Department of Health Sciences and the EMGO Institute for Health and Care Research, VU University Amsterdam, De Boelelaan 1085, 1081 HV Amsterdam, The Netherlands.
Public Health Nutr. 2011 Dec;14(12):2220-6. doi: 10.1017/S1368980011001637. Epub 2011 Jul 14.
To study differences in the role of price and value in food choice between low-income and higher-income consumers and to study the perception of consumers about pricing strategies that are of relevance during grocery shopping.
A cross-sectional study was conducted using structured, written questionnaires. Food choice motives as well as price perceptions and opinion on pricing strategies were measured.
The study was carried out in point-of-purchase settings, i.e. supermarkets, fast-food restaurants and sports canteens.
Adults (n 159) visiting a point-of-purchase setting were included.
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 higher-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.
Since price is more important for low-income consumers we recommend mainly focusing on their preferences and needs.
研究低收入和高收入消费者在食品选择中价格和价值作用的差异，并研究消费者对杂货购物时相关定价策略的看法。
采用结构书面问卷进行横断面研究。测量了食品选择动机以及价格认知和对定价策略的看法。
研究在购买点进行，即超市、快餐店和运动食堂。
纳入了光顾购买点的成年人（n 159）。
价格是食品选择的重要因素，尤其是对低收入消费者而言。低收入消费者比高收入消费者更关注价值和价格。根据消费者的说法，最具吸引力的策略是更频繁地对健康食品打折，对健康食品适用较低的增值税（VAT）税率。低收入消费者对定价策略的偏好存在差异。
由于价格对低收入消费者更为重要，我们建议主要关注他们的偏好和需求。
