TITLE:
Food Marketing and Its Influence on Peoples’ Perception of Health
AUTHORS:
Samantha Willis
KEYWORDS:
Marketing, Product Packaging, Health, Perceptions
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.10 No.11,
October
28,
2022
ABSTRACT: Assessing
the extent to which marketing strategies and product packaging influences peoples’ perceptions of a food product in
terms of healthiness was the primary aim of this study. To draw
conclusions, casual comparative research,
which is used to identify a causative relationship between an independent
and a dependent variable was implemented. Each of the study’s 140 participants was
first asked to compare the nutrition labels of two products and select the one
that they believed was a healthier choice. The results for the nutritional
comparisons were considered to be representative of participants true
perceptions of health. Later, the independent variable, product packaging was
introduced, and participants were again asked to select which of the two goods
they believed to be healthier. After viewing the product packaging and
therefore marketing strategies, the majority of participants indicated that the
food product which contained more elements of strategic marketing was the
healthier choice. Since such selections were often inconsistent with their
nutritional sections, it was uncovered that exposure to product packaging and
marketing strategies does have a significant impact on how people perceive food
products in terms of healthiness.