<p>ABSTRACT</p><p>Wångdahl, J. (2006). Hälsofrämjande budskap i en livsmedelsbutik- kunders uppfattningar. C-uppsats i Folkhälsovetenskap. Örebro, Hälsovetenskapliga institutionen.</p><p>Obesity and being overweight are on the increase in Sweden which makes work in the area of health promotion very important. Many people are confused by the numerous and varied health messages presented in society as a whole which makes the design and promotion of efficient and effective health messages extremely important. One such example is messages presented in supermarkets.</p><p>The purpose in this study is to examine customers perceptions and understanding of health promoting messages and the methods used, as they are spread in a supermarket. Individual interviews as well as focus group interviews in a qualitative approach are used to examine as many perceptions as possible. In total, 64 customers participated in the survey.</p><p>The results from the surveys showed that some participants understood the health messages and the methods as they are spread. Others clearly did not. It also showed that some health messages and methods used to disseminate them were understood more often than others. The participants perceived the health messages and the methods used to disseminate them as something positive to a great extent. Most participants felt that health messages were needed in that they raise awareness and draw attention to healthy products especially when new lines are available. The health messages were also seen as a help and something which improved the atmosphere of a shop, in some cases also influencing them to buy healthier provisions. The designs were felt to be good, with the right quantity and presenting a message which was voluntary. When it came to trustworthiness, many participants thought it was important to be a little bit critical as it is new advice and findings every day.</p><p>Keywords: Health promoting messages, supermarket, customers perceptions.</p>

ABSTRACT Wångdahl, J. (2006). Hälsofrämjande budskap i en livsmedelsbutik- kunders uppfattningar. C-uppsats i Folkhälsovetenskap. Örebro, Hälsovetenskapliga institutionen. Obesity and being overweight are on the increase in Sweden which makes work in the area of health promotion very important. Many people are confused by the numerous and varied health messages presented in society as a whole which makes the design and promotion of efficient and effective health messages extremely important. One such example is messages presented in supermarkets. The purpose in this study is to examine customers perceptions and understanding of health promoting messages and the methods used, as they are spread in a supermarket. Individual interviews as well as focus group interviews in a qualitative approach are used to examine as many perceptions as possible. In total, 64 customers participated in the survey. The results from the surveys showed that some participants understood the health messages and the methods as they are spread. Others clearly did not. It also showed that some health messages and methods used to disseminate them were understood more often than others. The participants perceived the health messages and the methods used to disseminate them as something positive to a great extent. Most participants felt that health messages were needed in that they raise awareness and draw attention to healthy products especially when new lines are available. The health messages were also seen as a help and something which improved the atmosphere of a shop, in some cases also influencing them to buy healthier provisions. The designs were felt to be good, with the right quantity and presenting a message which was voluntary. When it came to trustworthiness, many participants thought it was important to be a little bit critical as it is new advice and findings every day. Keywords: Health promoting messages, supermarket, customers perceptions.