Unhealthy food and beverage products marketed through diverse media platforms contribute to poor diet quality, obesity, and chronic diseases in the United States (US). Limited empirical research is available on the effectiveness of integrated marketing communications (IMC) and branded media campaigns used to positively influence Americans' diet-related cognitive, behavioral and health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among targeted teen and mom populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review; comprehensive review of peer-reviewed articles, gray literature and media sources; and key-informant interviews (n=11) to identify 13 national branded marketing campaigns that used health-branding strategies to encourage healthy dietary purchases and consumption in the US between 1990-2016. Study 2 explored views of diverse stakeholders (n=22) regarding the FNV Campaign using semi-structured interviews that were thematically analyzed using a conceptual framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability). Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n=1,604) in Hampton Roads, Virginia and Fresno, California where the FNV Campaign pilot was launched. Study 4 encompassed a mixed-methods evaluation using data from the second and third studies that assessed and explored congruence between FNV brand awareness and recall of IMC strategies among survey respondents with stakeholders' perspectives regarding IMC strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related IMC and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified significant opportunities for large-scale IMC campaigns to improve evaluation designs and outcome reporting. These results can inform evidence-based strategies and policies to improve the design of the FNV Campaign and other IMC initiatives to improve dietary patterns and population health. / Doctor of Philosophy / Marketing promotions for unhealthy foods and beverages are widespread in the United States (US) and influence Americans' diet choices that lead to weight gain, obesity, and chronic diseases. There is little understanding of how marketing and media campaigns can be used to positively influence Americans' to consume high quality diets and improve their health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among target populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review of the academic and non-academic literature, and key-informant interviews to identify 13 national branded marketing campaigns that used branding strategies to encourage healthy diets in the US between 1990-2016. Study 2 used interviews to explore the views of 22 stakeholders experienced with the FNV Campaign or fruit and vegetable promotion. Interviews were thematically analyzed using a framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability) to understand diverse stakeholder perspectives. Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n = 1,604) in Hampton Roads, Virginia and Fresno, California where the was initially launched. Study 4 used data from the second and third studies that assessed similarities and differences between FNV brand awareness and recall of marketing strategies among survey respondents with stakeholders' perspectives regarding marketing strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related marketing and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified opportunities for large-scale marketing campaigns to improve evaluation designs and outcome reporting. These results can inform future strategies and policies to improve the design of the FNV and other IMC campaigns to improve population diets and health.

This dissertation focuses on topics in areas of agricultural and food policy, international trade, agricultural markets and marketing. The dissertation is structured as three papers. The first paper, Chapter 1, evaluates the impact of agricultural trade policies. Imported shrimp, which comprises nearly ninety percent of all United States shrimp consumption, have become the subject of antidumping and countervailing duty investigations in the past decade. I estimate the import demand for shrimp in the United States from 1999-2014, using the Barten’s synthetic model. I test the hypothesis of possible structural breaks in the import demand introduced by various trade policies: antidumping/countervailing duty investigations and impositions, and import refusals due to safety and environmental issues. Results show that these import-restricting policies have significant effects on the import shrimp demand, indicating that the omission of them would lead to biased estimates. Chapter 2, the second paper, examines how the burden of state cigarette tax is divided between producers/retailers and consumers, by using the Nielsen store-level scanner data on cigarette prices from convenience stores over the period 2011–2012. Cigarette taxes were found more than fully passed through to retail prices on average, suggesting consumers pay excess burden and market power exists in the cigarette industry. Utilizing information on the attributes of cigarette products, we demonstrated that tax incidence varied by brand and package size: pass-through rates for premium brands and carton-packaged cigarettes are higher than those for discount brands and cigarettes in packs, respectively, indicating possibilities of different demand elasticities across product tiers. Chapter 3, the third paper, focuses on identifying the demographic characteristics of households buying organic coffee, by examining the factors that influence the probability that a consumer will buy organic coffee, and which factors affect the amount organic coffee purchased. Using nationally representative household level data from 55,470 households over the period of 2011 to 2013 (Nielsen Homescan), and a censored demand model, we find that economic and demographic factors play a crucial role in the household choice of purchasing organic coffee. Furthermore, households are less sensitive to own-price changes in the case of organic coffee versus conventional coffee.

While farmers’ market vendors rely on loyal and frequent patrons to purchase their products, it is unclear how the intrinsic differences among farmers’ market shoppers serve as indicators of potential shopping frequency at farmers’ markets. The objectives of this thesis are to identify consumers’ intrinsic values associated with characteristics of local foods, examine how these values are reflected in consumption behaviors among farmers' market shoppers, and explore the relationship between consumption activities and shopping frequency at farmers' markets. Results suggest that the differences between frequent and infrequent farmers’ market shoppers could be explained by the individual’s levels of high and low involvement in consumption activities that reflect intrinsic values associated with benefits of locally produced foods. Market patrons who generally exhibit higher levels of involvement in these activities are more likely to be frequent farmers’ market shoppers; this is particularly true for those who are drawn to activities associated with public life or group settings. This information can be used by farmers’ market managers and vendors to develop targeted marketing strategies for retention of frequent market shoppers and also for increasing market patronage for less frequent market shoppers.

本論文是以生物技術產業下之健康食品行銷研究為主題，研究結果主要供健康食品廠商參考之用。本研究以質化廠商訪談與量化消費者問卷兩方面之調查，最後對廠商提出關於健康食康食品之行銷策略建議。本研究主要建議如下： 一、目標對象策略 1.目標對象之設定應避免「所有的人」，須更為明確。 2.「年齡」之設定，可再往25歲以下之人推進。 3.可視本身產品特性，再決定「個體」或「群體」訴求。 4.應加強「重度使用者」之使用。 二、產品定位策略 應發展出適合本身產品之「心理圖象」。 三、定價策略 可以使用「價值導向競爭法」，以求取更大利潤。 四、通路策略 1.應以「專門性」、「單一性」之通路為主。 2.通路應考慮到「購買之便利性」。 五、推廣策略 1.品牌、廣告、包裝為消費者所重視，廠商應繼續維持努力。 2.依本研究調查結果，強化消費者所重視之「銷售人員特質」。 3.用公共關係或其他工具以突破法規中「廣告不得宣稱療效」。 4.促銷應謹慎為之，以免傷及品牌。 5.應加強廠商原先不甚重視之直效行銷，特別是諮詢服務一項。 六、其它 廠商應延聘專業經理人。 / This dissertation is the marketing research of Health Food, belonging to the biotechnology industry, and the research results are mainly for corporation's reference. Both qualitative research of corporation in-depth interview and quantitative research of consumer survey are taken to get the marketing strategy suggestions for health food corporations. The primary suggestions are as following： A. Target Audience Strategy 1. The settlement of TA is supposed to be more precise rather that “all people” 2. The settlement of “age” could be below 25. 3. The appeals of “individual” or “group” should be based on attributes. 4. Intensify the use of “Heavy Users”. B. Product Position Strategy Managers should exploit “mental image” suitable to the self-product's characters. C. Pricing Strategy Managers could exert “value-based pricing” to get more profits. D. Distribution Channel Strategy 1. The distribution channel should be based on the “specialized” and “single”. 2. The channel should consider “the convenience of purchasing”. E. Promotion Strategy 1. Brand, advertising and package are appreciated by consumers, and managers should keep on working hard these matters. 2. According to the research, managers should intensify the “salesman characters”, which is valued by consumers. 3. Managers should use PR or other promotion tools to avert “ don’t claim therapy effects” by the regulations. 4. Managers should be prudent about the sales promotion in case hurting the brand. 5. Direct marketing, which is not highly valued by managers before, is supposed to be intensified, especially counseling. F. Other Corporations should employ professional managers.

Thesis (MSc Nutrition Science)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: Probiotics (live microbes) and prebiotics (non-digestible food-ingredients) are rapidly gaining interest worldwide as supplements and functional food ingredients but little South African information in this regard is available. Furthermore, the availability of South African produced probiotic concentrates for commercial use is also very limited. The aims of this study therefore were to complete a market and product assessment of probiotic and prebiotic containing products in South Africa and to evaluate probiotic strains for commercial use in South Africa. For the purposes of market and product assessment probiotic and/or prebiotic containing products manufactured in South Africa were identified. The scientific and legal correctness of health and content claims made on the labels of the products were assessed. An exploratory survey was conducted to determine the awareness of South African consumers of probiotics and prebiotics. For the evaluation of probiotic strains for potential commercial use in South Africa, a panel of twelve lactic acid bacteria (LAB) were screened for inhibitory activity against two porcine pathogens and indicator strains from the LMG-panel isolated from the faeces of patients diagnosed with AIDS. The five LAB with the best inhibitory activity were tested for growth in soymilk-base and for the effect of lyophilization on the inhibitory activity thereof. The effect of prebiotics on the growth and inhibitory activity of the strains was tested in vitro. A range of products containing probiotics and prebiotics available on the South African market was identified. Irregulatories concerning health claims on the labels were found, but content claims seemed to be less of a problem. The results also indicate that the proposed South African regulations for the labelling of probiotic and prebiotic containing products need to be revised to include the probiotic and prebiotic related health claims for which sufficient scientific evidence is available. The probiotic strains with potential for commercial use in South Africa that were identified, include Lactobacillus plantarum 423, Lactobacillus casei LHS, Lactobacillus salivarius 241, Lactobacillus curvatus DF38 and Pediococcus pentosaceus 34. These strains were grown successfully in soymilkbase and lyophilization did not have a negative effective on the inhibitory activity thereof. The growth and inhibitory activity of the five LAB were promoted when combined with 1% (w/v) Raftilose® Synergyl . It is concluded that although a variety of probiotic and prebiotic containing products are available on the South African market, the scientific and legislative correctness of especially health related claims is not satisfactory and that South African consumer awareness of these products is low. It is also concluded that a combination of at least three of the five identified LAB and 1% Raftilose® Synergy can be used by South African manufacturers for the production of probiotic and prebiotic containing supplements. / AFRIKAANSE OPSOMMING: Die belangstelling in probiotika (lewendige mikrobe) en prebiotika (onverteerbare voedselbestanddele) as supplemente en funksionele voedselbestanddele is besig om wêreldwyd toe te neem, alhoewel weinig Suid-Arikaanse inligting in hierdie verband beskikbaar is. Die beskikbaarheid van Suid-Afrikaans geproduseerde probiotika konsentrate vir kommersïele gebruik is ook baie beperk. Die doelwitte van hierdie studie was dus om 'n mark- en produkevaluering van probiotika- en prebiotika-bevattende produkte in Suid-Afrika uit te voer en om probiotiese stamme te evalueer vir uiteindelike kommersiële gebruik in Suid-Afrika. Vir die doel van die mark- en produkevaluering is probiotika- en prebiotika-bevattende produkte wat in Suid-Afrika vervaardig word geïdentifiseer. Die wetenskaplike en wetlike korrektheid van die gesondheids- en inhoudsaansprake op die etikette van die produkte is evalueer. 'n Markopname is uitgevoer om die bewustheid van Suid-Afrikaanse verbruikers van probiotika en prebiotika vas te stel. Vir die evaluering van probiotiese stamme vir potensïele kommersiële gebruik in Suid-Afrika is 'n paneel van twaalf melksuurbakteriëe getoets vir inhibitoriese aktiwiteit teen twee patogene geïsoleer uit varke asook teen indikator stamme van die LMG-paneel. Die vyf melksuurbakteriëe met die beste inhibitoriese aktiwiteit is getoets vir groei in sojamelk-basis en ook vir die effek van vriesdroging op die groei en inhibitoriese aktiwiteit van die stamme daarvan. Die effek van prebiotika op die groei en inhibitoriese aktiwiteit van die stamme is in vitro getoets. 'n Reeks van probiotika- en prebiotika-bevattende produkte wat beskikbaar is op die Suid-Afrikaanse mark, is geidentifiseer. Ongeruimdhede met die gesondheidsaansprake op die etikette is gevind, maar inhoudsaansprake was minder problematies. Die resultate dui ook daarop dat die voorgestelde Suid- Afrikaanse regulasies vir die etikettering van probiotika- en prebiotika-bevattende produkte hersien moet word om al die probiotika- en prebiotika-verwante gesondheidsaansprake waarvoor voldoende wetenskaplike bewyse beskikbaar is in te sluit. Die probiotiese stamme met potensiaal vir kommersiële gebruik in Suid-Afrika sluit die volgende in: Lactobacillus plantarum 423, Lactobacillus casei LHS, Lactobacillus salivarius 241, Lactobacillus curvatus DF 38 en Pediococcus pentosaceus 34. Hierdie stamme is suksesvol gekweek in sojamelk-basis en vriesdroging het nie' n negatiewe effek op die groei en inhibitoriese aktiwiteit daarvan gehad me. Die kombinasie van die vyf melksuurbakteriëe met 1% Raftilose® Synergy het die groei en inhibitoriese aktiwiteit daarvan bevorder. Die gevolgtrekking wat gemaak word is dat alhoewel 'n varrasie van probiotika- en prebiotikabevattende produkte beskikbaar is op die Suid-Afrikaanse mark, die wetenskaplike en wetlike korrektheid van spesifiek die gesondheids-verwante aansprake op die etikette daarvan nie bevredigend is nie en dat die bewustheid van die Suid-Afrikaanse verbruikers van hierdie produkte laag is. Die gevolgtrekking kan ook gemaak word dat 'n kombinasie van ten minste drie van die vyf geïdentifiseerde melksuurbakteriëe en 1% Raftilose® Synergy deur Suid-Afrikaanse vervaardigers gebruik kan word vir die vervaardiging van produkte wat probiotika en prebiotika bevat.

No description available.

This thesis deals with research in the use possibilities of organic food in kindergartens in the town of České Budějovice on two levels (management and parents).It was found out that some of the kindergartens are using organic food. The biggest barrier to the using of organic food in kindergartens is their price. Most parents are satisfied with the quality of food in their kindergartens. Furthermore it could be said, that the parents know organic food but it can?t be confirmed the hypothesis that says parents would welcome the use of organic food in kindergarten?s canteens. The results indicate that not all the parents are able to accept the minimum of price increase in meal at the kindergartens. In the end there are recommended some local organic food which could be appropriate for using in the kindergartens in the town of České Budějovice.

There is often an assumption that there is a right and a wrong way for consumers to behave. For example, with regard to eating, people should make food choices based on maximizing vitamins and minerals and not consuming more calories than one expends in a day. Likewise, it is assumed that buying products to conspicuously signal a message to another is wasteful and maladaptive. The research in this thesis challenges these assumptions and argues that these behaviours can be both adaptive and maladaptive depending on one’s environmental conditions. In this thesis, I describe three experiments that examine how perception of environmental harshness affects appetite for different types of foods. The data shows that food desirability in adulthood varies depending on early childhood socio-economic status, the type of environmental stressor (harsh social, harsh economic and harsh physical safety) and the intensity of the stressors within each of these environments. It was also found that different types of environmental harshness differentially affects food desire based on energy density and food category type. In addition to the experiments on harshness and food desirability, I have examined how environmental harshness affects desire for products that are used to conspicuously signal information to others. For example, under conditions of environmental stress, products may be used to advertise that a male possesses financial or physical power which is desirable to a potential mate. Likewise, a women may buy products to display she possess financial power or she may purchase products that augment her beauty and sexual attractiveness. These studies reveal that product desire is also affected by different types of environmental harshness and the intensity of the stress generated by these environmental conditions. Through the research described in this thesis, we gain a more comprehensive understanding of the proximate variables that influence two subsets of consumer behaviour, namely food desire and product signalling, and how these behaviours may have been selected for due to their adaptive value.

Introduktion: Den digitala utvecklingen har skapat nya marknadsmöjligheter inom matindustrin, särskilt på sociala medier där annonsering av ohälsosamma livsmedel till barn och ungdomar är allt vanligare. Denna trend väcker oro med tanke på den ökande förekomsten av övervikt och fetma bland unga, vilket är förknippat med flera hälsorisker. Därför är det viktigt med en uppdaterad litteraturstudie för att belysa företagens strategier och deras påverkan på åldersgruppens kostvanor och beteenden. Syfte: Syftet med studien var att få en djupare förståelse för de aktuella digitala marknadsstrategier som livsmedelsföretag använder för att annonsera sina produkter till barn och ungdomar i åldern 11–19 inom EU, samt dess inverkan på åldersgruppens kostvanor och beteende. Metod: Studiens metodologi inkluderade en strukturerad litteraturöversikt med en induktiv ansats, vilken bestod av tio vetenskapliga originalartiklar. Samtliga artiklar genomgick en kvalitetsgranskning och analyserades därefter genom en tematisk analys. Resultat: Den tematiska analysen resulterade i tre huvudteman; marknadsstrategier, exponering av ohälsosam mat på sociala medier och indirekt marknadsföring genom konsumentbeteende. Dessa förklarades ytterligare i sju underteman: inbäddad marknadsföring, influencer marketing, anpassad och flexibel marknadsföring, barn, ungdom, social jämförelse och grupptillhörighet och symboliskt värde. Slutsats: Livsmedelsföretag använde underhållande och interaktiva marknadsföringsstrategier, influencers och anpassade annonserna efter åldersgrupp, trender och normer. Både barn och ungdomar utsätts för betydande mängder av denna marknadsföring, vilket kan ha negativ inverkan på deras kostvanor. Dessutom kunde marknadsföring indirekt påverka beteendet genom social jämförelse, grupptillhörighet eller att produkten tilldelades ett symboliskt värde. / Introduction: The digital development has created new market opportunities within the food industry, especially on social media where advertising unhealthy foods to children and adolescents is becoming increasingly prevalent. This trend raises concerns considering the rising prevalence of overweight and obesity among youth, which is associated with several health risks. Hence, an updated literature review is needed to shed light on the companies' strategies and their impact on this age group's dietary habits and behaviors. Aim: The study aimed to gain a deeper understanding of food companies' current digital marketing strategies to advertise their products to children and adolescents aged 11–19 within the EU, along with their impact on the age groups' dietary habits and behaviors. Methods: The study methodology involved a structured literature review using an inductive approach which included ten original research articles. Each article underwent quality assessment before being analyzed through thematic analysis. Results: The thematic analysis revealed three main themes: marketing strategies, exposure to unhealthy food on social media, and indirect marketing through consumer behavior. These were further explained through seven subthemes: embedded marketing, influencer marketing, tailored and flexible marketing, children, adolescents, social comparison and group affiliation, and symbolic value. Conclusion: Food companies employed entertaining and interactive marketing strategies, influencers, and customized advertisements based on age, trends, and norms. Children and adolescents were subjected to significant quantities of this marketing which could negatively impact their dietary habits. Moreover, marketing could indirectly influence behavior through social comparison, group affiliation, or by assigning symbolic value to products.

by Au Lai Hang. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 63-65). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iv / Chapter CHAPTER I- --- INTRODUCTION --- p.1 / The Changing Distribution System in China --- p.1 / Objectives of the Study --- p.3 / Arrangement of Content --- p.4 / Chapter CHAPTER II - --- METHODOLOGY --- p.5 / Chapter CHAPTER III - --- LITERATURE REVIEW --- p.8 / Channel Selection --- p.8 / Distribution Practices Adopted in China --- p.9 / Channel Length --- p.10 / Chapter CHAPTER IV- --- CURRENT DISTRIBUTION STRUCTURE IN CHINA --- p.12 / Carbonated Soft Drinks: Coca Cola Versus Sunkist --- p.13 / Biscuits: United Biscuits Versus Nabisco --- p.19 / Chocolate : Mars Versus Ferrero --- p.25 / Generalisation of Current Distribution Channel --- p.32 / Key Factors Affecting Channel Selection in this Context --- p.33 / Chapter CHAPTER V - --- THE SHANGHAI RETAIL SCENE --- p.41 / The Shanghai Economy --- p.41 / Fast Moving Consumer Goods Handlers in Shanghai --- p.43 / Development of Chain Supermarkets in Shanghai --- p.43 / Chapter CHAPTER VI - --- SURVEY FINDINGS --- p.45 / Objectives --- p.45 / Response Rate --- p.45 / Survey Results --- p.45 / Chapter CHAPTER VII - --- IMPLICATIONS --- p.50 / To Manufacturers --- p.50 / To Current Distribution Structure --- p.52 / Chapter CHAPTER VIII - --- CONCLUSION --- p.55 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.63