The Impact of Marketing on Obesity

8/20/2019 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=




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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=




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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.%




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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

+ + +


What sho%%ers use

Iow 'ho%%ers'%en$


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+ +

• .lanne$ %urchases $eli3erati7e an$

committe$J K!" o# %urchases



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+ +

•-orgotten Nee$s &n%lanne$ wants•Consumers re%ort 3ringing money to

the store #or this %ur%ose

45A o! all

urchases

unlanne'

urchases



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+ +

•Go7ernment 3ene#it

ine##iciencies• ;**" o# -> W/C

3ene#it unuse$=

• ;only *!" 'N(. use$

#or ->=



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+ +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



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2rocer& Stores Set Normative3urchasing 4ehavior

• 5hat if e set N7MS in the grocer& store for morenutritive foods8

4 01am%les



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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



-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




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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

The Impact of Marketing on Obesity

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