Developing marketing strategies to increase vegetable consumption

Abstract

Purpose -This study aims to examine factors that influence consumption of vegetables in the USA. Design/methodology/approach -Discrete choice methodology is used to measure the relative importance of health benefits and other attributes when choosing food to be eaten at home, cluster analysis to identify segments, and analysis of variance to analyze differences between clusters. Findings -The results show that, for food in general, nutrition and impact on weight are more important than value for money, ease of preparation and taste. However, for vegetables, while the nutrition and weight benefits are very positive factors, taste, cost and ease of preparation inhibit consumption. Results of the cluster analysis suggest that marketing strategies should be adapted for different consumer segments.Research limitations/implications -The sample size is fairly small -250. Practical implications -The results can be used to help food marketers increase consumption of vegetables. Social implications -More effective marketing of vegetables should increase consumption, enhancing consumer welfare and reducing health care costs. Originality/value -Discrete choice analysis has not previously been used in studies of this topic.

Fresh Produce Retail Price Comparisons in Trinidad and Tobago

“…If this information promotes the use of more science based pricing methods, for example cost-plus pricing, which results in lower prices of the fresh produce, the study would have served a useful purpose. As Darian & Tucci (2013) point out the most important factors that would make it more likely that the respondent would eat more vegetables are "If vegetables cost less" and "If vegetables tasted better". Helping to identify where cost savings can be had when purchasing vegetables should therefore be useful information for shoppers.…”

“…For fresh produce that a barrier to consumption is financial cost, to achieve the desired goal of increased purchase and consumption, some consideration should be given to interventions that focus on lowering the cost. Various studies have looked at marketing and or pricing strategies on the choice of food in general and vegetables specifically in developed countries, for example Darian & Tucci (2013);Waterlander et. al.…”

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“…The advantage of conjoint analysis over other analytical techniques is that it incorporates realistic trade-offs when measuring consumer preferences. (Darian, 2011) …”

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