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The Impact of Marketing on Obesity
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Transcript of The Impact of Marketing on Obesity
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Collin R. Payne, PhD
New Mexico State University
NMSU Consumer Behavior Lab
Deartment o! Mar"etin#
Giving Eaters a Nudge: The Impact ofMarketing on Obesity
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Who Are We?NMSU Consumer Behavior Lab
$htt%&&cobelab.nmsu.e'u&(
• )nternal *ssets%
• So!tware + ar'ware tailore' to consumer behavior
exeriments• -yetrac"in# so!tware + har'ware
• /irtual 0rocery Store Data Cature an' *nalysis
• -xternal *ssets%
• Collaborative Relationshi w& Pay N1 Save2tar#ets rural
oulations $345 stores in 67, NM, C8, *9(
• *ccess to Pay N1 Save1s -nterrise Resource Mana#ementSystem2i.e., can ull 'ata 'irectly
Downtown LC
http://images.google.com/imgres?imgurl=http://www.cs.nmsu.edu/lldap/CICLOPS06/index_files/nmsu.jpg&imgrefurl=http://www.cs.nmsu.edu/lldap/CICLOPS06/&usg=__fiJ1j_Pp12tr_fggsGndYRLN47Q=&h=1445&w=1500&sz=346&hl=en&start=3&sig2=qHwvq2oKBI_jhBnMwvapfA&tbnid=IFfkRgazX3Cc0M:&tbnh=145&tbnw=150&prev=/images?q=nmsu&gbv=2&hl=en&ei=PXZDS-S6MoHqtQP4h_SYBA
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Mihai Niculescu, PhD
New Mexico State UniversityMar"etin#
Davi' :ust, PhDCornell University
*lie' -conomics
Michael P ;elly, PhDChie! 0rant 8!!icer
Paso 'el Norte ealth
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=uic" > P1s o! Mar"etin# in the 0rocery Store $buyin# an' eatin# more(
Placement??
Promotion???
Price ??..
Pro'uct??
Why Grocery? Roughly !" o# all #oo$ %urchases ha%%en here
Giving Eaters a Nudge: The Impact ofMarketing on Obesity
&'D() *!+!) -oo$ C./ an$ 01%en$itures2 Ta3le +4)5 0co6nomic Research 'er7ice, &)') De%artment o# (griculture, Washington, D)C) (7aila3le
at htt%288www)ers)us$a)go789rie#ing8C./-oo$(n$01%en$itures8Data801%en$itures:ta7aia3les8ta3le+4)htm ;accesse$
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In a Nutshell
• 1. What is Shopper Marketing?
• 2. Improve Nutrition
• 3. Keep constant shopper budgets
• 4. Increase store proitabi!it"
• #. What$s ne%t?
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What is Shopper Marketing?
Finding out the HOW & WHY of shopping in the Grocery Store to
benefit retailer and consumer
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Shopper Marketing NutritionInterventions
1. Improve Nutrition (60% all food purchases)
.!eep constant shoppers" #udget
$.Increase store prota#ilit&
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1. Improve Nutrition
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01am%le o# /n$irect
;-ront o# %ackage La3eling=
01am%le o# Direct (ttem%t
;W/C %rogram=
01am%le o# Direct
;Nutritional .ro#iling=
1. Improve Nutrition'
irect and Indirect ttempts
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01am%le o# /n$irect
;-ront o# %ackage La3eling=
1. Improve Nutrition'
irect and Indirect ttempts
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Crucial -vents !or
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A)Commercial #irmsB natural res%onse to N-.2• 0ngage in #e$erally %rotecte$ commercial s%eech• Within gui$elines, em%hasie #oo$Bs relati7e health 3ene#it $own%laying
nutritional $etriments)
Crucial -vents !or
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Tra$e organiation ;grocery manu#acturer association=
-.s ;
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01am%le o# Direct
;Nutritional .ro#iling=
1. Improve Nutrition'
irect and Indirect ttempts
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1. Improve Nutrition'
irect and Indirect ttempts
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Results? ;Martin, *!!E, New York TimesF 'utherlan$,, aley, an$ -ischer *!+!=2
Food Increase
*at *ree Milk +1%*ruit ,-egeta#les
0%
ll morehealth&/
1.%
1. Improve Nutrition'
irect and Indirect ttempts
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Table 1. irect !ttempts "nfluencing Supermar#et Fresh Fruit and $egetable %urchases
Source &oo! Samp!e 'esu!t
(romotion
Sutherland et al. '(1() *utritional profiling+ ,-tier star-coded icons point-of- purchase Sales data 1/ stores )ect* unclear0 no specific data for fruit & eg2 but increase of star-coded items oer ' yrs 3 1.,45
6urhan 1478)isplay space2 price2 ne9spaper adertising2 location:uality Sales data 8 stores
)ect+ positie0 increased display space for all fruit and eg0 price for soft fruit0 adertising & primelocal on hard fruit and coo# egetable. p ; .'< used as criterion
Gittelsohn et al. '((7)
Out-of-store mass-media radio2 ne9spaper ads2ideo) and in-store demonstrations=taste tests=shelflabeling '/7
)ect+ mi>ed0 increase in purchasing of local egetables0 no difference for local fruit or importedegetables
)conomic
!nli#er et al. 14/4) Fruit & eg coupons 8/4 )ect* unclear0 74.15 used some coupons
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. !eep constant shoppers" #udget
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+!
Financial
"esources
Grocery #toreE$penditures
+ + +
. !eep constant shoppers" #udget
What sho%%ers use
Iow 'ho%%ers'%en$
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Grocery #toreE$penditures
+ +
• .lanne$ %urchases $eli3erati7e an$
committe$J K!" o# %urchases
. !eep constant shoppers" #udget
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Grocery #toreE$penditures
+ +
•-orgotten Nee$s &n%lanne$ wants•Consumers re%ort 3ringing money to
the store #or this %ur%ose
45A o! all
urchases
unlanne'
urchases
. !eep constant shoppers" #udget
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Grocery #toreE$penditures
+ +
•Go7ernment 3ene#it
ine##iciencies• ;**" o# -> W/C
3ene#it unuse$=
• ;only *!" 'N(. use$
#or ->=
. !eep constant shoppers" #udget
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Grocery #toreE$penditures
+ +e !ocus our Shoer Mar"etin#-!!orts here
•
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$. Increase store prota#ilit&
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Can %eo%le use nutrition #acts %anels an$
#acts u% #ront?5
This is what sho%%ers #ace
(n$ this
$. Increase store prota#ilit&
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2rocer& Stores Set Normative3urchasing 4ehavior
• 5hat if e set N7MS in the grocer& store for morenutritive foods8
4 01am%les
$. Increase store prota#ilit&
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9he :alf ;art
+) 'alient
*) 0asy to /nter%ret
A) 0asy to Com%are (gainst Current 9eha7ior
1
with 9rian
Wansink H Cornell&)
enny Ier3st H
Wake -orest &)
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1
9he :alf ;art
E"
.ro$uce
+!*"
->
Total .urchases
No Di##erence
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' *loorStickers(or Mats)
+) 'alient
*) 0asy to /nter%ret
A) 0asy to Com%are (gainst Current 9eha7ior
-ollow
green
arrow #or a
healthy
Owei#htP
-ollow
green arrow
#or your
OhealthP
-ollow
green
arrow #or a
healthy
OheartP
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' *loorStickers(or Mats)
+!"
.ro$uce
Total .urchases
No Di##erence
• ;ollection of 0?@6$$ person grocer&store transactions as dail& salesreports
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$' 2rocer& ;art3lacards
+) 'alient
*) 0asy to /nter%ret
A) 0asy to Com%are (gainst Current 9eha7ior
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$' 2rocer& ;art3lacards
+!"
.ro$uce
Total .urchases
No Di##erence
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-xamle >% Chea
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opper Marketing Nutrition Interventions
1. Improve Nutrition
.!eep constant shoppers" #udget$.Increase store prota#ilit&
Iow Di$ We Do?
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5hat"s ne=t8
1. NonBinvasive detection of carotenoids Cgrocer& store via palm scan
. Sales ;ircular ;onguration to #oost *,-purchases@ not #udgets.
$. ata 9ool to understand not onl& hat
purchased@ #ut also hat nutrients are purchased
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9hank &ouD
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7eferences• • lvareE F4@ 7iis F@ Salmon 5F. :B