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Manger Top, une démarche de marketing social bénéfique en milieu défavorisé

Author:
Gamburzew, Axel, Darcel, Nicolas, Gazan, Rozenn, Dubois, Christophe, Maillot, Matthieu, Tomé, Daniel, Raffin, Sandrine, Darmon, Nicole
Source:
Cahiers de Nutrition et de Dietetique 2017
ISSN:
0007-9960
Subject:
consumers (people), foods, low-income neighborhoods, nutrition knowledge, nutritive value, starch, supermarkets, surveys, vegetables, France
Abstract:
From February to June 2014, an intervention has been conducted in 2 supermarkets located in a disadvantaged neighborhood in Marseille (France). Inexpensive foods with good nutritional quality were shelf-labeled as MANGER TOP (“eating great”), accompanied by an in-store marketing and communication materials: leaflets, posters, prime placement, taste-testing booth. Analysis of member-customers purchases showed a positive effect of the intervention on the purchases of MANGER TOP fruits and vegetables and starches. An exit surveys showed that 31 % of customers had seen the MANGER TOP materials, and this percentage increases significantly at the end of the intervention. An in-depth survey showed that customers who had seen the MANGER TOP materials scored significantly higher on quizzes assessing nutrition knowledge and had a better understanding of the labeling system, underscoring the differences of message receptivity in the target population.
Agid:
5666663