Consumer loyalty to healthy and unhealthy cereal brands
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Date
2015
Authors
Anesbury, Z.W.
Nguyen, Y.
Bogomolova, S.
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2015 ANZMAC conference : Innovation and Growth Strategies in Marketing, 2015, pp.1-
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2015 Australia and New Zealand Marketing Academy Conference (30 Nov 2015 - 2 Dec 2015 : Sydney, Australia)
Abstract
Obesity is a global pandemic; the primary cause being poor diets abundant in high sugar and fat foods. Daily consumption of a healthy breakfast is associated with improved health outcomes. In this study, we seek to determine whether healthier brands of breakfast cereal, attract higher levels of loyalty than less healthy counterparts. We use three years of real purchase data in the UK and three calculations: Mean Absolute Deviation, Mean Absolute Percentage Error, and a correlation. Our results replicate and extend the findings of Sjostrom et al. (2014)addressing its limitations in the choice of SKUs and using manufacturer-claimed“light”/”regular” classification of healthfulness. Using the objective Nutrient Profiling Model we identify that consumers tend to buy healthier brands slightly more often than expected based on the brand size. These findings have positive implications from healthier brands manufacturers perspective, suggesting there is a trend towards healthier breakfast consumption
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Copyright 2015 The author(s)