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Exploring consumers' use of nutritional cues in food choices: A discrete choice experiment

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Title: Exploring consumers' use of nutritional cues in food choices: A discrete choice experiment
Author: Sarantoulias, Crystal
Department: Department of Marketing and Consumer Studies
Advisor: Kanetkar, Vinay
Abstract: The purpose of this research study was to explore the extent to which different product attributes serve as nutritional cues to consumers in their purchase decisions. The attributes looked at included variety, price, endorser type, nutritional symbol, nutritional label format and amount of fat. A discrete choice experiment (DCE) was designed and administered on an Ontario Food Panel. This methodology allowed us to analyze respondents stated preference, the impact of each attribute on choice, the relative importance of each attribute and the level of price sensitivity. Endorser types, nutritional symbols and nutritional label formats were found to signal nutrition to consumer and had varying levels of effect on food choices. There was also found to be an interaction between the level of fat and the format type. The study contributed to a better understanding of the utility associated with different product attributes.
URI: https://hdl.handle.net/10214/24999
Date: 2011
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