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Shopper marketing nutrition interventions.

Collin R Payne1, Mihai Niculescu1, David R Just2

  • 1New Mexico State University, United States.

Physiology & Behavior
|April 15, 2014
PubMed
Summary
This summary is machine-generated.

Improving grocery store food choices is key to healthier living. This study introduces shopper marketing interventions targeting unplanned fruit and vegetable purchases, promoting better nutrition without budget increases.

Keywords:
Behavioral economicsFruit and vegetable purchasesGrocery storeNutrition interventionsShopper marketingSocial norms

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Area of Science:

  • Consumer Behavior
  • Nutritional Science
  • Retail Marketing

Background:

  • Majority of food purchases occur in grocery stores.
  • Decreasing nutrition quality of population's food intake necessitates interventions.
  • Understanding shopper financial resources and allocation is crucial.

Purpose of the Study:

  • To identify a conceptual framework for shopper marketing nutrition interventions.
  • To target unplanned fruit and vegetable purchases using "slack" (willingness to spend minus list items).
  • To promote retailer economic benefits and shopper budget neutrality.

Main Methods:

  • Detailed financial resources available to shoppers (income, government assistance).
  • Explained financial resource allocation (planned, unplanned, error).
  • Proposed in-store marketing interventions (modifying carts, floors) for fruits and vegetables.

Main Results:

  • Preliminary evidence shows increased fresh fruit and vegetable purchases.
  • Evidence suggests shopper budget neutrality was maintained.
  • Measurement tools for shopper behavior, purchases, and consumption were detailed.

Conclusions:

  • Shopper marketing nutrition interventions can increase fruit and vegetable purchases.
  • These interventions can be budget-neutral for shoppers.
  • Theoretical, practical, and policy implications for in-store nutrition interventions were addressed.