Role of Nutrition Information is Influencing Consumer Choice - Essay Example

?Module RESEARCH PROPOSAL: Role of Nutrition Information in influencing Consumer Choice Registration Number Degree Word Count: 2035 Introduction Recent developments have seen a shift in consumer perceptions on the food they consume based on the information availed to them in product packaging, chain branding, advertisements and other communication media. Although there has been an improvement in labelling of food products, with ingredients and possible health effects shown on the product label, many consumers still do not consider the writings on the labels. Manufacturers attempt to illustrate the ingredients of their products and possible effects on health, though many customers usually do not trust the labels due to the unstandardized nature by which they are written. Obesity rates have more than tripled, and though studies differ in their findings on the extent of obesity in the country, all are in agreement that it is a matter of concern that should be addressed urgently to curb further aggravation of the situation. Food consumption and reduced physical activities in daily lives have taken the greatest blame for the increased number of overweight and obese children and adults. Reduced activity makes people to spend fewer calories than they used to, a situation that is made worse by the proliferation of processed foods in retail outlets. These processed foods usually have high calorie levels in terms of fat and carbohydrate content. Therefore, for the labels to have any effect on customer consumption they must be truthful on food content and the customers must understand the implications of the information offered (Hassan, Shiu and Michaelidou, 2010). On the other hand, research has revealed that some of the preservatives, colorants, artificial tastes and other ingredients are harmful to health. However, safer alternatives have not been made for these ingredients and manufacturers still use them despite the evidence of their tendency to predispose people to cancers among other ailments. Regulations require manufacturers should indicate on labels of commercial foods pertinent information about the source, contents and other factors that may affect a customer’s choice for the product. This proposal is for a study that aims to find out the level of awareness on the importance of labels on food products, and identify the factors that customers consider before purchasing a food product based on its label (Verduin, Agarwal and Waltman, 2005). Aim and Objectives The aim of the project is to understand the relationship of buying habits for food products as influenced by product labels. The objectives of the study include: To examine the behaviour of customers as they make purchases at a local supermarket To establish the level of customer awareness on the various requirements for food labelling To identify the relevant words that customers look for in labels when making choices on food products To determine the most significant details on food products to customers To identify if customers consider the health benefits of a food product or absence of health hazard before making a purchase To review literature on the effects of labels on customer choices when shopping for food products To discuss the reasons for the choices that customers make after reading the labels on food products Literature Review Verduin, Agarwal and Waltman (2005: 2597) state that the consumer is the central player in the decisions that could help the nation reverse the obesity situation, and should be informed on the importance of keeping watch on the contents of foodstuffs that one consumes. In addition, the writers emphasise on the need for the food industry to be truthful in providing information to consumers, and adherence to other guidelines provided for ethical advertising. In addition, they assert that manufacturers should work in cooperation with the government (2610) and research institutions (2612); the government gives recommendations and enforces standards, while the research institutions ensure that the use of food additives adhere to the requirements of evidence-based practise. In a study of 229 female shoppers in the United Kingdom, Hassan, Shiu and Michaelidou (2010) found out that a customer’s choice of food products depends on the relationship between psychological factors and consumer preference. A customer has to balance between Temptation, Conflict and Self-Control; whereby a customer’s rational choices based on available information is balanced against irrational choices and preferences to certain foods. According to Mintel (2010), several changes have occurred in the food industry that have led to increased awareness among consumers about the contents of food, and consumers have learnt to avoid harmful foods that may cause ailments or uncontrolled increase in BMI. For instance, there have been significant changes in regulatory bodies, and nowadays manufacturers know the size, form and content of labels that resonate with customers. On the other hand, these bodies have started awareness campaigns that aim at informing people about the importance of keeping a close watch on their food consumption trends. Eves et al. (2004) did a nutritional study on two groups of women, dieters (217 women) and non-dieters (234 women), in an attempt to identify any difference in awareness on nutritional relevance of information given in food labels. The study showed that though there is awareness in both groups, dieters were more knowledgeable, mostly due to their interest on such matters; however, there is confusion on matters that civil education should aim to clear up. Eves et al. (2004) showed that dieters preferred foods with labels that showed ‘low calories’ and ‘no additives’ labels. However, the study showed that though there was widespread knowledge on the implications of calories and fat on health, but few people associated energy and joule with fattening. In addition, though many people know that fats have more calories than sugar, there is a serious misconception that saturated fatty acids have more calories than unsaturated fatty acids. Methodological Paradigm The study will take a mixed paradigm approach, which is an amalgamation of both quantitative and qualitative study, mainly because the researcher intends to take advantage of taking one paradigm and use them to cover the shortcomings of the other. The differences in the two approaches differences include: Qualitative study considers underlying factors that influence a customer’s choice, while a quantitative study identifies the effect of the form and content of labels on the increase or decrease in volumes of sales of products belonging to certain brands. Quantitative study requires a researcher to apply predetermined identifiers while qualitative allows a researcher to remain open-minded in order to account for the factors that emerge during the course of study. Quantitative research is independent of context since it involves the collection of quantitative data, while qualitative research deals with abstract ideas and is highly dependent on the context. Quantitative research is accurate and reliable, but qualitative research identifies trends and requires verification for the data collected to be applicable. The mixed paradigm approach enables the researcher to utilize many skills and enables one to exercise flexibility through the balance of following rules and guidelines, and formulating one’s way through a study (Lorenz, 2009). Research Methods The study will combine both primary and secondary data collection methods to enable the researcher to confirm or refute existing perceptions, and come up with new ideas and points of view of the subject of the link between availability of information and customer choices of food. Primary data collection will involve administration of questionnaires to the staff or management of the store of choice, observing customer behaviour as they do their shopping, and interviewing of customers after their shopping. Secondary sources include a literature review of academic journals for an overview on the extent of previous studies, and differences and similarities of results and scenarios (Creswell, 2008). The importance of using primary sources is to enable the researcher to get direct responses for the chosen sample, and acquire relevant quantitative data that will be beneficial for discussions and drawing of conclusions. On the other hand, academic peer reviewed journals will be used since the information contained in them is more dependable than the information acquired from other secondary sources. The combination of both sources will be used to identify geographical, economic and other factors that result in differences or similarities of trends in the data acquired through primary study and those acquired from secondary sources. In addition, secondary sources are cheaper to acquire and use than primary research, and it will enable the researcher to do more with fewer resources (Creswell, 2008). Sampling Strategy The research sampling strategy will combine a cluster sampling technique with systematic sampling within the cluster. The cluster will consist of the shoppers in a select retail store for one Saturday, since on this day most people are likely to be free to do their shopping and have time to spare for a short interview with the researcher. Systematic sampling approach will involve taking the nth customer at intervals in the supermarket such that the sample size will be between 60 and 120 subjects. This will require the researcher to ask for permission to do so and request for the average number of customers that visit the store on a normal weekend, for easy calculation of the frequency of data collection. Cluster sampling is relatively quick and easy to perform, and researcher just needs to visit a few stores until the management of one of them allows the study to be done in their premises. On the other hand, systematic sampling enables the researcher to ensure an even spread of the sample over the population (Hague and Morgan, 2004: 97). Limitations and Ethical considerations This study is likely to encounter several limitations that may reduce its efficiency, and it has some shortcomings that may have a negative effect on the usability of the results for generalisation. First, the data collection approaches are expensive in terms of time and money, both of which may not be enough since the researcher may have other commitments. Second, the management of retail stores may not cooperate with the researcher, while customers may perceive the study as a waste of time or an infringement into their private lives. Third, the study makes many assumptions that may reduce the confidence level of the results; however, this can be countered by the use of secondary sources that allow the researcher to make exclusions and differentiations. One of the main assumptions is that a customer’s choice is informed by the contents of the label, and other factors, including price have little or no role to play. Finally, there is one ethical concern that the researcher has to deal with; observing customers and recording data without their knowledge may amount to doing research with people as subjects without their informed consent. Therefore, the researcher has to consult the ethics department of the institution before doing the study to clarify the matter (Hague and Morgan, 2004). Conclusion The proposal is part of the process of preparing for a study, and every aspect of study must be cleared up to save on costs, identify potential obstacles and other unforeseen aspects of the study. The proposal must have the aims and objectives, and methodologies that will be used to answer the research question. References Creswell, J.W. (2008) Educational research: planning, conducting, and evaluating quantitative and qualitative research, Pearson, Upper Saddle River. Eves, A., Gibson, S., Kilcast, D., & Rose, D. (2004) ‘Influence of nutrition information on the attitudes and knowledge of dieters’, Nutrition & Food Science, vol. 94, no. 5, pp.17 – 21. Hague, N., & Morgan, C.A. (2004) Market research in practice: a guide to the basics, Kogan Page Publishers, London. Hassan, L.M., Shiu, E.M.K., & Michaelidou, N. (2010) ‘The influence of nutritional information on choice: the roles of temptations, conflict, and self-control’, Journal of Consumer Affairs, vol. 44, no. 3, pp. 499–515. Lorenz, S. (2009) ‘Procedurality as methodological paradigm’, Forum: Qualitative Social Research, vol. 11, no. 1, viewed 15 March 2012, . Mintel (2010) The influence of labels on consumer choice - us - may 2010, viewed 15 march 2012, . Verduin, P., Agarwal, S., & Waltman, S. (2005) ‘Solutions to obesity: perspectives from the food industry’, American Journal of Clinical Nutrition, vol. 82, no. 1, pp. 259S-261S. Read More