Nutritional Information and Influences on Consumer Choices - Research Paper Example

? Nutritional Information and Influences on Consumer Choices Reg Number Degree Module Word Count: 2020 Literature Review The nutritional value that is created by consumers is one that alters according to knowledge, understanding and the available information on different products. Understanding how the nutritional information affects consumer choice is one that can provide a different understanding of how the health of individuals is directly affected by the consumer products that are available. It is known that there are various pieces of information that contribute to the nutritional value that one has, specifically which is dependent on knowledge and lifestyle choices. The pieces of information are inclusive of brand name, price and search attributes that are within a store. There is also set levels of importance given to the visual aids within the product as well as the factual information given. It has been found (Degeratu et al, 55: 2000), that the factual information, such as fat levels, nutritional levels and other measurements, are the most important determinant of what consumers decide to buy from a supermarket (Degeratu et al, 55: 2000). While the nutritional value that is available through information is known as the most important aspect for those buying food, there are also differences in the decision making process. The demographics and expectations from different sets of individuals determine what the most popular items are in supermarkets. For instance, young adults often consume snacks that don’t have the same levels of nutritional values. The decision to choose the snacks is based on the taste, satisfaction and trends that are a part of the snacks. It was found through a recent study (Cranage et al, 125: 2003), that there wasn’t a difference in nutritional value when choosing different snacks. Two snacks were given, one with higher nutritional value than the other. The younger adults decided that both were of equal value, despite the information retrieved. However, when it was noted that one of the snacks had soy, the adults instantly decided on the other snack. Food quality ratings and intent to purchase changed specifically by the knowledge used, not for nutritional value, but instead by the value with taste and satisfaction that was important to the young adults (Cranage et al, 125: 2003). From these two studies, it can be seen that the nutritional information depicts choices between various types of groups. However, there is a difference in whether the responses are positive or negative as well as what influences consumers with the enjoyment of the food. Through another study (Edwards et al, 332: 2005), there was a question of how negative or positive information influenced those that were deciding to take specific types of nutritional foods. A group was assisted with the purchases that they made by being given information on the food. The information was specifically designed to cause a positive, negative or neutral statement about the food. After eating the food, the participants were given a survey to define the quality of food with nutritional value as well as taste and satisfaction. It was found that the negative information or beliefs about the food caused the participants to be influenced by the food chosen. However, if the food was chosen, despite the negative comments, it didn’t create a negative response after eating the food in satisfaction or the taste value associated with the food (Edwards, et al, 332: 2005). This particular study shows that the information before giving individuals a type of food can influence their decision to buy the food. However, it doesn’t influence the responses that are given after eating the food and making the determination necessary for their own understanding of quality. The attitudes and behaviors that are created from quality have some dependence on the nutritional information. However, there are also cultural and societal trends that begin to influence the choices of those that are buying different types of food items. Customer expectations are a part of the decision making process before purchasing a food item. If there is a social or cultural trend, then it is expected that the food bought will meet this. The nutritional information provided should meet this specific trend that is depicted by the surrounding environment. From this perspective, the customer can find a sense of value in what is being given. This is known as the confirmatory factor model, which states that individuals have expectations with different pieces of information and foods that comes from outside sources. The nutritional information that is included on different types of packets is valued because it confirms the outside information. The response is either positive or negative in the attitudes and behaviors as well as with the ability to buy the product (Mills, Thomas, 62: 2008). Another concept which creates a different determinant in nutritional information is from the economic situation of individuals. While the information is known to depict the primary options of most, there are also other pieces of information that relate to the attitudes and behaviors of those who are looking at specific objects. The nutritional information is often compared against price, specifically among those who have a lower income. It was found that individuals who had a specific income level, that the nutritional information became secondary, specifically to work within a given budget. This was combined with the fast food restaurants and cheaper dining areas where most could go. A recent study (Elbel, w1110: 2009), showed that most understood that the fast food among low income people was bought because of convenience and price. At the same time, there was an understanding of the nutritional levels from information that had been provided by society or from others in the cultural and environmental region. Another 27.7% that wasn’t concerned about the pricing stated that the number one influence of nutritional information and purchases was the calorie amount on each of the products, either through restaurants or at stores (Elbel, w1110: 2009). More current technology and innovations is beginning to change the differences with the information available as well as the different types of foods that are available for low income families and individuals. The current push to have more nutritional types of foods for all budgets is also leading to different ways of producing the information and creating foods that match every budget with the same level of nutrition. The nutritional information is one which is defined first by the consumer expectations. There are measurements that are used for determining calories, fat intake, sodium and quick service meals. These are based on the knowledge level of consumers as well as the focus on nutrition that each ahs. According to the expectancy – disconfirmation paradigm, there is a gap between the understanding of consumers and what is available from various menu items. The expectation consumers have is one that is based on higher nutrition levels with less calories and fat. However, specific types of items can’t confirm this, which may cause the attitudes and behaviors to change among those in restaurants and in stores. A question then arises with what information should be mandated for consumers, specifically by making information available not only on basic labels, but also in restaurants and areas where consumers are eating without an understanding of the nutritional levels (Burton et al, 258: 2009). Another factor which is known to influence choices is based on the individual association with nutrition. The definition that is based on the importance of nutrition doesn’t come only from the understanding of what should or shouldn’t be included in the foods. If individuals have a health problem or are suffering from specific diet – related health issues, then there is a willingness to pay more while getting the right nutrition. More important, those who have specific health issue are more likely to read the labels for nutritional information or to ask for pertinent information when at a restaurant. A current study (Loureiro et al, 249: 2006), assessed the nutritional labels and whether it was important to include all information in restaurants and basic food items. The question was whether the information would change whether consumers would pay a premium price or look for a lower nutritional value for a lower price. It was found that 11% would pay for the box without looking at the nutritional label while trusting that the higher amount meant that the nutritional value was also higher. Another 13% that suffered from dietary problems would look at the label first with the expectation to pay a higher amount for the food items in return for better nutritional value (Loureiro et al, 249: 2006). This shows that the expectations with nutritional value and price may have a correlation. More important, the nutritional information available is more important to those who have dietary related problems and becomes the primary consideration of those who are interested in maintaining health in an alternative manner. From the various studies and concepts, it can be seen that the nutritional information provided is dependent on several variables. The independent lifestyle, trends in the community, economic situation and trends all dictate the importance of the nutritional information. The demographics also create a different set of relevance to the information that is available and how one is able to perceive the information that is available. Defining the importance of nutritional information and how it influences consumer choice then leads to several dimensions of how the information may or may not affect choices by those interested in different food items. Aim and Objectives The aim of this research study will be to determine how the nutritional information depicts the level of purchases from consumers as well as how much significance this has in consumer purchases. The objectives include: What groups use nutritional information for purchases? What are other reasons for purchasing food items? What are the differences in groups that purchase the food items? (e.g. age, economic status, cultural affiliation) How important is the nutritional information in the different groups? What are the behavioral options and attitudes toward nutritional information? The objectives will be to define how important the nutritional information is for purchases. This will further be met by how different groups respond to this as well as how this is related to the cultural, economic and individual preferences for nutritional information. The potential respondents that will be used will include a random set of individuals that are shopping inside a store. The respondents will be chosen on three different days, specifically because different types of individuals shop at different times. An average of 25 respondents will be chosen each day after they have bought the food items necessary. After buying the food, they will be given a survey that will show how important the nutritional information is in purchasing specific types of items. The survey will consist of ten yes or no questions on why and how specific items were purchased while showing demographic information and the importance of purchasing the item. After all surveys are conducted, there will be percentages that are defined using a regression model. This will show the different values for purchasing food as well as what percentage the nutritional information has in determining whether a specific item should be purchased. The main difficulty that is associated with this specific research is based on using the store to offer the surveys. The store may not allow individuals to take the survey or to respond. Confidentiality problems with individuals as well as difficulties with the store in belief that the store name may be used negatively may be questioned. To mitigate this, the store owner will be contacted and given the survey as well as information on times and dates that the survey will be conducted. An agreement will be signed to ensure that confidentiality of the items will be kept as well as an agreement that the confidentiality of the store customers will be respected. Further, the store used will remain as a confidential agreement for sales purposes. The manager can then decide whether to approve the project or whether a different area needs to be found. With the specific agreements, confidentiality and other problems can be easily reached with a store that understands the purpose and benefit of conducting this study. References Burton, Scot, Elizabeth Howlett, Andrea Tangari. 2009. “Food for Thought: How Will the Nutrition Labeling of Quick Service Restaurant Menu Items Influence Consumers’ Product Evaluations, Purchase Intentions, and Choices?” Journal of Retailing 85 (3). Cranage, David, Martha Conklin, Peter Bordi. 2003. “Can Young Adults Be Influenced to Eat Healthier Snacks: The Effects of Choice and Nutritional Information on Taste, Satisfaction and the Intent to Purchase.” Foodservice Research International14 (2). Degeratu, Alexandru, Arvind Rangaswamy, Jianan Wu. 2000. “Consumer Choice Behavior in Online and Traditional Supermarkets: The Effects of Brand Name, Price, and Other Search Attributes.” International Journal of Research in Marketing17 (1). Edwards, JSA, HL Meiselman. 2005. “The Influence of Positive and Negative Cues on Restaurant Food Choice and Food Acceptance.” International Journal of Contemporary Hospitality Management 17 (4). Elbel, Brian, Rogan Kersh, Victoria Brescoll, Beth Dixon. 2009. “Calorie Labeling and Food Choices: A First Look at the Effects on Low – Income People in New York City.” Health Affairs 28 (6). Loureiro, Maria, Azucena Garcia, Rodolfo Nayga. 2006. “Do Consumers Value Nutritional Labels?” European Review of Agricultural Economics 33 (2). Mills, Juline, Lionel Thomas. 2008. “Assessing Customer Expectations of Information Provided on Restaurant Menus: A Confirmatory Factor Analysis Approach.” Journal of Hospitality and Tourism Research 32 (1). Read More