Search results

Personalized price promotion (PPP) is a marketing instrument that addresses the limitations of untargeted promotions by tailoring the offers to individual customers based on their purchase histories. Current evidence on PPP is limited to its immediate effects on buying behaviors at grocery stores and food companies' economic benefits. Moreover, little is known about the role of consumer characteristics in determining how effectively this promotional tool works. Hence, we aim to assess the effectiveness of PPP in promoting healthy fast food and which consumer-specific factors affect its performance.

The authors conduct a laboratory experiment to examine the effects of personalized and non-personalized coupons for lower-calorie fast food menus on food and calorie selection. The coupon personalization is based on participants' menu choices, calorie needs and deal proneness. The authors additionally investigate how post-intervention changes are influenced by consumers' estimation of their selected calories, and their attitudes toward nutrition.

Recipients of personalized incentives are more likely than participants in the control group to redeem the offered coupons, select more healthy items and reduce their selected calories. Such changes are less likely among participants underestimating the calorie content of their menu choices and perceiving higher barriers to healthy eating. Personalized coupons perform better even among subjects receiving lower discounting levels than the control treatment.

As the first to evaluate the effectiveness of PPP in encouraging healthy food choices, this study highlights the potential of this cutting-edge price intervention and provides valuable implications for future research.

Nutritional disorders and unhealthy nutrition, which are recognised as the causes of many widespread health problems (overweight, obesity, diabetes, cardiovascular disease, cancer, etc.) have emerged as a significant problem that requires resolution. The purpose of this study is to influence dietary preferences and to reduce current health issues by using gamification as a social marketing tool. To this end, the decision-making processes affecting food choices in individuals based on calorific content were evaluated and the effectiveness of gamification in encouraging consumers to make lower-calorie choices was examined.

An experimental design was used to determine the effect of gamification on the dietary preferences of consumers. An independent factorial design (between groups) in which multiple variables were tested with different subjects was used to test the factors that were thought to affect the food choices made by the participants from gamified and non-gamified menus.

In Study 1, menus (gamified vs non-gamified) and nutritional consciousness (low vs high) had a significant main effect on the total calorie count of the selected foods. In Study 2, menus (gamified with prices vs non-gamified with prices) had a significant main effect on the total calorie count of the selected foods, while nutritional consciousness (low vs high) did not. A significant interaction was observed between menus and nutritional consciousness.

Gamification can be used as an important publicity tool for promoting public health using different influential factors such as price.

This study shows that people can change their food preferences positively through gamification. It shows further how people tend to evaluate the price of their food rather than the calorie count when making dietary preferences. Gamification can, therefore, be considered a promising social marketing tool for improving public health.

This study aims to examine consumers’ preferences among four calorie-reducing approaches – resizing, reformulation, substitution and elimination – and to understand what motivates consumers to order low-calorie food using the theory of planned behavior (TPB) as a model.

A conceptual model was developed based on the TPB with an additional construct of food choice motives. A total of 467 responses were collected. Descriptive statistics, multiple regression and ANOVA were used in the data analysis.

Consumers have a clear preference for substitution and elimination. The pattern that ingredients with higher calories were modified at a higher priority indicated that consumers might improve food decisions based on calorie information.

Restaurants should allow substitution or elimination of certain ingredients from menu items. Including more low-calorie sides will cost restaurants less than changing the main dish. A menu item on an entrée form is more amenable to modification for decreased calorie content as consumers have high taste expectations for popular traditional foods (e.g. burgers and pizza).

This is the first study to investigate consumers’ preferences among the four popular calorie-reducing approaches. A novel “Build Your Own Meal” approach was used in the questionnaire to allow the participants to choose from more than 150 ingredients, which compensated for personal preferences, thus mitigating possible limitations associated with studies of this kind, and was a good indicator of the participants’ actual ordering behavior.

In the last few decades, the obesity rate has increased along with the increasing of away-from-home food consumption at restaurants (Wei & Miao, 2013), especially the food consumption at quick-service restaurants (QSRs). Previous research stated that the main factors that influence the customers’ food selection are found. Price and quality of food are the most significant things that mostly concerned customers when they are in decision-making process. There is a controversial argument between several studies that identified calorie labelling on menu influences consumers on food choice, while others said vice versa. However, several studies argued that calorie information does not have as much impact on customers’ food purchasing as other factors such as food’s quality, ranges of food, price of food, restaurant’s atmosphere, and speed of food service (Carey & Genevive, 1995). The aim of this chapter is to examine the importance of representing calorie information on menu and its effects on customer decision-making especially at QSRs. Therefore, the following questions have been addressed in this chapter:

What are the factors that influence consumer choice at QSRs?

Does calorie labelling on menus impact customer purchasing at QSRs?

This chapter starts with the introduction of the topic and reviewing previous research on menu labelling and calorie information at QSRs. This chapter aims to provide a better understanding of customer decision-making when ordering a food with regard to calorie information on the menu and the customer preference.

One of the major technological changes in food products over the last decade has been the development of “lite” food and drinks. These products have become regular items of purchase and acceptance in UK diet. The principal areas of growth in the “lite” market have been in sugar‐free drinks and low fat foods. Whilst market growth has been stimulated by increased consumer awareness of diet and nutrition, consumers are being influenced by the image message associated with such products rather than a strict health message. Harmonisation of European food law after 1992, especially in respect of sweeteners, offers potential opportunities for further growth in “lite” markets. Fat replacers are likely to provide an area of future interest as long as concerns about the mass marketing of synthetic foods do not dampen the market.

The purpose of this paper is to report on a study that examines the sale and provision of healthy beverages across four sectors of the hospitality industry: restaurants, cafes, pubs and quick-service/takeaways. Specifically, the research investigates perceptions of demand for healthy products, challenges to distribution and strategies for increasing supply. In addition, business managers’ attitudes and behaviours with regard to offering healthy beverages, including probiotic beverages (i.e. kombucha, kefir, etc.), are explored, as these are among the fastest growing drinks category.

Data were collected in 2018 through 400 telephone interviews with hospitality business managers from Australia (n=250) and New Zealand (n=150). Data were analysed through SPSS and Stata using descriptive statistics and Probit regression, with a binary outcome variable of “sell/ do not sell” probiotics to consumers.

Results suggest that the business’ decision to sell healthy beverages is influenced by perceptions of consumer demand, profit margins, shelf life of the products and if locally produced.

The findings from this exploratory study present new insights on how hospitality firms respond to consumer demand for healthy options, and the factors influencing their decision to incorporate healthier beverages in their menus.

This paper aims to investigate inferences consumers make about organic and all-natural labeled products in both food and non-food contexts using the health halo effect as a theoretical foundation.

This paper uses three experiments to test the effects of organic and all-natural labeling across three product types, food, personal hygiene and household cleaning, while controlling for environmental attitudes.

The results of the experiments in the context of food, personal hygiene and household cleaning products suggest that both organic and all-natural labeling produce halo effects. Distinct findings are presented across the three product types.

Findings indicate that consumers may make unwarranted inferences about both organic and all-natural labeled products and demonstrates that the health halo effect is a potentially robust phenomenon, pervasive across a diverse array of products. This research used a crowdsourcing platform for sample recruitment. Future research should validate the results of these experiments with other sample types.

This research suggests that consumers may make similar unwarranted inferences for diverse products bearing organic and all-natural labels. These inferences are particularly intriguing given the differing regulatory requirements for the labels

Organic and all-natural labels are ubiquitous in both food and non-food products. However, research on either label primarily exists in a food context and has not directly compared the labels. Understanding the inferences consumers make based on the labels across product types is imperative for both marketing and public policy.

The sensory quality and yield of mozzarella cheese deteriorate as the fat content in milk is reduced. This study aims to evaluate the efficacy of sodium alginate as a fat replacer in low-fat buffalo mozzarella cheese on the basis of processing and storage (4 ± 1°C) quality.

Five treatments of buffalo mozzarella cheese, viz., control full-fat cheese (6.0 per cent milk fat; CFFC), control low-fat cheese (<0.5 per cent milk fat) without sodium alginate (CLFC), low-fat cheese with 0.1 per cent sodium alginate (LFC-1), 0.2 per cent sodium alginate (LFC-2) and 0.3 per cent sodium alginate (LFC-3), were comparatively evaluated.

Increase in the level of sodium alginate increased the percent yield of treated low-fat cheese than CLFC. Addition of sodium alginate to low-fat cheese resulted in decrease in hardness (p = 0.023) and chewiness than CLFC. Meltability was significantly decreased (p = 0.03) in low-fat cheese than CFFC. It was recorded as 1.5 ± 0.14 cm for CFFC to 0.2 ± 0.08 cm in LFC-3. Sensory panellists awarded LFC-3 highest and lowest to LFC-1; however, treated products at all selected levels were superior to CLFC. Oxidative stability and microbial stability were improved in LFC-3 than CFFC during storage.

Results concluded that 0.3 per cent sodium alginate is optimum for the development of extended shelf-life functional/low-fat/low-calorie buffalo mozzarella cheese.

Processing interventions can be successfully used to develop low-fat/low-calorie mozzarella cheese with acceptable sensory attributes and longer storage life.