Skip to main content
×
Home

Consumer food choices: the role of price and pricing strategies

  • Ingrid HM Steenhuis (a1), Wilma E Waterlander (a1) and Anika de Mul (a1)
Abstract
AbstractObjective

To study differences in the role of price and value in food choice between low-income and higher-income consumers and to study the perception of consumers about pricing strategies that are of relevance during grocery shopping.

Design

A cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinion on pricing strategies were measured.

Setting

The study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens.

Subjects

Adults (n 159) visiting a point-of-purchase setting were included.

Results

Price is an important factor in food choice, especially for low-income consumers. Low-income consumers were significantly more conscious of value and price than higher-income consumers. The most attractive strategies, according to the consumers, were discounting healthy food more often and applying a lower VAT (Value Added Tax) rate on healthy food. Low-income consumers differ in their preferences for pricing strategies.

Conclusions

Since price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.

    • Send article to Kindle

      To send this article to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about sending to your Kindle.

      Note you can select to send to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be sent to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

      Find out more about the Kindle Personal Document Service.

      Consumer food choices: the role of price and pricing strategies
      Available formats
      ×
      Send article to Dropbox

      To send this article to your Dropbox account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your Dropbox account. Find out more about sending content to Dropbox.

      Consumer food choices: the role of price and pricing strategies
      Available formats
      ×
      Send article to Google Drive

      To send this article to your Google Drive account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your Google Drive account. Find out more about sending content to Google Drive.

      Consumer food choices: the role of price and pricing strategies
      Available formats
      ×
Copyright
Corresponding author
*Corresponding author: Email ingrid.steenhuis@falw.vu.nl
References
Hide All
1.Giskes K, Turrell G, van Lenthe FJ et al. (2006) A multilevel study of socio-economic inequalities in food choice behaviour and dietary intake among the Dutch population: the GLOBE study. Public Health Nutr 9, 7583.
2.Irala-Estevez JD, Groth M, Johansson L et al. (2000) A systematic review of socio-economic differences in food habits in Europe: consumption of fruit and vegetables. Eur J Clin Nutr 54, 706714.
3.Chopra M & Darnton-Hill I (2004) Tobacco and obesity epidemics: not so different after all? BMJ 328, 15581560.
4.Kim D & Kawachi I (2006) Food taxation and pricing strategies to ‘thin out’ the obesity epidemic. Am J Prev Med 30, 430437.
5.Nestle M & Jacobson MF (2000) Halting the obesity epidemic: a public health policy approach. Public Health Rep 115, 1224.
6.Hulshof KF, Brussaard JH, Kruizinga AG et al. (2003) Socio-economic status, dietary intake and 10 year trends: the Dutch National Food Consumption Survey. Eur J Clin Nutr 57, 128137.
7.Han S, Gupta S & Lechmann DR (2001) Consumer price sensitivity and price thresholds. J Retail 77, 435456.
8.Hawkes C (2009) Sales promotions and food consumption. Nutr Rev 67, 333342.
9.Drewnowski A (2004) Obesity and the food environment: dietary energy density and diet costs. Am J Prev Med 27, 3 Suppl., 154162.
10.Waterlander WE, de Haas WE, van Amstel I et al. (2010) Energy density, energy costs and income – how are they related? Public Health Nutr 13, 15991608.
11.Cassady D, Jetter KM & Culp J (2007) Is price a barrier to eating more fruit and vegetables for low-income families? J Am Diet Assoc 107, 19091915.
12.European Commission (2006) Risk Issues. Special Eurobarometer 238/Wave 64.1. http://ec.europa.eu/public_opinion/archives/ebs/ebs_238_en.pdf (accessed June 2010).
13.Glanz K, Basil M, Maibach E et al. (1998) Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. J Am Diet Assoc 98, 11181126.
14.French SA (2003) Pricing effects on food choices. J Nutr 133, 841S843S.
15.French SA, Jeffery RW, Story M et al. (2001) Pricing and promotion effects on low-fat vending snack purchases: the CHIPS Study. Am J Public Health 91, 112117.
16.French SA, Story M, Jeffery RW et al. (1997) Pricing strategy to promote fruit and vegetable purchase in high school cafeterias. J Am Diet Assoc 97, 10081010.
17.Horgen KB & Brownell KD (2002) Comparison of price change and health message interventions in promoting healthy food choices. Health Psychol 21, 505512.
18.French SA, Hannan PJ, Harnack LJ et al. (2010) Pricing and availability intervention in vending machines at four bus garages. J Occup Environ Med 52, Suppl. 1, S29S33.
19.Andreyeva T, Long MW & Brownell KD (2010) The impact of food prices on consumption: a systematic review of research on the price elasticity of demand for food. Am J Public Health 100, 216222.
20.Duffey KJ, Gordon-Larsen P, Shikany JM et al. (2010) Food price and diet and health outcomes. Arch Intern Med 170, 420426.
21.Nnoaham KE, Sacks G, Rayner M et al. (2009) Modelling income group differences in the health and economic impacts of targeted food taxes and subsidies. Int J Epidemiol 38, 13241333.
22.Epstein LH, Dearing KK, Roba LG et al. (2010) The influence of taxes and subsidies on energy purchased in an experimental purchasing study. Psychol Sci 21, 406414.
23.Ni Mhurchu C, Blakely T, Jiang Y et al. (2010) Effects of price discounts and tailored nutrition education on supermarket purchases: a randomized controlled trial. Am J Clin Nutr 91, 736747.
24.Waterlander WE, Steenhuis IH, de Vet E et al. (2010) Expert views on most suitable monetary incentives on food to stimulate healthy eating. Eur J Public Health 20, 325331.
25.Waterlander WE, de Mul A, Schuit AJ et al. (2010) Perceptions on the use of pricing strategies to stimulate healthy eating among residents of deprived neighbourhoods: a focus group study. Int J Behav Nutr Phys Act 7, 44.
26.Kotler P, Armstrong G & Wong V (2008) Principles of Marketing, 5th European ed. London: Prentice Hall/Pearson Education Limited.
27.Steptoe A, Pollard TM & Wardle J (1995) Development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appetite 25, 267284.
28.Lichtenstein DR, Ridgway NM & Netemeyer RG (1993) Price perceptions and consumer shopping behavior: a field study. J Market Res 30, 234245.
29.Centraal Planbureau (2010) Modaal inkomen (Standard Income). Den Haag: CPB.
30.Steenhuis IHM, Moes MJG, Nooij SBC et al. (2009) Financial barriers and pricing strategies related to participation in sports activities: low income people's perceptions. J Phys Act Health 6, 716721.
31.Blattberg RC, Briesch R & Fox EJ (1995) How promotions work. Mark Sci 14, G122G132.
32.Drewnowski A (2010) The Nutrient Rich Foods Index helps to identify healthy, affordable foods. Am J Clin Nutr 91, 1095S1101S.
33.Centraal Bureau voor de Statistiek (2010) Opleidingsniveau Nederlandse bevolking (Educational level of the Dutch population). Den Haag/Heerlen: Centraal Bureau voor de Statistiek.
34.Centraal Bureau voor de Statistiek (2010) Sociale Monitor (Social Monitor). Den Haag/Heerlen: Centraal Bureau voor de Statistiek.
Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Public Health Nutrition
  • ISSN: 1368-9800
  • EISSN: 1475-2727
  • URL: /core/journals/public-health-nutrition
Please enter your name
Please enter a valid email address
Who would you like to send this to? *
×

Keywords:

Metrics

Altmetric attention score

Full text views

Total number of HTML views: 142
Total number of PDF views: 954 *
Loading metrics...

Abstract views

Total abstract views: 1125 *
Loading metrics...

* Views captured on Cambridge Core between September 2016 - 18th November 2017. This data will be updated every 24 hours.