Buywell: evaluation of a targeted marketing intervention to influence food purchasing behaviour by low income consumers

Buywell：评估有针对性的营销干预措施，以影响低收入消费者的食品购买行为

• 批准号: G0501271/1
• 负责人: Martine Stead
• 金额: $ 30.51万
• 依托单位: University of Stirling
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2006
• 资助国家: 英国
• 起止时间: 2006 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=G0501271%2F1
• 关键词: Buywell; evaluation; targeted; marketing; intervention

Whilst many factors influence diet, it has now been established that the marketing of food plays a significant role in determining what we eat and is implicated in the recent increase in levels of obesity. This project will assess the potential for reversing this effect; that is, for using marketing to encourage healthier eating. In collaboration with the Co-operative supermarket chain, researchers at Stirling, the Open and Dundee University will examine what happens when the tools of modern marketing - including price promotions, mail shots, and point of sale advertising ? are put behind healthy rather than unhealthy foods. Research will be conducted with customers to identify what sorts of marketing promotions would be most effective in encouraging them to buy healthier products. These promotions will then be used in a number of Co-operative food stores over a fixed period. The study will examine electronic point of sale (EPOS) data over several months to measure whether people?s shopping patterns are influenced during and after the marketing promotions. In addition, a survey of customers will be conducted to examine their views on and responses to the marketing promotions, and any impact this activity has on their knowledge and attitudes.

虽然许多因素影响饮食，但现在已经确定，食品的营销在决定我们吃什么方面起着重要作用，并与最近肥胖水平的增加有关。这个项目将评估扭转这种影响的潜力，也就是说，利用市场营销来鼓励更健康的饮食。斯特林、开放大学和邓迪大学的研究人员与合作连锁超市合作，将研究当现代营销工具--包括价格促销、邮寄照片和销售广告点--是健康食品而不是不健康食品。将与顾客进行研究，以确定哪种营销促销活动最能有效地鼓励他们购买健康产品。这些促销活动将在一段固定的时间内在一些合作食品商店使用。这项研究将检查电子点的销售（EPOS）数据在几个月内，以衡量人们是否？的购物模式受到影响期间和之后的市场促销活动。此外，本集团将进行客户调查，以了解彼等对市场推广活动的意见及反应，以及此活动对其知识及态度的任何影响。