Browsing by Author "Mehtäläinen, Mette"

My research examines consumers' attitudes towards baking mixes. I investigate what kind of baking mixes consumers have used and what product characteristics support and prevent their use. In addition, I examine in what situations consumers use baking mixes in their everyday lives. The study utilizes literature that examines the value of self-made, fear of food additives, favoring organic products, and the use of other convenience foods. The correlation between these themes and interest in the use of baking mixes will be examined. The study is a Mixed Methods research, which means that the data was collected and analysed by quantitative and qualitative methods. The data was collected via an internet survey, which was answered by 509 over 18-year-old consumers. Mean variables were constructed, and the correlations were analysed by Pearson’s correlation. The data was analysed by cross-tabulation, Mann-Whitney's U-test and classification. The results showed that consumers who were not interested in using baking mixes reported higher level of baking enthusiasm and appreciated a bit more self-made products and diligence than those who were interested in using baking mixes. Those who were interested in using baking mixes reported that they used more frequently convenience foods and wanted to spend less time on baking than the non-interested group. The responses of the groups did not differ in the claims concerning organic products and food additives. Both groups perceived food additives negatively and thought that organic products were better than regular products. A good taste or as good as self-made was a factor that encouraged consumers to use baking mixes. The limiting factors for the use of baking mixes were preferring self-made, food additives and bad taste. Some respondents said they enjoyed the baking process, so there was no need for baking mixes. The most commonly used products were pancake mixes and mousse powders. The overall use of baking mixes was minor and irregular. Most consumers could use baking mixes as a snack or treat at home and while travelling. Fewer respondents would offer them for guests.