43
44 Statistics
How often do you consume refreshments?
CONSIDERING YOUR BUYING CONDITIONS,
HAVE YOUR CONSUMPTION
INCREASED IN THE LAST
YEARS?
Which months of the year do you
consume more REFRESHMENT
S?
What is the reason of your preference
in stevia REFRESHMENT
S ?
WHAT ARE YOUR ACTIVITY CONNECTING with refreshment CONSUMPTION?
N Valid 120 120 120 120 119
Missing 0 0 0 0 1
45 Statistics
What type of refreshment do you consume more
often?
DO YOU KNOW THE PROPERTIES OF THE DIFFERENT
SPECIES OF GLYCANTIC SUBSTANCES?
WHAT EFFECTS HAVE TO CREATE YOUR
NEED TO CONSUME REFRESHMENT
S? THE NOTIFICATION
OF THEIR PROPERTIES THROUGH THE
TELEVISION ADVERTISING
SPONSORS?
How much often do you buy refreshments?
How much money (approximately) do
you spend per month for buying
refreshments?
N Valid 120 120 120 120 120
Missing 0 0 0 0 0
Statistics
WHEN YOU WANT TO BUY REFRESHMENTS FOR USE IN THE HOUSE, WHAT SHOPS DO YOU
REPRESENT?
How much possible is to order refreshment with stevia when you visit a café or a bar?
DO YOU consider expensive about THE
CONSUMPTION COST OF refreshments, in
muscle places (CONSIDERED AVERAGE COST PER AREA OF 2,5 € -
4 €)?
How many refreshments or coffees
do you consume in a daily basis?
N Valid 120 120 120 0
Missing 0 0 0 120
46
Frequency Tables
Demographics
Concerning the answers about demographics information, we have 60 men and 60 women that filled the questionnaire. This fact is very positive as we have an absolute balance in gender variable.
gender
Frequency Percent Valid Percent
Cumulative Percent
Valid man 60 50,0 50,0 50,0
woman 60 50,0 50,0 100,0
Total 120 100,0 100,0
47
Figure 1- Gender
48 Age
Figure 2- Age categories of the participants
Place of Residence
Participants of the survey originate from many different places of Greece, such as Athens, Thessaloniki, Patra, Kalamata, Ioannina and generally from north and south Greece. This contributes positively to present survey, because the answers represent the opinion of whole Greece.
49 Place of residence
Frequency Percent Valid Percent
Cumulative Percent
Valid ΑΘΗΝΑ 30 25,0 25,0 25,0
ΑΙΓΙΟ 4 3,3 3,3 28,3
ΑΜΑΛΙΑΔΑ 1 ,8 ,8 29,2
ΑΡΑΧΩΒΙΤΙΚ 1 ,8 ,8 30,0
ΑΡΓΟΣ 1 ,8 ,8 30,8
ΒΟΙΩΤΙΑ 1 ,8 ,8 31,7
ΒΟΛΟΣ 1 ,8 ,8 32,5
ΔΙΑΚΟΠΤΟ 7 5,8 5,8 38,3
ΘΕΣΣΑΛΟΝΙΚ 3 2,5 2,5 40,8
ΘΗΒΑ 1 ,8 ,8 41,7
ΙΩΑΝΝΙΝΑ 2 1,7 1,7 43,3
ΚΑΛΑΜΑΤΑ 4 3,3 3,3 46,7
ΚΙΑΤΟ 1 ,8 ,8 47,5
ΚΟΖΑΝΗ 1 ,8 ,8 48,3
ΚΟΡΙΝΘΟΣ 3 2,5 2,5 50,8
ΛΑΜΙΑ 2 1,7 1,7 52,5
ΛΕΧΑΙΝΑ 1 ,8 ,8 53,3
ΛΙΒΑΔΕΙΆ 2 1,7 1,7 55,0
ΜΕΛΙΓΑΛΑΣΑ 1 ,8 ,8 55,8
ΜΕΣΣΗΝΗ 1 ,8 ,8 56,7
ΝΑΥΠΑΚΤΟΣ 1 ,8 ,8 57,5
ΝΑΥΠΛΙΟ 1 ,8 ,8 58,3
ΝΕΑ ΚΙΟΣ 1 ,8 ,8 59,2
ΞΑΝΘΗ 1 ,8 ,8 60,0
ΠΑΡΓΑ 1 ,8 ,8 60,8
ΠΑΤΡΑ 41 34,2 34,2 95,0
ΠΕΙΡΑΙΑΣ 1 ,8 ,8 95,8
ΣΕΡΡΕΣ 1 ,8 ,8 96,7
ΣΠΑΡΤΗ 1 ,8 ,8 97,5
ΧΑΛΚΙΔΑ 3 2,5 2,5 100,0
Total 120 100,0 100,0
50
Figure 3- Place of Residence
51
As for the marital status, one major part if the sample (57 %) is married, another 35% is single, and smaller percentages of the sample has other marital status.
Marital status
Frequency Percent Valid Percent
Cumulative Percent
Valid married 69 57,5 57,5 57,5
divorced 7 5,8 5,8 63,3
single 42 35,0 35,0 98,3
other 2 1,7 1,7 100,0
Total 120 100,0 100,0
Figure 4- Marital status
52
An important percentage of the sample has finished only high school (41%), 30% has finished university and 27% possesses a master degree.
Education level
Frequency Percent Valid Percent
Cumulative Percent
Valid high school 50 41,7 41,7 41,7
university-bachelor 37 30,8 30,8 72,5
master degree 33 27,5 27,5 100,0
Total 120 100,0 100,0
Figure 5- Education Level
53 Brand prefer
Among light soft drinks, there are three four types of refreshments with no sugar or stevia that Greek consumers prefer the most. It is worth to mention that these four types belongs to the same brand, “coca- cola”. Also some less important consumption is observed in “Loux” brand, EPSA, and VIKOS soft drinks. Also, it is interesting that 95% of the correspondents consume at least one brand of light soft drink.
BETWEEN THE known light refreshment in the market WHICH of them do you consume most often
Frequency Percent Valid Percent
Cumulative Percent
Valid Green cola 22 18,3 18,6 18,6
coca cola zero 35 29,2 29,7 48,3
coca cola light 18 15,0 15,3 63,6
coca cola stevia 10 8,3 8,5 72,0
LOYX COLA PLUS N’LIGHT 10 8,3 8,5 80,5
EPSA Cola Light 6 5,0 5,1 85,6
VIKOS COLA STEVIA 8 6,7 6,8 92,4
pepsi twist 2 1,7 1,7 94,1
None of the above 7 5,8 5,9 100,0
Total 118 98,3 100,0
Missing System 2 1,7
Total 120 100,0
54
Figure 6- Brand preference of soft drinks
In Greece, soft drinks’ consumption is anticipated high from other researches of the past. This is confirmed also from our research, as 50% of the participants consume 2-3 times per week, and 20% participants consume soft drinks more than 3 times per week another 13% consume once a month. Only 15% of the participants don’t consume soft drinks.
55
How often do you consume refreshments?
Frequency Percent Valid Percent
Cumulative Percent
Valid 1 time per week 1 ,8 ,8 ,8
2-3 times per week 59 49,2 49,2 50,0
more than 3 times per week 25 20,8 20,8 70,8
once a month 16 13,3 13,3 84,2
never 19 15,8 15,8 100,0
Total 120 100,0 100,0
Figure 7- Frequency if consumption of soft Drinks
56 Did consumption of soft drinks increased or not?
It is interesting the fact that soft drinks consumption in Greece has been increased. 35%
of the correspondents answered that they have increased their consumption last years.
CONSIDERING YOUR BUYING CONDITIONS, HAVE YOUR CONSUMPTION INCREASED IN THE LAST YEARS?
Frequency Percent Valid Percent
Cumulative Percent Valid yes, I have increased my
consumption
43 35,8 35,8 35,8
No, I consume the same as before
77 64,2 64,2 100,0
Total 120 100,0 100,0
57
Figure 8- Increased consumption of soft drinks In Greece
58
As it was expected, consumptions in summer months is a bit higher than consumption during other moths of the year. 52% of correspondents answered that in summer time they consume more soft drinks.
Which months of the year do you consume more REFRESHMENTS?
Frequency Percent Valid Percent
Cumulative Percent
Valid winter months 7 5,8 5,8 5,8
summer 62 51,7 51,7 57,5
all months of the year 51 42,5 42,5 100,0
Total 120 100,0 100,0
59
Figure 9- Consumption of soft drinks during the year
Why Greek consumers of soft drink prefer soft drinks with stevia?
43% of Greek consumers participants, choose soft drinks with stevia in order to decrease consumption of sugar. Less important reasons of stevia preference in soft drinks is that they believe that stevia is part of a healthier diet or that they consider it just as an alternative drink.
60
What is the reason of your preference in stevia REFRESHMENTS ?
Frequency Percent Valid Percent
Cumulative Percent Valid I want to decrease consumption
of sugar
52 43,3 43,3 43,3
is part of a healthier diet 20 16,7 16,7 60,0
it is an alternative drink 19 15,8 15,8 75,8
I have never drink refreshment with stevia
6 5,0 5,0 80,8
it is a trend , modern way of drinking
19 15,8 15,8 96,7
none 4 3,3 3,3 100,0
Total 120 100,0 100,0
61
Figure 10- Reasons of preference of soft drinks
62 Activity connected with soft drink consumption.
Quite many correspondents (40%) answered that they have connected the consumption of soft drinks with family celebrations, or during sitting at home generally (26%). Only 4% of the sample answered that they never consume soft drink.
WHAT IS YOUR ACTIVITY CONNECTING with refreshment CONSUMPTION?
Frequency Percent Valid Percent
Cumulative Percent
Valid exit to dining areas 22 18,3 18,5 18,5
home 32 26,7 26,9 45,4
at work 11 9,2 9,2 54,6
family circumstances, celebrations etc.
49 40,8 41,2 95,8
never 5 4,2 4,2 100,0
Total 119 99,2 100,0
Missing System 1 ,8
Total 120 100,0
63
Figure 11- Connection of soft drinks and activities
64
What type of refreshment do you consume more often?
40% of participants consume soft drink with stevia, and other 40% consume normal type of soft drinks. A small percentage of the Greek consumers (15%) drink soft drink with sweeteners (except stevia).
What type of refreshment do you consume more often?
Frequency Percent Valid Percent
Cumulative Percent
Valid normal type 48 40,0 40,0 40,0
with stevia 49 40,8 40,8 80,8
with aspartame 5 4,2 4,2 85,0
with other sweeteners 18 15,0 15,0 100,0
Total 120 100,0 100,0
65
Figure 12- Consumption of different type of soft drinks
66
Knowledge of Greek People about sweeteners substances?
It seems that most of the Greek people (55%) are not aware about the glycantic substances and their properties.
DO YOU KNOW THE PROPERTIES OF THE DIFFERENT SPECIES OF GLYCANTIC SUBSTANCES?
Frequency Percent Valid Percent
Cumulative Percent
Valid yes 53 44,2 44,2 44,2
no 67 55,8 55,8 100,0
Total 120 100,0 100,0
67
Figure 13- Knowledge of Greek consumers about glycantic substances
68 Advertisement effect in consumers of soft drinks
Advertisements of soft drinks on TV seems to have quite big effect, as 40% of
correspondents answered. However, another 40% of the sample answered that there is no effect on them
WHAT EFFECTS HAVE TO CREATE YOUR NEED TO CONSUME REFRESHMENTS? THE NOTIFICATION OF THEIR PROPERTIES
THROUGH THE TELEVISION ADVERTISING SPONSORS?
Frequency Percent Valid Percent
Cumulative Percent
Valid vety big effect 13 10,8 10,8 10,8
quite big effect 48 40,0 40,0 50,8
none 59 49,2 49,2 100,0
Total 120 100,0 100,0
69 -
Figure 14- Advertisements effect of soft drinks on Greek buy behavior
70 Frequency of buying soft drinks
An important part of the participants (47%) buys soft drinks once a week, 31% buy soft drinks once in 15 days, while 20% buy soft drinks once a month
How much often do you buy refreshments?
Frequency Percent Valid Percent
Cumulative Percent
Valid once a month 25 20,8 20,8 20,8
once in 15 days 38 31,7 31,7 52,5
once a week 57 47,5 47,5 100,0
Total 120 100,0 100,0
71
Figure 15- Frequency of buing soft drinks
72
How much money (approximately) do you spend per month for buying refreshments?
Frequency Percent Valid Percent
Cumulative Percent
Valid < 5 euro 38 31,7 31,7 31,7
5-15 22 18,3 18,3 50,0
>15 54 45,0 45,0 95,0
I don’t buy refreshments every month
3 2,5 2,5 97,5
5 3 2,5 2,5 100,0
Total 120 100,0 100,0
73
Figure 16- Spends on buying soft drinks
Places to buy soft drinks
Most Greek (51%) consumers prefer to buy soft drinks in super markets, while 34% buy soft drinks from mini markets. Smaller percentages of the participants buy refreshments from kiosks or other small shops.
74
WHEN YOU WANT TO BUY REFRESHMENTS FOR USE IN THE HOUSE, WHAT SHOPS DO YOU REPRESENT?
Frequency Percent Valid Percent
Cumulative Percent
Valid mini market 41 34,2 34,2 34,2
super market 62 51,7 51,7 85,8
kiosks (periptera) 16 13,3 13,3 99,2
small shops 1 ,8 ,8 100,0
Total 120 100,0 100,0
Figure 17- Place where Greek consumers buy soft drinks
75 Stevia consumption in coffee shops or bars
While Greek people prefer consumption of soft drink with stevia, however the majority rarely consumes soft drink with stevia at cafes or bars (76%). Only 8% of the participants answered that it is quite likely to order refreshments with stevia. Consumer’s behavior of consuming soft drinks, seems to differentiate outside of Greek consumer’s home.
Therefore,
How much possible is to order refreshment with stevia when you visit a café or a bar?
Frequency Percent Valid Percent
Cumulative Percent
Valid never 18 15,0 15,0 15,0
rarely 92 76,7 76,7 91,7
Quite likely 10 8,3 8,3 100,0
Total 120 100,0 100,0
76
Figure 18- Possibility of ordering soft drinks with stevia at coffee shops or bars
The majority of Greek consumers (77) believe that soft drinks in places like coffee shops or at bars are expensive. This can be confirmed due to the fact that in recent years, taxes of Greek governments were increased and consequently, prices in coffee shops and bars were also increased. However, this is not only the basic reason, since Greek coffee shops and bars have not fixed price. For example, in the same city, a bar may sell o soft drink 3 euro and another 5 euro.
77
DO YOU consider expensive about THE CONSUMPTION COST OF refreshments, in muscle places (CONSIDERED AVERAGE COST PER AREA OF 2,5 € -4 €)?
Frequency Percent Valid Percent
Cumulative Percent
Valid yes it is expensive 93 77,5 77,5 77,5
no, I think it is affordable 27 22,5 22,5 100,0
Total 120 100,0 100,0
Figure 19- Perception of the cost of soft drinks
78
Independence t-tests
As for the connection of gender and the frequency of consumption of soft drinks there is no significant importance
Group Statistics
gender N Mean Std. Deviation Std. Error Mean How often do you consume
refreshments?
man 60 2,87 1,157 ,149
woman 60 3,02 1,127 ,146
Independent Samples Test
Levene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig.
(2- tailed)
Mean Difference
Std. Error Difference
95% Confidence Interval of the
Difference Lower Upper How often do
you consume refreshments?
Equal variances assumed
,000 ,984 - ,719
118 ,473 -,150 ,209 -,563 ,263
Equal variances not assumed
- ,719
117,922 ,473 -,150 ,209 -,563 ,263
Connection of gender and the of consumption increased or not of soft drinks
79
Also, considering variable gender and variable consumption, there is no significant difference
Group Statistics
gender N Mean Std. Deviation Std. Error Mean CONSIDERING YOUR
BUYING CONDITIONS, HAVE YOUR
CONSUMPTION
INCREASED IN THE LAST YEARS?
man 60 1,68 ,469 ,061
woman 60 1,60 ,494 ,064
Type of consumption and gender
Concerning type of soft drink consumption there is a small significance as women consume more often soft drinks comparing to men.
Group Statistics
gender N Mean Std. Deviation Std. Error Mean
What type of refreshment do you consume more often?
man 60 1,67 ,816 ,105
woman 60 2,22 1,136 ,147
80
Independent Samples Test
Levene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df
Sig.
(2- tailed)
Mean Difference
Std. Error Difference
95%
Confidence Interval of the
Difference Lower Upper What type of
refreshment do you consume more often?
Equal variances assumed
5,827 ,017 - 3,045
118 ,003 -,550 ,181 -,908 -,192
Equal variances not assumed
- 3,045
107,101 ,003 -,550 ,181 -,908 -,192
81
Connection “Consumption of type of drink” and “knowledge about glycantic substances”
As it was expected, consumers who know the difference between the glycantic substances that soft drinks contain seems that prefer most of soft drinks with stevia, while consumers who don’t know the differences in substances, prefer more normal type of soft drinks, as the table below presents.
DO YOU KNOW THE PROPERTIES OF THE DIFFERENT SPECIES OF GLYCANTIC SUBSTANCES? * What type of refreshment do you consume more often? Crosstabulation
Count
What type of refreshment do you consume more often?
Total normal type with stevia with aspartame
with other sweeteners DO YOU KNOW THE
PROPERTIES OF THE DIFFERENT SPECIES OF GLYCANTIC
SUBSTANCES?
yes 19 29 2 3 53
no 29 20 3 15 67
Total 48 49 5 18 120
82 Connection “advertisement effect” and “gender”
Many researches have shown advertisements affects more women than men. In our survey this is confirmed, as Woman stated that advertisements of soft drinks affect them more than men
Gender * WHAT EFFECTS HAVE TO CREATE YOUR NEED TO CONSUME REFRESHMENTS? THE NOTIFICATION OF THEIR
PROPERTIES THROUGH THE TELEVISION ADVERTISING SPONSORS? Crosstabulation
Count
WHAT EFFECTS HAVE TO CREATE YOUR NEED TO CONSUME REFRESHMENTS? THE NOTIFICATION OF THEIR PROPERTIES THROUGH THE TELEVISION ADVERTISING
SPONSORS?
Total vety big effect quite big effect none
gender man 4 22 34 60
woman 9 26 25 60
Total 13 48 59 120
83