Young children have becoming an important target by marketers. Marketers have used many strategies to influence their food choices including advertising and free gifts. According to literature, young children, are cognitively vulnerable and may make unhealthy decisions about their food choices that could lead to serious problems associated with being overweight and obese. This thesis examines whether price and health claim information can shift young childrens' choices towards healthier foods. Most of the previous published research literature has focused on adults. Those findings, using surveys and experiments, suggest that adults' food preferences and choices can be influenced by setting price and by providing health information. These findings suggest that these strategies may have a potential effect in young children decision making. The literature on Children Socialization and Information Processing Theory in consumer behaviour suggests that most young children under 8 are not cognitively skilled to use price and health claim information for their decision making. Nonetheless, most 5 to 8 year olds are making purchases of food at their school canteen several times a week. In order to test for the effects of price and nutrition information, several experiments that used discrete choice modelling were conducted to determine their choices, the reliability of their choices and the between their experimental choice behaviour and their choice in the market place. More than one hundred young children, aged from five to eight years old, completed the discrete choice experiments conducted in two primary schools in the suburbs of Perth. The choice experiments on subjects that had previous experience with the food items, but did not know their relative nutritional value, showed a strong positive effect of price. In other words, higher priced options were often in more demand. Although this may appear a poor response to price by an observer, children have little knowledge of food costs, so they may use price as a surrogate for quality. Price level was also a main effect in reducing the share of unhealthy choices. The results of the analyses also show that young children can provide reliable choice decisions within 5 months of experiment. However, their experimental choices were not associated with their later choices in the canteen. These findings provide evidence of the effectiveness of price and health claim information in changing young childrens' preference toward healthy choices, and the potential usefulness of using discrete choice techniques to shift children to more healthy food options.
| Identifer | oai:union.ndltd.org:ADTP/221485 |
| Date | January 2007 |
| Creators | Dahari, Zainurin |
| Publisher | UWA Business School, University of Western Australia. Marketing Discipline Group |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | Copyright Zainurin Dahari, http://www.itpo.uwa.edu.au/UWA-Computer-And-Software-Use-Regulations.html |
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