Using In-store Marketing to Promote Healthier Food Choices Using In-store Marketing to Promote Healthier Food Choices The research team at Arizona State University (ASU) will work with , the Bashas food stores, the American Heart Association, and Catalina Marketing Solutions to develop and evaluate a coupon based price promotion intervention to shift purchases from store-brand-higherfat milk options to store-brand-lower-fat milk options. Recent research has shown that shoppers are most interested in coupons with price reduction on healthy foods to help them make more healthful food choices (Ganz et al., 2012; Catalina Marketing, 2010). Also, private labels (storebrands) are preferred by price-conscious customers and valued by retailers because they allow for customer loyalty (Corstjens and Lal, 2000) and flexibility of positioning and negotiations with manufacturers (Morton and Zettelmeyer, 2004). Using historical purchase data and using pre-established criteria, Catalina Marketing Solutions will identify high-fat milk regular buyers at all Food City stores in Arizona. These buyers will be randomly assigned to control and intervention groups. Based on the power calculations, a final sample size of 1500 is needed. Given a 4% coupon redemption rate, this translates to 37,500 high-fat milk regular buyers in the control group and 37,500 high-fat milk regular buyers in the intervention group (to get a final redemption yield of 1500). The intervention group buyers will be given coupons for 1% or fat-free milk at the checkout when they shop for higher fat milk. Each identified buyer will be given a coupon only once during the intervention. The couponing period will last for 2 weeks, followed by 6 weeks of coupon redemption. Purchase data will be tracked for an additional 8 weeks to assess sustainability of change in purchase behavior. Aggregated purchase data at pre-intervention, during intervention, and post intervention will be used to assess the changes in purchase patterns between control and intervention groups. The research team at ASU will obtain aggregated data from Catalina Marketing Solutions, analyze the data and prepare a report for submission to .
|Effective start/end date||6/1/12 → 12/31/13|
- Robert Wood Johnson Foundation: $15,000.00
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