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Consumer perception of vegetable (tomatoes and morning water glories) quality in Hanoi

Figuié M.. 2004. Montpellier : CIRAD, 44 p..

A quantitative survey conducted in 2003 on 500 Hanoi consumers has allowed us to identify their perception of peri-urban vegetables. Then, a qualitative survey, based on word association, have allowed us to identify with more details the perception of those consumers in regards to the two most widely consumed vegetables: tomatoes and water morning glories. A good tomato is one which is floury, firm and fresh. A good water morning glory comes from a pond and has slender stems and green leaves. The study focused on quality perceptions of products from China, products from Da Lat, peri-urban products, organic products, "safe" products, and products sold in supermarkets. The results of this study show that these products stand out for their health qualities on the one hand, and their visual and organoleptic qualities on the other hand. Chinese products fall short on all counts. Supermarket products are highly appreciated but are considered expensive. Organic and "safe" vegetables have bad visual and organoleptic qualities and "safe" vegetables do not inspire confidence. On the contrary, peri-urban produce has high visual and organoleptic qualities but are not considered healthy. Confidence in product quality is largely a function of the seller¿s image and the place of sale. This study ends on some recommendations for better marketing these products. This report is the result of research conducted in 2003 in the framework of the SUSPER project (Southeast Asia Regional Peri-urban Agriculture Project, Component 2 - Market and development, A3 - Consumption behaviour). In various degrees this research involved Muriel Figuié, Tran Tri Tham CIRAD, Nguyen Thi Minh Nguyet, Anthropology/Ethnology Institute of the Vietnamese National Centre for Social and Human Sciences (IE/CNSSH), Nguyen Duc Truyen of the CNSSH Sociology Institute. This report is also partly based on data collected by the economic team of Rifav through a study on "Quantitative assessment of consumption behaviour". I would like to thank this team for this collaboration and in particular Nam Ngo Van. I am also grateful to Paule Moustier, Boun-Tieng Ly and J.J. Cadilhon for their careful reading of this report.

Mots-clés : tomate; enquête auprès des consommateurs; qualité; comportement du consommateur; propriété physicochimique; viet nam; sécurité des aliments

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