Indonesian consumers’ perception of modernized and original version of traditional food

Research output: Contribution to conferencePosterCommunication

Technological development provides modernized versions of traditional foods. However, not all developments in food production are in line with consumer acceptability, and this may be particularly important for traditional food. The objective of this study was to determine Indonesian consumers’ perception of a selection of traditional food products in original and modernized versions. An internet based survey (n=310) was distributed to validate the perception of Indonesian food products based on description only. Seventeen products (tempe usar, tempe ragi, hygienic tempe, homemade sambal, sambal in a jar, sambal sprinkles, fresh coconut milk, UHT coconut milk, coconut milk powder, gudeg kendil, gudeg besek, boxed gudeg, canned gudeg, ground seasoning, instant seasoning paste, dadih, and yoghurt) were described to gauge consumer perception of the following variables: modern, traditional, original, authentic, natural and hedonics. Partial Least Square Regression was carried out to get an overview of product and variable variation. Figure 1 showed how the variable modern is inversely correlated to the remaining variables, including hedonics. Products perceived as modern were UHT liquid coconut milk, powdered coconut milk, instant seasoning paste, canned gudeg, sambal in jar, sprinkle sambal, yoghurt and hygienic tempe. In contrast, products that were perceived as traditional were also more liked, such as homemade sambal, ground seasoning, gudeg kendil, gudeg besek, tempe usar, and fresh coconut milk. Products that were in between modern and traditional were tempe ragi and boxed gudeg. We are interested in products that have some level of modernization. Thus, tempe (tempe usar, tempe ragi and hygienic tempe), sambal (homemade sambal, sambal in jar and sprinkle sambal), and gudeg (gudeg kendil, gudeg besek, boxed gudeg and canned gudeg) were chosen to further study perception with actual products. Overall, this study provided an overview of Indonesian consumer perception of some traditional Indonesian food products in different versions.
Original languageEnglish
Publication date2015
Publication statusPublished - 2015
EventPangborn - Svenska Massan, Gothenburg, Sweden
Duration: 23 Aug 201527 Nov 2015


LocationSvenska Massan

    Research areas

  • Faculty of Science - Indonesian traditional food, Internet survey, Multivariate data analysis

ID: 149035420