Effect of Occupational Status of Women on Their Cooking Habits and Food Buying Behaviour

5/18/2018 Effect of Occupational Status of Women on Their Cooking Habits and Food Buy...

http:///reader/full/effect-of-occupational-status-of-women-on-their-cooking-habits-a

EFFECTS OF OCCUPATIONAL STATUS ON WOMEN BUYING AND COOKING HABITS

1

Compiled by:

Rutvik Pathak A-35

Mayur Peswani A-38

Rahul Purswani A-39

Shivangi Agarwal B-01

Tania Patel B-41

Submitted to

Prof. Jinal Parikh




2

Table of contents

EXECUTIVE SUMMARY 3

PROBLEM DEFINITION

A)BACKGROUNG TO THE PROBLEM

B) STATEMENT OF THE PROBLEM

C) OBJECTIVES OF THE RESEARCH

4

LITERATURE REVIEW 6

RESEARCH DESIGN 8

LISTS OF GRAPHS 10

INTERPRETATIONS AND FINDINGS 13

EXHIBITS 22

REFERENCES 25




3

EXECUTIVE SUMMARY:

Over the past two decades the number of working women in India has increased

tremendously. Even as the demand and consumption for processed and packed food has gone

up we still follow the culture of eating food that is cooked fresh daily at home, unlike homes

in the western world. The Indian women do all their buying freshly. They buy freshvegetables daily and cook fresh food daily. They dont have the habit of cooking and keeping

for a whole week.

The taste of the fresh food is definitely better than food cooked and stored. But even though

the practice of cooking daily is very much prevalent, the time devoted to cooking a meal has

been reduced considerably. The purpose of our study is to understand how the change in

occupational status of women has affected their food buying and cooking behaviour.




4

PROBLEM DEFINITION:

A)BACKGROUND:

Food is an important part of Indian culture, playing a role in everyday life as well as in

festivals. In many families, everyday meals are sit-down affairs consisting of two to three

main course dishes, varied accompaniments such as chutneys and pickles, carbohydrate

staples such as Rice and Roti (bread), as well as desserts. Food is not just important for

eating, but it is also a way of socializing, getting together with family, relatives and friends.

With the rise in number of working women majority of young Indians are moving away from

home-made food, instead buying their packaged, takeaways and snacks from supermarkets

and eating out in restaurants that offer a range of cuisines. Outlets of KFC, Mc Donalds,

Pizza hut, subways are mushrooming across the country. Food processing industry is on the

rise .Indias food processing sector accounts for about 7 per cent of its gross domestic

product, or about $70 billion, while the restaurant sectors size is estimated at $20 billion.

Also many people today lack basic cooking skills, which are not being passed on from

mother to child as much as they were in the past. Further globalisation and the need for

increased productivity means that people will work more irregular hours. As flexi-time and

home-based work become more commonplace, food will be consumed at increasingly

unconventional times.

It is well documented that factors such as longer working hours, more working women and

smaller households mean that consumers are increasingly turning to meal options that are

quicker and easier to prepare, such as ready meals, cooking aids and takeaway meals.

In the past women were in some ways thought of as being inferior to men. The typical

lifestyle among families was for women to stay at home while men worked, and this was the

acknowledged as a way of life for both parties. Although certain generalisations still exist

much of this has changed, especially over last century.

We are no more in the era where the society is dominated by the alpha males. Women at this

time walk parallel as compared to men. In earlier days men were known to work and women

to deal with the households but now the impression of women as housewives have changed.

They have started earning and so have become self-sufficient. Women these days are no more

dependent on men. And now when women have started working it is quite inevitable that

their life would change and their working status would affect their daily work that they were

supposed to do. So here we want to know if the working status of women alters their habits

like cooking buying and in what way.

Women who work tend to concentrate more on their work and so they behave differently as

compared to the previous times. They dont really get time to cook and to involve themselves

in household activities like buying, etc. so here by this research we want to see how working

status change lives of women.




5

B) STATEMENT OF THE PROBLEM

The purpose of this study is to discuss the changes that take place in the normal work

of women like cooking buying due to their work lifestyle. Because of working theyobviously get less time for other things so here we want to find out the effect of

working status of women on their cooking and buying habits.

C)OBJECTIVES:

PRIMARY OBJECTIVE:

To understand the effects of occupational status on women cooking and buying behaviour.

SECONDARY OBJECTIVE:

To gauge the time devoted by women to cooking daily

Understand the buying preferences of working women

Impact of working schedule on cooking pattern




6

LITERATURE REVIEW:

1. New lifestyle determinants of womens food shopping behaviour

-Mary Lou Roberts and Lawrence H. Wetzel

ABSTRACT

Women's current high levels of participation in the labour force have focused attention on

changing life-styles and consumption patterns. This study uses life-style variables as

predictors of food shopping behaviour. A set of intervening variables reflecting women's

attitudes toward food preparation explains their food shopping behaviour better than either a

working/nonworking classification or general role orientations

2. Food shopping and preparation: psychographic differences between working women

and housewives.

Ralph w. Jackson

Stephen w. Mc Daniel

ABSTRACT

A research study is described which compared the responses of 246 working wives and 181

housewives to several food shopping- and preparation-related psychographic statements.

Results show that working wives tended to have a greater dislike for food shopping and

cooking that seemed to stem primarily from time considerations. Working wives also

exhibited a tendency to be less concerned with the impact of their food shopping and

preparation activities on other family members.

3. The Food Consumer in the 21stCentury: New Research Perspectives

Ben Sneaker

ABSTRACT

A far more complex set of factors are now driving food consumption patterns in high-

Income countries than economists have traditionally analysed in demand studies. Food

Consumers have moved up Maslows hierarchy of needs pyramid from satisfying basic

Physiological needs. If the traditional focus was on quantity demands for homogeneous

Commodities, attention needs to increasingly be given to the demand for quality-

differentiated

Food products. Although the income elasticity in terms of quantity may be low, the elasticity

for many food attributes, such as nutrition and health, safety, convenience, and diversity, arequite high. Where people buy food, the form in which they buy it and where they eat it are all




7

Changing. To simply distinguish between food consumed at home and away from home is no

Longer adequate. Rapid demographic and socioeconomic changes, such as the massive

entrance of women into the workforce and increasing multi-ethnicity, are a fundamental

driver of food Buying and dietary patterns.

4. An exploratory study of grocery shopping stressors

-Russell Aylett and Vincent Van Mitchell

ABSTRACT

Many factors affect the store patronage decision, e.g. location, service levels, pricing policies,

merchandise assortment, store environment and store image, but very little research has

considered stress as a determinant. This is despite the increase in dual income families and

longer working hours which are making general shopping a more stressful activity for many

families because of time pressure and lack of response by retailers. This exploratory researchconfirms grocery shopping to be stressful, but time pressure was mentioned as only one

factor causing shopping stress; other factors included: crowd density, staff attitude and

training, store layout/relocation, impulse purchasing pressure, location, product assortment,

music, and lighting. The article concludes by proposing a shopping stress curve for future

examination.

5. Buying time and saving time: strategies for managing household production

-Sharon Nichols and Karen Fox

ABSTRACT

Time-buying strategies used more often by employed-wife families than non employed-wife

families were purchase of child care, meals away from home, and disposable diapers. Time-

saving strategies used by employed wives were preparing fewer meals at home, reduced time

in household production, and reduced time in leisure. Wife's employment made no difference

in time spent in household production by other family members.

6. Wifes occupational status as a consumer behaviour construct

Chris T. Allen and Charles M. Schaninger

ABSTRACT

As a summary construct, wife's occupational status is likely to capture the effects of a number

of underlying forces that influence lifestyle and consumption patterns. Significant differences

across wife's occupational-status groups were found for food, beverage and alcohol

consumption, makeup usage, clothing purchases, shopping behaviour and deal proneness,

media usage, and major and minor appliance ownership.


http:///reader/full/effect-of-occupational-status-of-women-on-their-cooking-habits-


8

RESEARCH DESIGN

Our research was conducted by using qualitative research method i.e. filling up

questionnaires from respondents. We followed a simple random sampling method (Non-

Probability technique) as it was convenient to us to collect relevant information. After

collecting the data, analysis was done by using various statistical techniques in SPSSsoftware. Following were constraints to our research:-

LIMITATIONS

Lack of time

Research was only pertaining to women

Geographical constraints

Unavailability of respondents due to festive season

Lack of seriousness among respondents

A. Data Collection

Primary Data Collection: Structured Survey

A set of questionnaire was devised, reviewed and approved before execution which is

attached in the exhibit.

Executional Method: Mainly the questionnaire was created in Google forms &

circulated through Email and other social networks. In case if the respondent was

unable to use the internet facility, he/she was called up and his /her responses were

recorded. Also, some respondents were approached in person at their convenient place

and responses were taken. The gist of the survey undertaken is as shown in the figure.


http:///reader/full/effect-of-occupational-status-of-women-on-their-cooking-habits-


9

B. Scaling Techniques

a) Likert Scale: In this survey, this scale was used because we wanted to gauge the

impact on womens buying and cooking habits because of their occupation status.

It was also easier for the respondents to understand how to use the scale making itsuitable for mail, telephone, personal & electronic interviews.

b) Dichotomy Scale: Yes/ No were the option in two of its critical questions

C. Sampling Technique:

Non- Probability Sampling Technique: Because there is no chance-selection

procedures involved in survey method. It relied on the researchers personaljudgment

& convenience.

Sampling Method: Convenience Sampling

Used because it was least expensive and least time consuming of all sampling

techniques. The sampling units were easier to access, measureable & co-operative.

Necessary Sample Size = (Z-score) * StdDev*(1-StdDev) / (margin of error)

RESEARCH METHODOLOGY

a. Research Design

In this study, a descriptive research has been chosen.

b. Data Collection Method

Personal survey has been used to collect the data through the questionnaire.

c. Sampling Method

Convenience sampling method has been used to select the samples.

d. Sample Size

Sample of 148 respondents has been taken from Surat and Ahmedabad




10

CHARTS

Marital Status

unmarried married

WORK DURATION

part time

full time

self employed




11

HOW OFTEN DO YOU COOK

once a day twice a day never depends

0

10

20

30

40

50

60

70

SATISFACTION LEVEL

highly satisfied

satisfid

neutral

dissatisfied

highly dissatisfied

street food

frozen food

snacks

executive

0

20

40

60

80

FOOD PREFERED WHILE BUYING

street food

frozen food

snacks

executive




12

WHICH PLACES DO YOU GENERALLY PREFER FOR

GROCERY SHOPPING

shopping malls locals home delivery




13

INTERPRETATIONS AND FINDINGS

1) ANOVA

1) GROCERY SHOPPING AND WORK DURATION

H0: there is no connection between the grocery shopping and work duration.

H1: there is connection between the grocery shopping and work duration.

Descriptives

Descriptives

grocery or shopping

N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum

Lower Bound Upper Bound

part time 32 1.50 .880 .156 1.18 1.82 1

full time 36 1.44 .695 .116 1.21 1.68 1

self employed 20 2.00 .918 .205 1.57 2.43 1

Total 88 1.59 .839 .089 1.41 1.77 1

The ANOVA box shows us the significance value which shows the condition means arerelatively the same or different. If the significance value is higher than 0.05 then, there is no

difference between the conditions.

Here the actual significance value is p= 0.043 which is lower than 0.05, then it can be said

that there is significant difference between the conditions. Therefore H0 is accepted.

ANOVA

grocery or shopping

Sum of Squares df Mean Square F Sig.

Between Groups 4.384 2 2.192 3.275 .043

Within Groups 56.889 85 .669

Total 61.273 87

Conclusion

The result shows that due to varied work timings or job commitments, Women do grocery

shopping accordingly i.e. either they go themselves or take help of their maid/servant.




14

From the results so far, we know that there are significant differences between the groups as a

whole. The table below, Multiple Comparisons, shows which groups differed from each

other. The Tukey post-hoc test is generally the preferred test for conducting post-hoc tests on

a one-way ANOVA, but there are many others. We can see from the table below that there is

a significant difference in time to complete the problem between the group of full time and

self-employed women (p= 0.044), as well as between the part time and self-employed

women (p= 0.034). However, there were no differences between the full time and part time

women (p= 0.958).

Multiple Comparisons

Dependent Variable: grocery or shopping

Tukey HSD

(I) work duration (J) work duration Mean Difference

(I-J)

Std. Error Sig. 95% Confidence Interval


part timefull time .056 .199 .958 -.42 .53

self employed -.500 .233 .087 -1.06 .06

full timepart time -.056 .199 .958 -.53 .42

self employed -.556* .228 .044 -1.10 -.01

self employed part time .500 .233 .087 -.06 1.06

full time .556* .228 .044 .01 1.10

*. The mean difference is significant at the 0.05 level.

2) OCCUPATION AND PREFERENCE OF FOOD STUFF WHILE BUYING

H0: there is no connection between the occupation and preference of food stuff while

Buying

H1: there is connection between the occupation and preference of food stuff while

buying

Descriptive

preference while buying

N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum


student 92 1.61 .491 .051 1.51 1.71 1

business 32 1.63 .492 .087 1.45 1.80 1

job 16 2.00 .000 .000 2.00 2.00 2




15

professional 8 2.00 .000 .000 2.00 2.00 2

Total 148 1.68 .470 .039 1.60 1.75 1

The ANOVA box shows us the significance value which shows the condition means are

relatively the same or different. If the significance value is higher than 0.05 then, there is nodifference between the conditions.

ANOVA

preference while buying

Sum of Squares do Mean Square F Sig.

Between Groups 3.019 3 1.006 4.927 .003

Within Groups 29.413 144 .204Total 32.432 147

Here the actual significance value is p= 0.03 which is lower than 0.05, then it can be said that

there is significant difference between the conditions. Therefore H0 is accepted.

Conclusion

The result shows that the occupation or the type of work a women has an impact on her

buying behaviour when it comes to getting food stuff for consumption.

2) REGRESSION

This table provides the Rand R2values. The Rvalue represents the simple correlation andis 0.211 (the "R" Column), which indicates a high degree of correlation. The R2value (the "RSquare" column) indicates how much of the total variation in the dependent variable, can be

explained by the independent variable. In this case, 45% can be explained.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .211a .045 .038 .461

a. Predictors: (Constant), working

This table indicates that the regression model predicts the dependent variablesignificantly well. How do we know this? Look at the "Regression" row and go to the




16

"Sig." column. This indicates the statistical significance of the regression model that

was run. Here, p< 0.0005, which is less than 0.05, and indicates that, overall, the

regression model statistically significantly predicts the outcome variable (i.e., it is a

good fit for the data).

ANOVAa

Model Sum of Squares do Mean Square F Sig.

1

Regression 1.444 1 1.444 6.805 .010b

Residual 30.988 146 .212

Total 32.432 147

a. Dependent Variable: preference while buying

b. Predictors: (Constant), working

3) FACTOR ANALYSIS

Descriptive Statistics

Mean Std. Deviation Analysis N

marital status 1.51 .502 148

family members 3.54 .759 148

working 1.57 .497 148

time spend cooking 1.73 .796 148

have you cook or maid 1.70 .459 148

food preference 3.00 1.143 148

occupation 1.59 .887 148

Interpretation

The descriptive information shows the means and standard deviations for all of the eight

variables, as well as all possible bivariate correlations and their p values. We note that all of

the correlations are positive and significant as might be expected of these variables.

KMO and Bartlett's Test

Kaiser-Meyer-Olin Measure of Sampling Adequacy. .500

Bartlett's Test of Sphericity

Approx. Chi-Square 298.707

do 21

Sig. .000




17

The KMO statistics varies between 0 and 1. A value of 0 indicates that the sum of partial

correlations is large relative to the sum of correlations, indicating diffusion in the pattern of

correlations. A value close to 1 indicates that patterns of correlations are relatively compact

and so factor analysis should yield distinct and reliable factors. Kaiser has recommended that

accepting values greater than 0.5 as acceptable. Furthermore, values between 0.5 and 0.7 are

mediocre, values between 0.7 and 0.8 are good, values between 0.8 and 0.9 are great and

values above 0.9 are superb. For these data the value is 0.500, which is acceptable.

Communalities

Initial Extraction

marital status 1.000 .864

family members 1.000 .758

working 1.000 .675

time spend cooking 1.000 .813

have you cook or maid 1.000 .653

food preference 1.000 .536

occupation 1.000 .872

Extraction Method: Principal Component Analysis.

The Principal Component communalities (Extraction, as the Initial are always 1.00) range

from .536 to .872, thus most of the variance of these variables was accounted for by this two

dimensional factor solution. One can see that the corresponding Extraction communalities

for the Common Factor analysis were a bit smaller (as would be expected) but still show the

majority of the variance of all variables represented in the two factor solution. Note that the

"Initial" communality estimates for the SPSS version of a Principal Axis Common Factor

Preference according to Communalities

OccupationMarital status

Time spend cooking.

Family members

Working

Have you cook or maid

Food Preference




18

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % T

1 2.056 29.373 29.373 2.056 29.373 29.373

2 1.670 23.857 53.230 1.670 23.857 53.230

3 1.444 20.634 73.864 1.444 20.634 73.864

4 .750 10.708 84.572

5 .572 8.166 92.738

6 .329 4.702 97.440

7 .179 2.560 100.000

Extraction Method: Principal Component Analysis.

This table shows you the actual factors that were extracted. If you look at the section labelled

Rotation Sums of Squared Loadings, it shows you only those factors that met your cut-off

Criterion (extraction method). In this case, there were three factors with eigenvalues greater than

1. SPSS always extracts as many factors initially as there are variables in the dataset, but the rest




19

Of these didnt make the grade. The % of variance column tells you how much of the total

Variability (in all of the variables together) can be accounted for by each of these summary scales

Or factors. Factor 1 accounts for 29.373% of the variability in all 7 variables, and so on.

4) CHI SQUARE TEST

H0: Work duration and Hiring of cook/maid are independent...

H1: Work duration and Hiring of cook/maid are related.

work duration * have you cook or maid Cross tabulation

have you cook or maid Total

yes no

work duration

part time

Count 2 14 16

Expected Count 5.4 10.6 16.0

Residual -3.4 3.4

full time

Count 10 17 27


Residual .8 -.8

self employed

Count 7 6 13


Residual 2.6 -2.6

TotalCount 19 37 56


Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 5.694a 2 .058

Likelihood Ratio 6.147 2 .046

Linear-by-Linear Association 5.502 1 .019

N of Valid Cases 56

Since the p-value is greater than .05, we can accept the null hypothesis, and

say that Work duration and Hiring of cook/maid are independent.




20

2) HOW OFTEN WORKING WOMEN COOK FOOD

H0: Employment status and cooking habits are independent..

H1: Employment status and cooking habits are related.

Chi-Square Tests

Value do Asymp. Sig. (2-

sided)

Pearson Chi-Square 13.106a 3 .004

Likelihood Ratio 13.519 3 .004

Linear-by-Linear Association 3.872 1 .049

N of Valid Cases 96

Since the p-value is less than .05, we reject the null hypothesis, and say that

cooking habits of women is affected by their employment status.

working * how often you cook Cross tabulation

how often you cook

once in a day twice a day never dep

work

working

yes

Count 11 7 7


Residual 1.3 -6.8 -.3

no

Count 13 27 11


Residual -1.3 6.8 .3

TotalCount 24 34 18





21

FINDINGS

Most of the women are neutral about cooking; they do not really have any extreme

thoughts about cooking though some are dissatisfied.

Working women prefer executive meals majorly over any other meals and prefer frozen

food the least.

Due to time constraint most of the women prefer to shop their grocery from the local shops

that might be near their house

EXHIBITS

What is your marital status? *

o Married

o Unmarried

How many members are there in your family? *

o 1

o 2o 3

o more than 3

Are you working? *

o yes

o no

What is your approximate work duration?

o part time

o full time

o self employed

How often do you cook food? *

o once in a day




22

o twice a day

o never

o depends on work schedule

How much time do you generally spend cooking? *

o less than 1 hour

o between 1-2 hour

o more than 2 hour

What is your satisfaction level while cooking *

1 2 3 4 5

Highly satisfied Highly Dissatisfied

What is preferable *

o Take away food

o cooking

Have you hired any cook or maid? *

o yes

o no

Who does the grocery shopping? *

o yourself

o maid/servant

o other

Which type of food do you prefer while buying? *

o street food

o Frozen food packets

o snacks/fast food




23

o executive meal

Which places do you generally prefer for buying grocery items?

o shopping malls

o local grocery stores

o Home delivery(order through phone/online)

Does your work schedule affect your cooking and buying habits? Please brief-

Age group *

o 18 to 25

o 26 to 35

o 36 to 45

o 45 or above

Occupation *

o Student

o Business

o Job

o professional

o none




24

REFERENCES

www.jstor.org/stable/2488830

scholar.google.nl/citations? User=-ay_unUAAAAJ...

https://archive.ama.org/archive/ResourceLibrary/.../4999986.pdf

Effect of Occupational Status of Women on Their Cooking Habits and Food Buying Behaviour

Documents

Transcript of Effect of Occupational Status of Women on Their Cooking Habits and Food Buying Behaviour