Abstract

LEMA, S et al. Factors influencing the purchase of foods in different marketing settings, and their relation to the implementation of Food and Nutrition Education (FNE). Diaeta [online]. 2010, vol.28, n.133, pp.32-37. ISSN 1852-7337.

Food and Nutrition Education (FNE) fosters the adoption by the population of permanent healthy behaviors related to the production, selection, purchase, preparation and use of food products in various social environments. Retail channels for food products in urban areas -segmented in two large groups: food fairs/markets and supermarkets/hypermarkets- stand as potential spaces for FNE, notwithstanding significant differences between these two categories. Though the first group offers more direct interpersonal communication channels, both options pose a challenge in terms of strategies and alternative communication networks. These two scenarios are currently under study to grasp and understand motivations, behaviors, habits, orientations in actions, values and knowledge on nutrition and healthy eating habits; communication channels used; information provided by consumers and sellers on nutritional and eating behaviors; and factors determining the purchase of food products so that, based on these inputs, suggest possible FNE interventions. Within a qualitative, exploratory and descriptive framework, relying on data from primary sources obtained through the application of qualitative research techniques (observations and interviews), the overall aim of this research is to identify and characterize various factors affecting the selection and purchasing processes of food products in retail channels located within the Capital City of Buenos Aires, with the purpose of setting forth promising Food and Nutrition Education action points. There are significant differences between these two types of marketing channels and also between customers who most frequently visit both types of stores. Therefore, the study also implies the need for a comparative study where similarities and differences between channels and customers can be set. This article presents a progress report on said study.

Keywords : Food purchase; Decision-making factors; Supermarkets; Food fairs; Food and Nutrition Education.

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