超市零售商如何重视健康食品零售策略的商业成果：一项离散选择实验。
How supermarket retailers value business outcomes of healthy food retail strategies: a discrete choice experiment.
机构信息
Deakin Health Economics, Institute for Health Transformation, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, VIC, Australia.
Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, VIC, Australia.
出版信息
Front Public Health. 2024 Nov 8;12:1450080. doi: 10.3389/fpubh.2024.1450080. eCollection 2024.
BACKGROUND
Supermarkets are businesses, and any voluntary changes to increase the healthiness of their food offerings must align with retailers' commercial needs. Business outcomes of healthy food retail strategies are important non-health factors that may influence retailers' decisions to implement these strategies. Although there is growing evidence on the significance of various business outcomes, such as net profit and customer satisfaction, it remains unclear how retailers value and trade-off these outcomes against each other. This study aimed to determine retailer preferences and measure their marginal willingness to pay for key business outcomes.
METHODS
A Discrete Choice Experiment (DCE) survey recruited current or former owners or managers of supermarkets or grocery stores in Australia. It included 12 choice tasks for two hypothetical scenarios (A or B) that the retailer could implement in their store, along with an option to maintain the current situation (opt-out option). The survey included six attributes (net profit, healthy items sold, customer and retailer satisfaction, ease and costs of implementation) with 3-4 levels each. A multinomial logit model was used to estimate preferences and calculate marginal rates of substitution and marginal willingness to pay.
RESULTS
Sixty-one respondents completed the DCE, resulting in a 72% response rate. Retailers identified customer satisfaction as the highest ranked business outcome when deciding to implement healthy food retail strategies. This was followed by the percentage of healthy items sold, supplier satisfaction, net profit, implementation cost, and ease of implementation. The marginal willingness to pay for different attribute levels varied from A$650 per year per store for a strategy that increases net profit by 3% to A$32,136 for a strategy leading to "very satisfied" levels of customer satisfaction compared to the base level.
CONCLUSION
The results could be used to guide the implementation of healthy food retail strategies that also meet the needs of retailers.
背景
超市是企业，任何旨在增加食品健康度的自愿改变都必须符合零售商的商业需求。健康食品零售策略的商业成果是非健康因素，这些因素可能会影响零售商实施这些策略的决定。尽管越来越多的证据表明各种商业成果（如净利润和客户满意度）的重要性，但零售商如何权衡这些成果仍然不清楚。本研究旨在确定零售商的偏好，并衡量他们对关键商业成果的边际支付意愿。
方法
一项离散选择实验（DCE）调查招募了澳大利亚超市或杂货店的现任或前任所有者或经理。它包括两个假设情景（A 或 B）中的 12 个选择任务，零售商可以在其店内实施这些情景，同时还有一个选择保留当前情况（选择退出选项）。调查包括六个属性（净利润、销售的健康产品、顾客和零售商满意度、实施的难易程度和成本），每个属性有 3-4 个水平。使用多项逻辑回归模型来估计偏好，并计算边际替代率和边际支付意愿。
结果
61 名受访者完成了 DCE，响应率为 72%。在决定实施健康食品零售策略时，零售商将顾客满意度视为最高排名的商业成果。其次是销售的健康产品的百分比、供应商满意度、净利润、实施成本和实施的难易程度。与基准水平相比，每年每家商店增加 3%净利润的策略的边际支付意愿为 A$650，而导致“非常满意”的顾客满意度水平的策略的边际支付意愿为 A$32,136。
结论
研究结果可以用来指导实施既能满足零售商需求又能满足健康食品零售策略需求的策略。
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