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IN A PICKLE: A MARKETING ANALYSIS OF IMAGES AND TEXTUAL DESCRIPTIONS ON FOOD PACKAGES AND HOW THEY INFLUENCE COLLEGE STUDENTS' GROCERY PURCHASES

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Date Issued:
2015
Abstract/Description:
The reason for confusion in grocery stores is the fact that many of the same types of food products are being marketed with different labels. Many packaging labels contain keywords such as "organic," "farm fresh," and "all natural." Some products incorporate the use of images such as a picturesque farm or a "happy" cow. Using data collected from the surveys of 349 college students, this study examines student choices of food products based on organic and non-organic and brand and generic foods. Variables also examined include sex, health, and living arrangements. The results of this study can help provide an understanding about the mindset of the average college student while shopping at the grocery store. Based on the results there is evidence that students are significantly more likely to choose food products that are non-organic and generic. Based on the five variables used, sex and concern for nutritional value were the most significant in predicting a student's purchase of brand and organic food products, while body mass index, frequency of looking at nutritional facts labels, and living arrangement were not significant.
Title: IN A PICKLE: A MARKETING ANALYSIS OF IMAGES AND TEXTUAL DESCRIPTIONS ON FOOD PACKAGES AND HOW THEY INFLUENCE COLLEGE STUDENTS' GROCERY PURCHASES.
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Name(s): Doyle, Lauren, Author
Huff-Corzine, Lin, Committee Chair
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2015
Publisher: University of Central Florida
Language(s): English
Abstract/Description: The reason for confusion in grocery stores is the fact that many of the same types of food products are being marketed with different labels. Many packaging labels contain keywords such as "organic," "farm fresh," and "all natural." Some products incorporate the use of images such as a picturesque farm or a "happy" cow. Using data collected from the surveys of 349 college students, this study examines student choices of food products based on organic and non-organic and brand and generic foods. Variables also examined include sex, health, and living arrangements. The results of this study can help provide an understanding about the mindset of the average college student while shopping at the grocery store. Based on the results there is evidence that students are significantly more likely to choose food products that are non-organic and generic. Based on the five variables used, sex and concern for nutritional value were the most significant in predicting a student's purchase of brand and organic food products, while body mass index, frequency of looking at nutritional facts labels, and living arrangement were not significant.
Identifier: CFH0004783 (IID), ucf:45367 (fedora)
Note(s): 2015-05-01
B.A.
Sciences, Dept. of Sociology
Bachelors
This record was generated from author submitted information.
Subject(s): Food
Packaging
Marketing
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFH0004783
Restrictions on Access: public
Host Institution: UCF

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