Progress 10/01/06 to 12/31/10
Outputs
OUTPUTS: Outcomes desribed the most frequently consumed vegetables, their preceived quality, and the perceptions of prices. Respondents indicated a williness to pay a premium for organically produced vegetables. Women were the main purchasers of vegetables and they shopped most often in "American" grocery stores but ethnic grocers were also visited. Ses, marital status, age, country of origin, and educational level of respondents did not vary with perceptions of frequency, quality or price. Quality was the main determiner of purchases. Outcomes identify niche opportunities for farmers to produce for local markets where Asians shop. PARTICIPANTS: Larry E. Miller, Professor, Department of Human and Community Resource Development, CFAES, OSU. Hsu, Chia-Chien, Alumni, HCRD, CFAES, OSU. TARGET AUDIENCES: The outcomes of the study can aid engagement activities between Asian consumers and niche producers. Providers of vegetables for local consumers may desire to seek engagement with Asian consumers to provide locally-produced vegetables of high quality to meet their needs and to expand the income generating opportunties for the producer. The Piketon research station may wish to examine what enterprises related to Asian vegetable production have relevance for Ohio producers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
A popular agricultural newspaper published a lead story about the study and how consumer needs could assist local producers in identifying niche crops. The summer of 2010 has witnessed an increase in comsumer interest in locally produced and organic produce. For the Asian consumer, this study identifies those crops that are most likely to find a need on the part of consumers. The study also provides opportunities for agricultural commodity groups to identify the Asian community as a collaborator in providing advice to aid in niche production. Agricultural researchers may wish to conduct further research to identify varieties that are appropriate for local conditions. The impact on the Asian community of being able to procure organically and locally produced vegetables would aid consumers and restaurant operators. Thus, farmers and consumers should both benefit.
Publications
- Miller, L. E. & Hsu, C. C. Consumption of Asian Vegetables and Its Relation to Perceived Quality and Price, Journal of Extension, In Review, 2010.
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Progress 01/01/09 to 12/31/09
Outputs
OUTPUTS: The final report for the data collected in Franklin County has been prepared. These data were generated from a purposeful sample (n=190)of Asians who were available through various educational and religious organizations. Purposeful sampling was necessary since a frame of Asians in Franklin County did not exist. The subjects were primarily Chinese, Taiwanese and Korean with a small number from Vietnam, Malaysia, Cambodia, and Japan. PARTICIPANTS: Work during the year was conducted by the PI and one recent graduate of the program. TARGET AUDIENCES: The outcomes of the study can aid engagement activities between Asian consumers and niche producers. Providers of vegetables for local consumers may desire to seek engagement with Asian consumers to provide locally-produced vegetables of high quality to meet their needs and to expand income generating opportunities for the producer. The Piketon research station may wish to examine what enterprises related to Asian vegetable production have relevance for Ohio producers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
Outcomes describe the most frequently consumed vegetables, the perceived quality of those vegetables and the perceptions of the prices paid for the vegetables. Respondents indicated a willingness to pay a premium for organically produced vegetables. Women were indicated to be the principal person from a family who purchases vegetables and they shopped most often in "American grocery stores," but ethnic grocers were also frequented. Sex, marital status, age, country of origin, and educational level of subjects did not vary with perceptions of frequency of purchase, quality or price. For the eight most commonly purchased vegetables, quality was not a determiner of comsumption frequency. Price and quality did relate to consumption of golden mushrooms. The PI was interviewed by one popular agricultural publication in Ohio and a story resulted. The most frequently consumed vegetables were Nappa cabbage, ginger, Chin Chiang/Shanghai cabbage, and mushrooms. Vegetables perceived to have below aveage quality were yam leaves, bamboo shoots, bitter melon, lotus root and vegetable sponge. High priced vegetablew were garlic sprout, kong shin choy, sponge, bamboo shoot, tung ho, and lotus root. Frequently purchased, low quality and high priced offer particular opportunities as niche products.
Publications
- No publications reported this period
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Progress 01/01/08 to 12/31/08
Outputs
OUTPUTS: Data have been collected and analyzed for Franklin County, OH, and the final report for the county has been drafted with final editing underway. The study focused on Asians from China, Taiwan and Korea because of the small number of subjects available form other ethnic groups, e.g., Vietnamese, Cambodian, Japanese. Conclusions from this analysis will now permit scholarly publications to be generated. Data have indicated the most frequently consumed Asian vegetables, those that are perceived to be of hightest quality and those considered to be more costly than desired. Asia residents indicated preferences for organically produced produce and indicated a willingness to pay more for them. Females were the principle person in a family shopping for vegetables and they shopped most often in American grocery stores but ethnic stores also garnered support. Sex, marital status, age, country of origin, and educational level did not vary with perceptions of quality, or price. Quality was not a determining factor in consumption frequency on eight most commonly purchased vegetables but as they perceived price to increase then the likelihood of purchasing decreased. Perceived price and quality did related to consumption frequency of golden mushrooms. PARTICIPANTS: Work was conducted by the PI with the assistance of some student volunteers who were Asian and who had access to large groups of Asian residents through student, civic or religious organizations. TARGET AUDIENCES: With the completion of the Franklin County survey segment of the study, new knowledge can be transmitted to those engaged in outreach and engagement. Also, knowledge about the vegetables preferred may inform the research community about what areas have market potential for Ohio producers. PROJECT MODIFICATIONS: Random selection of participants was not possible due to the absence of complete frames; therefore, purposeful sampling was employed. Given the limitations on funding, locations investigated will be limited to Franklin County.
Impacts
Those Asian vegetables that are most frequently consumed identify niche areas that could be filled by Ohio producers, particularly those who sell through fresh (farmers' markets) or those who can connect with wholesalers who are designated as those who supply locally-grown produce. However, one should note that traditional and ethnic grocery stores were still the primary point of purchase. Producers may wish to also concentrate on those vegetables where consumption is high but quality is perceived to be low and price is perceived to be high in order to provide needed produce of higher quality and more desireable prices. Producers will want to consider organically produced vegetables as study participants indicate this was their preference and they were willing to pay more for such products. Women continued to be the primary vegetable shopper; thus, advertising might be focused upon them. Agronomic researchers will want to identify the most desired vegetables varieties in order to have recommendations to make to producers.
Publications
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Progress 01/01/07 to 12/31/07
Outputs
OUTPUTS: Frames of Asian residents were not accessible. Therefore, the sampling procedure of the project needed to be altered to premit purposive sampling of groups available to the researcher. This necessitated IRB approval. Furthermore, OSU student volunteers were recruited to assist with collecting the data and they had to be trained during the year. Data collection was organized during the year for actual data collection to being in early 2008. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Modifications are noted above.
Impacts
When results are summarized, the research community will have a better insight into the preferences of Asians in the selection of vegetables. The unavailability of certain vegetables of high quality could indicate potential niche markets available to Ohio producers. The recent focus on locally-produced produce can greatly enhance the potential opportunities for Ohio farmers.
Publications
- No publications reported this period
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