District market: A pilot marketing study.

摘要

Purpose: The objective of this study was to examine consumer attitudes toward District Market (DM), a new grocery store recently opened on the University of Washington campus. The goal was to work together with the UW Housing and Food Services on improving the quality of the UW food supply through targeted marketing campaigns.;Method: DM shoppers were approached in-store and were invited to complete a 35-question survey online. The survey addressed purchase drivers including nutrition, taste, price and convenience. Participants were asked why they shopped at DM and what food products they would most like to see at DM. Attitudes toward healthy foods were addressed as well.;Results: A total of 167 participants completed the survey. Participants included UW students, faculty, staff as well as individuals with no university affiliation. Shoppers were characterized based on demographics, shopping behavior and various lifestyle factors. The majority were female (73 percent) and between the ages of 18-25 years old (71 percent). Seventy percent were UW students; 14 percent were UW administration/staff; and 4 percent were UW faculty. Approximately 11 percent were not affiliated with the university. The majority of shoppers listed taste as important or very important when considering food purchases at DM (83 percent), followed by convenience (78 percent) and nutrition (72 percent). Approximately 60 percent of respondents reported reading nutrition labels when they grocery shop, and nearly 62 percent wished that DM would place nutrition labels on the "Grab n' Go" foods in the store. The preferred means of receiving nutrition information from DM for this sample was via Facebook.;Conclusion: This study contributes to a better understanding of food purchase decisions made at the point of sale. The data on the issue of nutrition information may help DM better promote and market healthy nutrient-rich foods to UW students, staff and faculty.