Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PROJECT
CULTURAL SHIFT
AND PRODUCT
CHOICE: A CASE
OF FOOD CHOICE
IN UPPER INCOME
GROUP
DR. S.M. RAFIUL HUQUE
ID: 1330530660
ID: 1331110660
ID: 1330623060
ID: 1331062060
Table of content
Appendix
Topic
Introduction
Background of the study
1-6
1
Literature Review
Methodology
Research Body
Determinants of food choice
The Changing Food Preferences in
Bangladesh
The Culture and Food Choice: Establishing a
Relationship
The Cultural Shift and Breakfast Choice in
Bangladesh
7
7
8
Survey questionnaire
Page no.
8
8
10
13
15
16
17
18
19
20
Introduction
Background of the study:
In 21st century, everything is changing rapidly because of the globalization, economic condition,
technological advancement, demographic fluctuation, pace of time and fierce competition. With these kinds
of changes peoples selection, habit, preference, quirk and taste are also keeping a stride. Whilst peoples
habit, selection, taste and opinion are changing so is the culture, though not rapidly but gradually because
people are sharing theirs beliefs, values and behaviors with other cultures people and this gradual change
of culture is known as a cultural shift. Now-a-days people are watching similar TV shows, wearing similar
cloths, eating similar foods and listening similar music even though they live in different countries with
different cultures.
In Bangladesh, there is a huge cultural difference in the upper income group and the lower income group
society, basically if we see closely we will find out that, they dont live in the same country within a similar
cultural background. We are doing our study on a certain group of people in the society, which is upper
class peoples breakfast choice due to the cultural shifts. Cultural shifts happen mainly in this upper income
society because they are more connected and affected with the changes of globalization, economic
condition, technological advancement, demographic fluctuation and pace of time.
Upper income group people actually want to live their life with ease, opportune, comfort and affluence. They
dont like agitation or any kind of burden that will hamper the ease of life. At breakfast, people used to have
homemade stuffs like roti, omelet, etc. and this food style was changed with the bread with butter and jam
and now this food style is also recoiled by the breakfast cereals. Breakfast cereals have made breakfast
more easy, fast and convenient for the upper income group. As they tend to follow the western culture and
go with the increasing pace of life, they change their food habit and took breakfast cereals in their breakfast
item.
Literature Review
This research Cultural Shift and Food Preference explored and examined the effects of cultural shift on
the breakfast eating behavior and choice in the context of Bangladesh. Given the immense impact of
cultural change in various current product choices in Bangladesh, it can be assumed that it also affected the
breakfast pattern which can be seen currently. But there is also a need for a greater understanding of the
determinants that affect food choice to reach a productive conclusion.
A variety of social, cultural and economic factors contribute to the development, maintenance and change
of dietary patterns. Intra-individual determinants such as physiological and psychological factors, acquired
food preferences and knowledge, can be distinguished from interpersonal or social factors such as culture,
family and group influences (Glanz and Mullis, 1988).
The major influences on food choice with a focus on those are amenable to change are reviewed under the
following headings:
Major determinants of food choice
The key driver for eating is of course hunger but what we choose to eat is not determined solely by
physiological or nutritional needs. Some of the other factors that influence food choice include:
Biological determinants of food choice
Our physiological needs provide the basic determinants of food choice. Humans need energy and nutrients
in order to survive and will respond to the feelings of hunger and satiety (satisfaction of appetite, state of no
hunger between two eating occasions).
Another physiological need is palatability. It is dependent on the sensory properties of the food such as
taste, smell, texture and appearance. The influence of palatability on appetite and food intake in humans
has been investigated in several studies. There is an increase in food intake as palatability increases, but
the effect of palatability on appetite in the period following consumption is unclear. Increasing food variety
can also increase food and energy intake and in the short term alter energy balance (Sorensen et al.
2003).
When reviewing physical needs such as hunger, the importance of regular breakfast consumption has long
been recognized. Hence, this research focused on how breakfast choices of people in Bangladesh have
changed due to cultural shift.
Social and Economic Determinants of food choice
These are some of the most important determinants of food choice and eating pattern of people throughout
the world.
cultural shift. Due to globalization, preferences of people have become increasingly similar across cultures
and countries.
Bangladesh is greatly influenced by the western culture when it comes to food choices. As this country is
gradually getting caught up by globalization, the shifts or changes in cultural food preference are becoming
apparent. The impact of this cultural shift can be seen immensely on the breakfast choice of the upper
income group. The traditional breakfast spread of Bangladesh used to be roti, eggs, curry etc., which used
to take quite some time to prepare. As time is becoming more valuable and lifestyles are getting hectic,
there is usually very less time to spare for an elaborate breakfast. The easiest choice has become breakfast
cereals which originated from American culture. But this shift and choice has not yet spread vastly outside
the upper income group because the cereals found in Bangladesh are all foreign brands which are
expensive.
The Cereals
For thousands of years, many traditional cultures have eaten cereals in the form of porridge. Historically,
porridge was often seen as poor peoples food, or the kind of cuisine someone would get in prison or
hostels. Later, food manufacturers began to add vitamins and minerals to cereals, and people began to
view cereals as health-promoting rather than as prison or peasant cuisine. Nowadays there are many
different types of cereals that come in different shapes and sizes and health benefits.
As global demand grows for American-style breakfast foods, cereal marketers are battling to make their
brands the top choice in countries, where staples like bread and rice have been the traditional morning
norm. Opportunities are arising as consumers across the globe are acting more like Americans, the
research company said in a recent report: "Breakfast was traditionally a sit-down meal in most markets, but
is now often eaten hurriedly or on the go in the form of snack bars or ready-to-eat breakfast cereals."
But the market is still fierce with so many brands like Kelloggs, Nestle etc. Indeed, the toughest competition
might be from breakfast foods that have been in place for centuries. "Breakfast around the world is probably
the meal that is most rooted in tradition," said Gannon Jones, chief marketing officer for PepsiCo's Global
Nutrition Group.
In spite of a scarcity of studies related to this topic, this report would cover the aspects of the cultural shift
from the perspective of food choice based on upper income group.
Figure out the nutritional quality in the ready-to-eat breakfast cereals for different companies.
How individuals perception is changing about breakfast choice due to cultural shift.
It is expected that the analysis would extract valuable information on the new trend of breakfast and
assist the group who eat such cereals in making positive decision.
Methodology:
The study will be of exploratory and also descriptive in nature. Conclusive research will also be used.
Secondary data have been explored using literature reviews and primary data was collected from
exploratory survey of 100 consumers in the age group of 12-50 Years old. Data obtained from the reliable
sources (e.g. World Health Organization, Euromonitor International and Datamonitor International) has been
used to study the implications of consumer food choice and growing trend towards Processed Food.
In this study, primary data was gathered from private university students, school going children whose
parents income range fall in the upper class through social networking sites and importers of ready-to-eat
breakfast cereals. Departmental stores will be visited to reach the importers.
Limitations:
Data obtained from the convenience sample and literature reviews has been generalized for inferring
consumption patterns of Bangladeshi consumers (population). A major limitation was the scarcity of records
and previous studies regarding this topic. The limitation of conducting this research was that there are very
few articles or researches about the Bangladeshi cultures that influence on breakfast choices.
For further understanding in this research the following figure was modeled which categorizes the factors
influencing food choice.
Physiological
Factors
Psycholograpic Factors
(culture and social)
Demographic and
Economic Factors
One approach to studying food choices derives from social psychological research into attitude-behavior
relationships. In this approach it is assumed that many of the influences on food choice are likely to be
mediated by the beliefs and attitudes held by an individual. Beliefs about the nutritional quality and health
effects of a food may be more important than the actual nutritional quality and health consequences in
determining an individuals choice. This attitude has been used by the breakfast cereal manufacturers for a
long time to change the breakfast culture by marketing their breakfast cereals and oats as processed foods
loaded with nutritional elements like vitamins, irons etc. and positioning these as healthy breakfast choices.
(The Theory of Planned Behavior, Ajzen et al).
The idea behind measuring attitudes is that they are thought to be casually related to behavior. This link is
true both in the common use of the term attitude and in the research literature in social psychology, but the
empirical evidence for this link have not always been clear. (Eagly & Chaiken, 1993).
Though few studies mentioned above is not clear about the empirical evidence, there are some models
derived in the later years that shows major links between cultural influence and behavior of consumers in
food choices. One such model is The Theory of Reasoned Action developed by Ajzen and fishbein in 1980.
This theory seeks to explain behavior which is under the control of the individual and in addition it also
seeks to be applicable to behaviors resulting from culture nad perceived social pressure, which are not
under the individuals control. In this theory it is argued that intention to perform or choose a behavior is the
best predictor of the behavior. The theory of Reasoned Action has been widely applied to many issues in
social psychology and more recently also successfully applied to a range of food choice issues. (Tesser &
Shaffer,1990). Shepherd and Stockley carried out a meta-analysis of 87 studies using this model in the
area of general consumer choice. They found an estimated correlation of 0.53 between intention and
behavior and a multiple correlation of 0.66 between attitudes against intention. (Shepperd et al, 1988).
Thus this model has validity both in the study of general consumer choice and the study specifically of food
choice. These evidences and literature studies show that cultural is a major determinant of food choice
which is the platform for this research.
The other determinants will be discussed in the latter part of this research.
The Cultural Shift and Breakfast Choice in Bangladesh
Cultural Shift or transition tends to gradually change the consumer behavior of a certain place resulting from
the influences of a different culture. Transitions are periods of change where there are shifts in lifestyles
from one stage to another (Price et al. 2000). The source of new cultural elements in a society may also be
another society. The process by which cultural elements are incorporated into another culture of the
recipient is known as the cultural shift/diffusion. (Pearson).
As already mentioned earlier the most changing scene in food preferences in Dhaka is the breakfast scene.
The culture of Bangladeshis regarding breakfast choices has been changing rapidly in the past decade. The
traditional breakfast of a typical Bangladeshi household used to be handmade roti (flat bread), a mixture of
vegetables or eggs which were all freshly cooked in the morning. But gradually the trend of having an
elaborate breakfast is changing due to the shifting culture which is a result of globalization, urbanization,
better economic conditions etc. As already mentioned earlier the most changing scene in food preferences
in Dhaka is the breakfast scene. Following are some of the major reasons for the cultural shift in
Bangladesh and their effect on breakfast choice.
Two of the most influential variables have been urbanization and globalization. While most developed
countries have, by and large, completed such transition, urbanization is still an ongoing process in many
developing countries like Bangladesh. Urbanization influences the food choices of people to change due to
more hectic lifestyles and also availability and choice of foodstuffs in urban markets is typically greater,
providing consumers with exposure to food patterns from foreign cultures. The quest to make life better in
Dhaka, people is getting busier day by day and to keep up with this busy and hectic schedule the food
pattern is also changing. While urbanization will proceed very slowly in many industrial and transition
countries (such countries already being predominantly urban), it will continue to grow unabated in those
countries where the vast majority of the country is rural. This is already particularly evident in sub-Saharan
Africa (urbanization rate greater than 4%) and East Asia (urbanization rate greater than 3%). (Hawkes,
2003). Urbanization had numerous consequences in that it lead the people of Dhaka to new and improved
marketing (with greater access to modern mass media), distribution infrastructure, which attracted large
supermarkets dominated by multinational corporations. As Bangladesh is a developing country the people
of this country have to compete very hard with the developed countries and hold their ground. Rapid
urbanization has had, and will continue to have, a profound effect on food consumption patterns (Popkin
1999).This is leading the country to globalization of the food consumption pattern especially breakfast
pattern.
Globalization, through the presence of multinational food processing and distribution firms operating in
many countries, reinforced by heavy advertising, have facilitated the process of food evolution due to
cultural shift. Due to globalization, preferences of people have become increasingly similar across cultures
and countries. It is also seen that the upper income group is more influenced by cultural shifts because they
get exposure to a greater variety of foodstuffs from foreign countries or brands which are relatively
expensive due to heavy taxes imposed on foreign goods. The increased access to media also influenced
this cultural change tas they are more exposed to the western culture.Transnational food corporations
(TFCs) (franchises and manufacturers) such as KFC, McDonalds, Kraft and Nestl are all drivers of the
fast-food market, processed foods and Western lifestyle that have become so widespread in developing
countries. (Hawkes 2005).
Bangladeshi culture is considered to be a subordinate one compared to the Western dominant culture by
the people. The survey done for this research showed that 62% of the young adults preferred the western
culture than the Bangladeshi culture and lifestyle. They perceive that the western culture is more
convenient and advantageous regarding the hectic lifestyle in Bangladesh.
Imports of food such as cereals and cereal products have increased since globalization began in
Bangladesh. The imports of many food items were liberalized which lead to greater availability of the cereal
products. The traditional breakfast spread of Bangladesh used to be roti, eggs, curry etc., which used to
take quite some time to prepare. As time is becoming more valuable and lifestyles are getting hectic, there
is usually very less time to spare for an elaborate breakfast. The easiest choice has become breakfast
cereals which originated from Western culture. But this shift and choice has not yet spread vastly outside
the upper income group because the cereals found in Bangladesh are all foreign brands which are
expensive.
Budget
Quantity consumed
28.5
167.39
2. Wheat
Kg Flour (0.95)
1.8
5.4
3. Pulses
3.2
5.44
4. Fish
14.2
16.43
5. Eggs
1.5
34.0*
6. Beef and
other meat
3.56
7. Bird meat
2.8
2.78
11.1
85.78
9. Milk
3.2
14.9
10. Oils
5.6
6.58
11. Fruits
3.3
13.04
12. Sugar
1.1
2.41
13. Others
19.8
$
30.44
Diagram of who are the influencers of the cultural shift and product choice (Breakfast Cereal):
Due to cultural Shift
Demographic Segmentation
Behavioral Segmentation
Children (4-12)
Initiator
DECISION ROLE
Teenage (13-18)
Women (24-40)
Influencer
Buyer
Buyer
LIFE STYLE
INCOME
Upper income
group
Time constrained
GENERATION
Young generation
Post parenthood
LIFECYCLE STAGE
Honeymooner
bachelorhood
SOCIOECONOMIC
BACKGROUND
Urban
Educational level
Occupation
Demographically who are most influenced by cultural shift and product choice (consuming of
breakfast cereal):
Influence of cultural shift strokes in the most of the demographic segmentation of consumer. Due to
Cultural shift, breakfast choice has changed and which demographic groups are affected by that are
discussed below:
Age and Gender:
By doing the survey we find out, children (4-12), teenager (13-18), young adults (19-24) and women (24-45)
are changing their breakfast habit due cultural shift. Children, teenager and young adults are choosing
breakfast cereal by watching cartoons, movies and advertisements. Middle-aged Women are basically
choosing the breakfast cereal to stay fit and slim.
From surveying people we found out that 18% are children, 15% teenagers, 57% young adults, 7% women
and only 3% men are consuming cereal as their breakfast items.
Income:
Upper income group people actually want to live their life with ease, opportune, comfort and affluence. They
dont like agitation or any kind of burden that will hamper the ease of life. Breakfast cereals have made
breakfast more easy, fast and convenient for the upper income group. As they tend to follow the western
culture and go with the increasing pace of life, they change their food habit and took breakfast cereals in
their breakfast item. In Bangladesh per capita income has increased which leads people to buy expensive
items.
Upper income groups are the consumer of cereal we can say that from survey percentage; income range
(40,000-80,000) are 9% and (80,000-120,000) are 55% and (120,000-up) are 36%.
Generation:
The younger generation plays a significant role not only as consumers but also as initiators and influencers
of buying decisions. (Kotler, Keller and Keller; Ed.2014 )
Young generations are the most imperative part of cultural shifts because they followed information from
television, social media and outdoor media. They tend to follow those and imitate others culture and due to
that cultural shift happen.
Life Cycle Stage:
There are five family life cycle stage but not all the stage are influenced by the cultural shift of breakfast
choice and taking cereals as the breakfast items. Only three stages are affected by the cultural shift of
breakfast choice; one is post parenthood stage, number two is bachelorhood and another one is
honeymooners.
Parent hood and Post Parenthood stage are affected by this shift because while doing survey we found out
that 39% and 48% of parents work as a buyer while the initiator and influencer are their children as
breakfast cereal main consumer are children, teenager and young adults.
Bachelorhood stage is affected by this shift because 5% of surveyors think they want easy, fast and
convenient food to consume and for breakfast cereal is the best option for them.
Another consumer of breakfast cereal are 8% of women, who wants to stay fit and slim and in that category
honeymooners female one is the best apt for choosing cereal as breakfast.
Socio-Economic Background:
Mainly urban people familiarized with the cereal and rural people have no idea about the cereal and that is
why cultural shift and product choices are affected the urban portion of the country.
Educational level and occupation have a vast influence on the cultural shift and product choice. The family
mostly consumes breakfast cereal, when both the spouse is working and breakfast cereal is the best option
for them as breakfast items.
Behaviorally who are most influenced by cultural shift and product choice (consuming of breakfast
cereal):
Decision Role:
People play five roles in a buying decision: initiator, influence, decider, buyer and user. ((Kotler, Keller and
Keller; Ed.2014).
As children, teenage and young adult work as initiator and influencer for buying decisions so the
breakfast cereal is one of the products which is bought for these group by their parents who work in this
scenario as Buyer which are 74%.
Women play a significant role in the decisional role so they are the Buyer of breakfast cereal and 26%
women buy for their own.
Lifestyle:
Lifestyles are shaped partly by whether consumers are money constrained or time constrained.
Breakfast cereal is for those people who maintain their lifestyle in time-constrained situation; working
parents and working spouse. Women choose to consume cereal because of ease which is 47% and
convenience which is 18%.
NPI Score
Sugar Content
# of varieties
2012
2009
Fiber content
(%)
2012
2009
(%)
Sodium
(per 100 mg)
2012
2009
2012
2009
2012
Child brands 29
40
43*
36
33*
5.5
5.1
559
525*
General Mills 12
40
44*
36
33*
7.6
5.6
611
555*
Kellogg
11
41
46*
35
32
4.6
5.5
525
475*
Post
42
34
33
34
8.3
2.1
542
558
Other companies
54
52
20
27
16.7
10.0
533
533
Family brands
79
51
53*
27
26
6.8
8.3* 470
General Mills 25
46
50*
26
25
6.0
7.4*
669
Kellogg
13
62
68
28
24
8.0
10.0* 171
77
Post
46
46
40
40
6.9
6.9
389
386
Quaker
10
44
43
32
32
5.0
7.4
602
533
Other companies
27
51
55
23
23
8.5
8.9
498
399*
Adult brands
153
56
59*
20
21
General Mills 19
56
58
21
20
13.6
11.8
481
Kellogg
34
50
52
24
25
10.6
10.7* 476
465
Post
22
59
61*
20
18
8.0
9.1*
324
287*
Quaker
53
66*
23
20*
7.5
9.6
290
223
Other companies
70
60
61
18
19
11.5
10.3
310
312
420*
580*
351
415
We have seen that from our survey that 22% of cereal eaters are driven due to nutritious factors which is a
significant amount and stays second after imitation of other culture.
Advertisement
Cereal advertisers are clever enough to target groups and advertise accordingly. The advertisement is done
during Western Movies, TV shows and cartoon channels during popular cartoon shows to attract the kids.
As the kids section is covered, now the advertisement for health-oriented people has started. Bangladeshi
high society has by and large affected by these advertisements.
From survey which influenced more.
According to our survey result, most cereal eaters have actually shifted due to watching of Western Movies
followed by Western shows and cartoons, with TV advertisement coming after that and Peers, families or
others influence coming last with a mediocre 7%.
Company name
Nestle
Products
Cereals: Chocapic, Cini Minis, Cookie Crisp, Estrelitas,
Fitness, Nesquik Cereal
Baby cereals
Kelloggs:
M.R.S syndicate
Sajeeb
birijjen
Magic time
Corn flakes
MagicTime Frosty Stars & Marshmallows, apple ring
cereals, chocolate cookies crispy cereals, enriched bran
flakes, magic time fitness flakes, Frosty flakes cereals
Radiant berries Breakfast cereal, corn flakes, radiant
fruity breakfast cereal, Radiant millet hulled, Radiant
nutty breakfast cereals.
Lactogen
NAN
Cerelac
Shajeeb:
Corn Flakes
Sajeeb Diet Corn Flakes
Mr. Chocoz
Nestle Cereals
Others Reliable trade internationals, OCG international, M/S credenza internationals, root Bangladesh, Jute
export corporation, National bong Agro, GA traders, Unity future, Hifs agro food industries.
Distributor
Mainly breakfast cereals are marketed through various supermarket(Agora, Meena bazar, Almas, G mart,
Showapno, Prince bazar), different departmental store And many more local shops.
Trader/ importer
Alibaba: Alibaba is an important importer of Agro based breakfast cereal raw material,
machine.
Mak Trade International: Our Company is Trading Company based at Chittagong Port City in
Bangladesh. We deal in agro commodities & Heavy equipment Machinery. We are importer,
Indenter & also oversea manufacturer\'s representative.
Advertisement
Mainly in our country breakfast cereals has not been advertised through newspaper, billboard or leaflets.
Commercial tv advertisement are the main advertising program. Cereal advertisers are clever enough to
target groups and advertise accordingly. The advertisement is done in cartoon channels during popular
cartoon shows to attract the kids. Different cartoon characters also making breakfast cereals more attractive
to the kids. As the kids section is covered, now the advertisement for health-oriented people has started.
Bangladeshi high society has by and large affected by these advertisements. Various Women are also
affected by various weight loose & fitness beneficial cereals. Different movies characters are influencing
teenagers. & young adults.
Future growth & prospects
Breakfast cereals is expected to continue growing. Growing awareness of the health benefits
associated with breakfast cereals along with the rising health and wellness trend among
Bangladeshi consumers in general, will drive sales of breakfast cereals. Leading players, such as
Kellogg, Nestle and magic time, are expected to continue carrying out consumer awareness
programmes regarding the health benefits associated with breakfast cereals over the forecast
period. Rapid urbanisation and growth of modern retail outlets will also help propel sales of
breakfast cereals. Nestle & Kelloggs are the leading brands penetrating the market. Shajeeb bd.
Food is also introducing various cereals in the market & successfully competing the leading brands
in the Bangladesh market.
Conclusion
Food choice is potentially influenced by a large range of potential factors. Many models put forward in this
area involve merely listing the likely influences rather than offering a framework for empirical research and
practical application. Although there is general agreement on the types of influences likely to be important,
the integration of these factors into a coherent and quantitative model of food choice remains an area in
need of development.
Breakfast is the time when you start your day and the body needs required nutrition. So, people eat
breakfast cereals mainly with milk, both of which are believed to be nutritious. Breakfast cereal has become
significantly popular in upper class people as cereals are undoubtedly full of nutrition.
In Bangladesh, eating home cooked food together with family after spending a lot in food purchase and
food preparation has been the culture traditionally, whereas today quick meals particularly Breakfast has
become an essential part of our lifestyle. Children are now a days very much reluctant to have conventional
breakfast before going to school. The family mostly consumes breakfast cereal, when both the spouse is
working and breakfast cereal is the best option for them as breakfast items. With the changes of time
breakfast cereal has become more popular with different age group people, different class & different
income level people.
Now a days breakfast cereals has not only changed the food habit of kids but also changed overall
perspective of people regarding the food with the cultural shift. This study will help us change our traditional
consensus about having cereals as breakfast also help us to know about how it benefits the manufacturer,
importer, consumer buying behavior, and thus put a significant impact on overall economic growth.
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