consumers i n t he s creening process 5.3.2 Exp e r i men t al me t hod
5.4 Conclus ions
6. FORMULATION AND PRODUCT DESIGN 6.1 In t roduc t i on
6.2 Use of Sen s o ry Evalua t i on i n Produc t Developmen t 6.2.1 Use o f p an els i n s ensory evalua t i on
6.2.2 B r i dg i ng t h e gap be tween "expe r t " and consumer panels
6.3 Use of Scales i n Sensory Evalua t ion 6.4 Cross-cul tural Sensory Percep t i on
6.5 The Exper i men t al Me thod for Sensory Evaluat ion and Produc t Fo rmula t i on
6.5.1 Type o f panels
6.5.2 Rec rui t men t of panelis t s 6.5.3 Me thod o f sensory analys i s
6.5.4 Developmen t of s ensory a t t r i but es 6.5.5 Tra i n i ng of paneli s t s
6.5.6 Use o f " i deal" po i n t on the l i ne s cale
9 4 9 5 9 6 9 6
97
1 0 0 1 0 0 1 0 0 1 0 0
1 07 1 0 8
1 0 8 1 0 9 1 0 9 1 1 1 1 1 1 1 1 2 1 1 3
1 1 5 1 1 5 1 15 1 1 8 1 1 9
1 2 2
1 2 5 1 2 6
1 2 6 1 27 1 2 8 1 2 9 1 3 4 1 3 4
7 .
6 . 5 . 7 Use of sensory t e s t i ng i n formula t i on 6 . 5 . 8 Da t a analys i s
6 . 6 Resu l t s o f Sensory Tes t i ng i n Fo rmula t i on 6 . 6 . 1 Ideals
6 . 6 . 2 M i x ture des i gn
6 . 6 . 3 Fac t o r i a l exp e r i men t
6 . 6 . 4 A t t r i bu t e and accep t ab i l i ty scores f rom p seudo-consumer panel i s t s in New Zealand and consumers i n Kua l a Lumpur
6 . 7 D i scus s i on
6 . 7 . 1 Compari son o f the,_two methods o f analy s i ng a t t r i bu t es and i deal scores in l inear s ca l i ng 6 . 7 . 2 Use o f emp i r i cal equa t i ons in sens o ry
evalua t i on
6 . 7 . 3 Compari son o f the s ensory evalua t i on by p seudo-consumer panel and consumer panel 6 . 8 Conc lus i ons
PRODUCT TE STING IN A CROSS-CULTURAL ENVIRONMENT 7 . 1 L i t e ra t ure Rev i ew
7 . 2 Selec t i on o f Techn iques for Produc t Tes t i ng 7 . 3 Focus Groups in P r oduc t Te s t ing
7 . 3 . 1 Expe r i men t a l me thod 7 . 3 . 2 Resul t s
7 . 3 . 2 . 1 Compa r i son be tween Ma lay and C h i n e s e women
7 . 3 . 2 . 2 Compa r i son be tween Ma lay and Ch i n e s e s t uden t s
7 . 4 Cen t ra l Loca t i on Tes t
7 . 4 . 1 O rgan i s a t i on o f the cen t ral loca t ion t e s t 7 . 4 . 2 The i n t er v i ew p rocess
7 . 4 . 3 P roblem of rej ec t ion in the cen t ral loca t i on t es t
7 . 4 . 4 Analys i s o f r e su l t s 7 . 4 . 5 P ro f i l e o f r e s ponden t s
7 . 4 . 6 Compa r i son be t ween e thn i c groups on acce p t ab i l i ty o f the p i e
7.4 . 7 Re t a i l ou t l e t
ix
1 3 5 1 3 5 1 3 6 1 3 6 1 3 6 1 4 1 1 4 4
14 5 1 4 5
1 4 8
1 4 9
1 5 0
1 5 2 1 5 2 1 5 3 1 54 1 54 1 5 6 1 5 6
1 5 7
1 6 1 1 6 1 1 6 1 1 6 2
1 6 2 1 6 2 1 6 3
1 6 6
8 .
7 . 4 . 8 Buy i ng i n t en t i on s and proposed frequency o f purchase
7 . 4 . 9 D i scus s i on of cen t ral loca t i on t es t resul t s 7 . 4 . 1 0 Marke t ing i n forma t i on from product t e s t i ng 7 . 5 D i s cu s s i on o f Resul t s f ro m Cen t ral Loca t i on Tes t ,
Focus G roups and Sen s o ry Pro f i l i ng 7 . 6 Conclus i on
THE USEFULNES S OF CONSUMERS AT DIFFERENT STAGES IN THE PRODUCT DEVELOPMENT PROCE SS
8 . 1 Compa r i son of Marke t Research Techn iques i n the I n i t i a l S t ages of Produc t Developmen t
8 . 2 Use o f Consumers i n Idea Genera t i on and Screen i ng 8 . 3 Sensory Evalua t i on M e t hod t o Gu ide Formula t i on o f
Food Produ c t s
8 . 4 Compar i son o f Cen t ral Loc a t on Tes t , Focus Group and Sen s o ry Pro f i l i ng in Produc t Tes t ing
8 . 5 The S t ages a t wh i ch Consume rs are mos t Useful i n Produc t Develo pmen t
8 . 6 The Techni ques Su i t ed for Use by Consumers , pa r t i cularly i n a Cros s - cu l t u ral Si tuat i on 8 . 7 Recommend a t i ons for Fu ture Vork
1 6 6
1 67 1 6 8 1 6 9
17 0 17 1
17 1
17 4 17 5
1 7 6
1 7 7
17 8
17 8
1 . 1
1 . 2 2 . 1 2 . 2
3 . 1 3 . 2
3 . 3 3 . 4 3 . 5 3 . 6 3 . 7 3 . 8 3 . 9 3 . 10
4 . 1
4 . 2 5 . 1 5 . 2 5 . 3
5 . 4 5 . 5 6 . 1
6 . 2 6. 3 6 .4 6 .5
LI ST OF TABLES
Compa r i son of expe r t vs consumer panels for prod u c t r e s e a r ch
Consumer panels i n p roduc t d evelopmen t
Techn i ques for produc t s e le c t i on and evalua t i on
P e r c e n tage con t r i bu t i on o f cos t s t o the manu fac t u re of a p i e
R e s p onden t d i s t r i bu t i on b y e t hn i c group and age group R e s pondent d i s t r i bu t i on by e t hn i c group and i ncome g r o u p
Freq uency o f snacking S i t u a t i ons for s nacking
Typ e s of snacks eaten for d i f feren t occas i ons P l a c e s �here sna cks �ere bough t
Type o f food las t bough t a t a bread and cake shop Typ e s o f homemade snacks ea t en
Typ e s o f i mpor t e d s nacks bough t
O p i n i on o f res ponden t s on �he t her or no t bakery p ro d uc t s should be sold t h r ough can t eens , s undry s h o p s and ha�ke r s
M e t h odo logy u s e d i n the analys i s o f cros s-cul t ural d i f ferences
Mean d i mens i on �e i gh t s f rom INDSCAL
I n t e rnal and ex t e rnal sources o f p roduc t i d eas T e c hni ques for p r oduc t i dea genera t i on
Number o f brai n s t orm i ng and nomi nal group t e chn i q u e s e s s i on s f o r each e thn i c g roup
R e su l t s of idea genera t i on ses s i ons
R e s u l t s of consumer s c r e en i ng of produc t i d eas Re c ommend ed sensory t e s t me thods for spec i f i c types of a p p l i cat i ons
Advan t ages and d i sadvan t ages o f c a t egory , l i ne and ra t i o s cales
I d eal s co res for a t t r i bu t es i n sensory evalua t i on of p i e
Res ul t s o f m i x t u r e d e s i gn
Regre s s i on equa t i ons o b t a i ned from m i x ture des i g n
x i
7
8 17 3 0
4 2 4 2
4 4 4 5 46 47 47 4 8 4 8 5 2
6 2
9 1 1 0 1 1 0 2 1 0 8
1 0 9 1 1 2 1 1 7
1 2 3
1 3 6
1 3 8 1 3 8
6 . 6 6 . 7 6 . 8
6 . 9 6 . 10 6 . 1 1
6 . 1 2 7 . 1
7 . 2 7 . 3 7 . 4 7 . 5 7 . 6 7 . 7 7 . 8 7 . 9 7 . 1 0 8 . 1
Resul t s o f s e cond expe r i men t s on p i e f i l l i ng Compa r i s on o f a c t ual wi t h p r ed i c t ed res u l t M ean s a m p l e s cores o f senso ry a t t r i bu t e s f rom
consume r s in Malaysia and pseudo-consume r panel i s t s i n New Zealand
C o r r e l a t i on coe f f i c i en t s o f s ample scores of produc t p ro f i le
Range o f s cores and corres pond i ng ra t i o and i n t e rval s c o r e s for d i f f erent i deals
S t andard d e v i a t i on o f the ra t i o and in terval s cores f o r a t t r i bu t es wi th d i f fe ren t i d eals
CV values for ps eudo-consumer and consume r panel i s t s Sequence o f t op i cs used for t h e f o cus group
d i s cus s i on
Pro f i le o f r e s ponden t s i n c en t ral loca t i on t e s t Ove rall l i k i ng o f p i e
Age g r o u p a n d l i ki ng o f the p i e b y res ponden t s Reasons f o r l i king p i e
Respon s e t o f lavour o f p i e
Reasons f o r l i k i ng flavour o f p i e Re t a i l ou t l e t s prefer red f o r t he p i e Buy i n g i n t en t i ons
Proposed f re q uency o f purchas e Resu l t s o f i n i t i al marke t res earch
1 3 9 14 0 144
1 4 5
1 4 6
147
1 4 8 1 5 5
1 6 3 1 6 3 1 64 1 64 1 6 5 1 6 5 1 6 6 1 6 7 1 67 17 2
1 . 1 1 . 2 2 . 1 2 . 2
2 . 3 2 . 4 2 . 5 3 . 1 3 . 2 3 . 3
3 . 4
3 . 5
3 . 6
3 . 7
LI ST OF FIGURES
Popula t i on d i s t r i bu t i on o f Malays i a by e t hnic groups A sys t ema t i c process for produc t d evelopmen t
Produc t developmen t proce s s i n proj ec t
Reduc t i on o f numbe r o f produc t i deas t hrough quan t i t a t i ve s c reen ing
Scheme o f formula t i on
Pro c e s s f l ovchar t for produc t i on o f p i e
Flo�cha r t sho� i ng the maj or s t age s of the proj ec t Di s t r i bu t i on o f responde n t s based on the i r snacking habi t s
Respond en t d i s t r i bu t i on by the i r o p i n i on on the ques t i on "Ho� i mportan t is the pr i ce o f the snack? "
Re s pond en t d i s t r i bu t i on by the i r o p i n i on on the ques t i on "Ho� i mpor tant i s i t tha t the snack is good for you ? "
Re s pond en t d i s t r i bu t i on by the i r opi n i on on the ques t i on "Ho� i mpor t an t is i t tha t the snack does no t need any p r e para t i on ? "
Re s pond e n t d i s t r i bu t i on by the i r op i n i on on the ques t i on "Ho� i mpor t an t is i t tha t the snack t as t e s good ?"
Re s pond e n t d i s t r i bu t i on by t he i r o p i n i on on the ques t i on "Ho� i mpor tan t is i t that the snack is n o t fa t t en i ng? "
Re s pond e n t d i s t r i bu t i on by the i r o p i n i on on t h e ques t i on " Ho� i mpor t an t i s i t t hat the snack i s easy t o o b t a i n ? "
3 . 8 Res pond e n t d i s t r i bu t i on by t he i r res ponse t o t h e s t a t e me n t "Eve ry t h i ng i s del i c i ous t o ea t "
3 . 9 Res pond e n t d i s t r i bu t i on by the i r response t o t h e s t a t emen t " The food i s good for you "
3 . 1 0 Res p o nd e n t d i s t r i bu t i on by t he i r res ponse t o the s t a t emen t "I l i ke the smell of bread and cake shops "
3 . 1 1 Res ponden t d i s t r i bu t i on by t he i r res ponse t o t h e s t a t emen t "There i s a var i e ty o f f ood in t h e shops "
x i i i
2 4 1 2 1 9
2 6 2 9 31 4 3
5 0
5 0
5 0
5 0
5 0
5 0
5 1
5 1
5 1
5 1
3 . 1 2
3 . 1 3
4 . 1 4 . 2 4 . 3
4 . 4
4 . 5
4 . 6
4 . 7 4 . 8 4 . 9 4 . 1 0 4 . 1 1 4 . 1 2 4 . 1 3 4 . 14 4. 1 5
Res ponden t d i s t r i bu t i on by the i r response t o t h e s t a t emen t "The foods s o ld i n bread and cake shops are expen s i ve "
Res pondent d i s t r i bu t i on b y the i r response t o t h e s t a t emen t " Bread and cake shops have some t h i ng d i f f eren t t o o f fe r "
S t re s s vs d i men s i on p l o t f o r 12 produc t s ( KYST s olu t i on for a l l s ubj ec t s )
S t re s s v s d i mens i on p l o t for 18 produc t s ( KYST solu t i on for a l l subj ec t s )
Con t our d i agram o f h i e rarch i cal clus t e r i ng p l o t t ed i n mul t i d imen s i onal s pace f o r Malays (d imen s i on 2 v s d i mens i on 1 )
Con t our d i agram o f h i erarchi cal clus tering plo t t ed i n mul t i d imens i onal s pace f o r Malays (d imens ion 3 v s d i men s i on 1 )
Con t our d i agram o f h i erarchi cal clus t e ring p l o t ted i n mul t i d i mens i onal s pace for Chi nese ( d i men s i on 2 vs d i mens i on 1 )
Con t ou r d i agram o f h i erarchi cal clus tering p l o t ted i n mul t i d i mens i onal s pace f o r Chi nese ( d i mens i on 3 v s d i mens i on 1 )
Procrus t e s s t a t i s t i cs
Plo t o f mu l t i d i mens i onal s pace for all subj ec t s - KYST ( d i mens i on 2 vs d i mens i on 1 )
Plo t o f mul t i d i mens i onal s pace for all subj ec t s - KYST ( d i mension 3 vs d i mens i on 1 )
Plo t o f mul t i d i mens i onal s pace for Malay s - KYST ( d i mens i on 2 vs d i mens i on 1 )
P l o t o f mul t i d i mens i onal s pace for Malays - KYST ( d i mens i on 3 vs d i mens i on 1 )
P l o t o f mul t i d i mens i onal s pace for Ch inese - KYST ( d i mens i on 2 vs d i mens i on 1 )
P l o t o f mul t i d imensi onal s pace for Ch inese - KYST ( d i mens i on 3 vs d i mens i on 1 )
P l o t o f INDSCAL d i mens i on we i gh t s for .1 8 produc t s ( d i me n s i on 2 vs d i men s i on 1 )
P l o t o f INDSCAL d i mens i on weigh t s for 18 produ c t s ( d i me n s i on 3 vs d i mens i o n 1 )
5 1
5 1
7 5
7 5
7 7
7 8
7 9
8 0
8 3 8 5
86
87
88
89
90
9 2
9 2
6 . 1 6 . 2 6 . 3 6 . 4 7 . 1
Sensory eva lua t i on form for p i e
Expe r i men tal po i n t s f o r m i x ture des i gn Fac t o r i a l ex periment for p i e bo t t om
Resul t s o f t he se cond experime n t on the p i e bo t t om pas t ry
Ques t i onna i re for cen t ral loca t i on t es t
XV
1 3 1 1 37 1 4 1 14 3
1 6 2a
2 . 1 2 . 2 2 . 3 2 . 4 2 . 5 2 . 6 2 . 7 3 . 1 3 . 2 3 . 3
3 . 4 4 . 1 4 . 2 4 . 3 4 . 4 4 . 5 4 . 6 4 . 7 4 . 8 4 . 9 4 . 1 0 4 . 1 1 4 . 1 2
LIST OF APPENDICES
Fac t or s impor t an t i n s creeni ng
Sequen t i al s creeni ng o f produ c t ideas
Produc t s rema i ni ng a f t e r s equen t ial screening Checkl i s t screening
Produ c t s rema i n i ng af ter checkl i s t s creening M e t hod o f probab i l i t y s creeni ng
Probab i l i ty s creeni ng tables
Des c r i p t i on of kui h s used i n i n i t ial focus group Sample copy o f survey ques t i onna i re
Purchas i ng pat t erns o f Malays and Chi nese from b read and cake shops
P laces where bakery snacks were bough t Descr i p t i on o f produ c t s s e le c t ed for MDS
An exampl e of the d i agram g iven to subj ec t s for the i den t i f i ca t ion of axes
P l o t of mul t i d i mens i onal s pace for all subj ects - I NDSCAL ( d i mens i on 2 vs d i mens i on 1 )
P l o t o f mul t i d i mens i onal s pace for all subj ects - INDSCAL ( d i mens i on 3 vs d i mens i on 1 )
P l o t o f mul t id i mens i onal s pace for Malays - INDSCAL ( d i mens i on 2 vs d i mens i on 1 )
P l o t o f mul t id i mens i onal s pace for Malays - INDSCAL ( d i mens i on 3 vs d i mens i on 1 )
P l o t o f mul t i d imens i onal s pace for Chi nese - INDSCAL ( d i mens i o n 2 vs d i mens i on 1 )
Plo t o f mul t i d i mens i onal s pace for Chi nese - INDSCAL ( d i mens i on 3 vs d i mens ion 1 )
P l o t o f mul t i d i mens i onal space for Malays and Ch inese - KYST ( d i mens i on 2 vs d i mens i on 1 )
Plo t o f mul t i d i mens i onal space for Malays and Chinese - KYST ( d i mens i on 3 vs d i mens i on 1 )
Plo t o f mul t i d i mens i onal space for Malays and Chines e - INDSCAL ( d i mens i on 2 v s d i mens i on 1 )
Plo t o f mul t i d i mens i onal space f o r Malays and Chinese - INDSCAL ( d i mens i on 3 vs d i mens i on 1 )
2 0 0 2 0 1 2 0 2 a 2 0 3 2 05 2 06 2 07 2 1 2 2 1 3 2 1 8a
2 1 8a 2 1 9 2 2 0
2 2 1
2 2 2
2 2 3
2 2 4
2 25
2 2 6
2 27
2 2 8
2 2 9
2 3 0
4 . 1 3 4 . 1 4 4 . 1 5 4 . 1 6 4 . 1 7
Plo t o f mul t i dimens i onal space for Malays wi th KYST and INDSCAL super imposed ( d i mens ion 2 vs d i mens i on 1 ) Plo t o f mul t id i mens i onal s pace for Malays wi th KYST and IND SCAL super i mposed ( d i mens i on 3 vs d i mens i on 1 ) Plot o f mul t i d imens i onal s pace for Chinese w i t h KYST and INDSCAL superimposed ( d i mens ion 2 vs d i mens i on 1 ) Plo t o f mul t id i mens i onal s pace for Ch inese wi t h KYST and INDSCAL super imposed ( d i mens ion 3 vs d i mens i on 1 ) Plo t o f mul t i d i mens i onal s pace for Malay s - KYST - wi t h 1 2 and 1 8 produc t s super imposed ( d i mens i on 2 vs dimens i on 1 )
4 . 1 8 -P l o t o f mul t i d i mens i onal space for Malays - KYST -
4 . 1 9
4 . 20
4 . 2 1
4 . 2 2
4 . 2 3
4 . 2 4
6 . 1 6 . 2 6 . 3 7 . 1 7 . 2
wi t h 1 2 and 18 produ c t s super imposed ( d i mens ion 3 vs d imens i on 1 )
Plo t o f mul t id i mens i onal s pace for Malays - INDSCAL - wi th 1 2 and 18 produc t s superimposed ( d i mens i on 2 vs d imens i on 1 )
Plo t o f mul t i d i mens i onal s pace for Malays - INDSCAL - wi t h 1 2 and 1 8 produ c t s superimposed ( d i mens i on 3 vs d i mens i on 1 )
Plo t o f mul t id i mens i onal space for Chinese - KYST - wi t h 1 2 and 18 produc t s superimposed ( d i mens i on 2 vs d i mens i o� 1 )
Plo t o f mul t i d i mens i onal s pace for Ch inese - KYST - wi t h 1 2 and 1 8 produ c t s super imposed ( d i mens i on 3 vs d i men s i on 1 )
Plo t o f mul t i d i mens i onal space for Chinese - INDSCAL - wi t h 1 2 and 1 8 produ c t s superimposed ( d i mens i on 2 vs d i men s i on 1 )
Plo t o f mul t i d i mens i onal s pace for Ch i nese - INDSCAL - wi th 1 2 and 1 8 produ c t s super impos ed ( d i mens i on 3 vs d i men s i on 1 )
In i t i al sensory evalua t i on form Me t hod o f sensory evalua t i on
S t andard dev i a t i on o f sensory a t t r i bu t es Reasons for d i s l i ki ng p i e
Reasons for d i s l i ki ng flavour o f p i e
xvi i
2 3 1
2 3 2
2 3 3
2 34
2 3 5
2 3 6
2 3 7
2 3 8
2 39
24 0
24 1
242
24 3 247 24 8 24 9 24 9
