Abstract:
Objective: To study differences in the role of price and value in food choice between low-income and high-income consumers and to study consumer perceptions of pricing strategies relevant to grocery shopping. Design: A cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinions on pricing strategies were measured. Setting: The study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens. Subjects: Adults (n =159) visiting a point-of-purchase setting were included. Results: Price is an important factor in food choice, especially for low-income consumers Low-income consumers were significantly more conscious of value and price than high-income consumers. The most attractive strategies, according to the consumers, were discounting healthy food more often and applying a lower VAT (Value Added Tax) rate on healthy food. Low-income consumers differ in their preferences for pricing strategies. Conclusion: Since price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.
