Ingrid H M Steenhuis1, Wilma E Waterlander, Anika de Mul. 1. Department of Health Sciences and the EMGO Institute for Health and Care Research, VU University Amsterdam, De Boelelaan 1085, 1081 HV Amsterdam, The Netherlands. ingrid.steenhuis@falw.vu.nl
Abstract
OBJECTIVE: To study differences in the role of price and value in food choice between low-income and higher-income consumers and to study the perception of consumers about pricing strategies that are of relevance during grocery shopping. DESIGN: A cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinion on pricing strategies were measured. SETTING: The study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens. SUBJECTS: Adults (n 159) visiting a point-of-purchase setting were included. RESULTS: Price is an important factor in food choice, especially for low-income consumers. Low-income consumers were significantly more conscious of value and price than higher-income consumers. The most attractive strategies, according to the consumers, were discounting healthy food more often and applying a lower VAT (Value Added Tax) rate on healthy food. Low-income consumers differ in their preferences for pricing strategies. CONCLUSIONS: Since price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.
OBJECTIVE: To study differences in the role of price and value in food choice between low-income and higher-income consumers and to study the perception of consumers about pricing strategies that are of relevance during grocery shopping. DESIGN: A cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinion on pricing strategies were measured. SETTING: The study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens. SUBJECTS: Adults (n 159) visiting a point-of-purchase setting were included. RESULTS: Price is an important factor in food choice, especially for low-income consumers. Low-income consumers were significantly more conscious of value and price than higher-income consumers. The most attractive strategies, according to the consumers, were discounting healthy food more often and applying a lower VAT (Value Added Tax) rate on healthy food. Low-income consumers differ in their preferences for pricing strategies. CONCLUSIONS: Since price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.
Authors: Karla L Hanson; Jennifer Garner; Leah M Connor; Stephanie B Jilcott Pitts; Jared McGuirt; Raiven Harris; Jane Kolodinsky; Weiwei Wang; Marilyn Sitaker; Alice Ammerman; Rebecca A Seguin Journal: J Nutr Educ Behav Date: 2018-10-06 Impact factor: 3.045
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