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Public Health Nutr. 2011 Dec;14(12):2220-6. doi: 10.1017/S1368980011001637. Epub 2011 Jul 14.

Consumer food choices: the role of price and pricing strategies.

Author information

  • 1Department 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.

PMID:
21752312
[PubMed - indexed for MEDLINE]
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