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Retail advertising of healthy food c...

So, Jonathan.

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Retail advertising of healthy food choices---does income segmentation matter?

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Retail advertising of healthy food choices---does income segmentation matter?/
作者:	So, Jonathan.
面頁冊數:	144 p.
附註:	Source: Masters Abstracts International, Volume: 49-02, page: 0857.
Contained By:	Masters Abstracts International49-02.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MR67761
ISBN:	9780494677612

Retail advertising of healthy food choices---does income segmentation matter?
So, Jonathan.

Retail advertising of healthy food choices---does income segmentation matter? - 144 p.

Source: Masters Abstracts International, Volume: 49-02, page: 0857.

Thesis (M.Sc.)--University of Guelph (Canada), 2010.

There is consensus that fresh fruits and vegetables are an important element of healthy food choices; yet the majority of Canadians do not consume the required 5 to 10 servings per day, with low-income households consuming less than high-income households. Further, since the retail banners of the three dominating supermarket chains account for roughly half of all food retail sales in Canada, the impact of their advertising on consumer choice can be assumed significant. The objective of the study is thus to determine whether retailers' advertising intensities for fresh fruits and vegetables reflect these differences in consumption between income segments.

ISBN: 9780494677612Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Retail advertising of healthy food choices---does income segmentation matter?
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520 $a There is consensus that fresh fruits and vegetables are an important element of healthy food choices; yet the majority of Canadians do not consume the required 5 to 10 servings per day, with low-income households consuming less than high-income households. Further, since the retail banners of the three dominating supermarket chains account for roughly half of all food retail sales in Canada, the impact of their advertising on consumer choice can be assumed significant. The objective of the study is thus to determine whether retailers' advertising intensities for fresh fruits and vegetables reflect these differences in consumption between income segments.
520 $a The analysis compares advertising intensities for fresh fruits and vegetables in print flyers between four retail banners in Guelph, Ontario; two catering to lower-income, two catering to higher income households. The content of each food ad in 49 weeks of flyers was coded for size, in-flyer position and specific messages and then condensed into weekly indices of advertising intensities of general attention by count or size; price promotions by count and Ontario origin by count. Opposite to expectations, retail banners catering to low-income households were found to advertise fresh fruits and vegetables more intensely than high-income catering banners did. Also in contrast to expectations, no significant differences in the use of claims of Ontario origin or the Foodland Ontario logo were found between retail banners.
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