Characteristics Of Latino Customers And Reported Influence Of Point-Of-Purchase Promotional Techniques For Fruits And Vegetables

OF THE THESIS Characteristics of Latino Customers and Reported Influence of Point-of-Purchase Promotional Techniques for Fruits and Vegetables by Rachel Clare Drobot Master of Public Health with a Concentration in Health Promotion & Behavioral Science San Diego State University, 2014 Latinos, the fastest growing ethnic group in the United States (U.S.), have higher rates of dietary chronic diseases than the general U.S. population. Latinos consume more fruit but fewer vegetables than the average U.S. resident, although they still do not consume the recommended total amounts. Retail food stores, including small stores (tiendas) that cater to Latino clientele, are where foods are promoted heavily at the point of purchase. Many studies have implemented point-of-purchase promotional campaigns in large and small grocery stores with varying levels of success at increasing purchases of fruits, vegetables, and other healthy foods. Successful interventions have tailored marketing strategies to fit the population by segmenting the audience into smaller groups. Marketing campaigns targeting Latinos are successful when tailored to their language preference, depict a familiar model or character, and if the theme is related to family or cultural holidays. This thesis used secondary data from a larger study titled El Valor de Nuestra Salud, a randomized controlled trial involving small Latino tiendas in San Diego County. The purpose was to examine which customer characteristics were associated with reported level of influence of eight different promotional techniques. Factor analysis reduced eight different techniques into two criterion variables, informational promotions and sensory promotions. Two separate multiple linear regression were performed on the two criterion variables to determine whether demographic characteristics, chronic health conditions, and impulse shopping tendency were associated with reported influence of the two different type of promotions. Individuals with diabetes reported they were influenced by informational promotions, even after controlling for age and the co-morbidities of hypertension and high blood cholesterol (p = .04). Males and individuals with diabetes reported they were influenced by sensory promotions, and this relationship approached significance (p < .10). The two promotion techniques, informational and sensory promotions, fit the Elaboration Likelihood Model of Persuasion, a theoretical framework which states there are two ways attitudes and behaviors can be changed the central route process and the peripheral process route. Informational promotions are most likely interpreted via the central route process, and sensory promotions are most likely interpreted through the peripheral route process. Results show that informational promotions are most salient to Latinos with diabetes and could be used to help them make healthier selections in the grocery stores. Sensory promotions can be used to target Latino males as well as those with diabetes to purchase fruits and vegetables to ultimately improve their health.