Marketing strategies on consumer food choices in Kamwenge District. A cross-sectional study.
DOI:
https://doi.org/10.51168/1jhhak31Cuvinte cheie:
Impact of marketing strategies, Consumer food choices, Healthy food choices, Consumers’ usual foodRezumat
Background:
The study aims to assess the impact of marketing strategies on consumer food choices in Kamwenge District.
Methodology:
This study employed a combination of probability and non-probability sampling. The qualitative data analysis process involved familiarisation with the data, coding of meaningful segments, categorisation of similar codes, and identification of emerging themes. Quantitative data collected through structured questionnaires were first coded and entered into Microsoft Excel for cleaning and validation.
Results:
Radio was the dominant marketing channel (mean = 3.60/5; 58.6% often/always exposed), followed by in-store promotions (mean = 3.09). Discounts/price promotions had the greatest influence (mean = 3.82), followed by price relative to fresh foods (mean = 3.67); 58.6% perceived advertisements as promoting unhealthy foods. Healthy food choices remained similar across marketing exposure/influence tertiles (64.8%–68.5%). Neither marketing exposure (AOR = 0.917, 95% CI: 0.629–1.337, p = 0.653) nor influence (AOR = 1.041, 95% CI: 0.696–1.557, p = 0.844) predicted healthy choices. The model was non-significant (p = 0.692; Pseudo R² = 0.007). Three themes emerged: pervasive multi-channel marketing, price- and promotion-driven impulse purchasing, and disproportionate effects on children. Radio was consistently viewed as persuasive, while promotions encouraged unplanned purchases and substitution of fresh foods with ultra-processed alternatives. Child-targeted marketing was evident through colourful packaging, mascots, and school-proximate vendors. Overall, qualitative findings indicated situational marketing effects that quantitative measures may have underestimated. Participants were almost evenly split by sex (51.6% female, 48.4% male)
Conclusion:
Marketing appears to influence food choices mainly through situational price promotions and child-targeted purchasing pressures, rather than consistently determining consumers’ usual food choices.
Recommendations:
Retail shop owners and supermarket managers should voluntarily improve the visibility and shelf placement of fresh and minimally processed foods relative to ultra-processed products.
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