Masmira Kurniawati, - and Tanti Handriana, - and Indrianawati Usman, - (2020) Effect of price and non-price initiatives promotion towards healthy food selection. International Journal of Innovation Creativity and Change, 11 (11). pp. 492-501. ISSN 2201-1323, eISSN: 2201-1315

	Text (Artikel) Indrianawati U_Karil08_Effect of Price.pdf Download (844kB)
	Text (Peer Review) Indrianawati U_PeerReview08.pdf Download (1MB)
	Text (Similarity Test) Indrianawati U_Similarity08_Effect of Price.pdf Download (2MB)
	Text (Peer Review 2) Masmira_Peer Review103.pdf Download (1MB)
	Text (Similarity Test 2) Masmira_Similarity103_Effect of Price.pdf Download (2MB)

Abstract

It is the task of marketers to pay attention to the welfare of their consumers. Unfortunately, today's consumer prefers fast food that does not have a balanced nutritional content. As a result, many Indonesians today are overweight. Marketers can influence this purchasing pattern through promotional activities so that consumers will prefer healthy food. Marketers can use various promotional methods to influence consumer purchasing decisions. This study uses priming, price discounts, and behavioural rewards. Utilising an experimental method, this study uses 240 participants. An ANOVA test is used to analyse the data. The analysis shows that consumers would prefer to buy healthy food products provided with a price discount compared to a behavioural reward; there are differences in the consumer response exposed to an ad with text that indicates priming compared to consumers who do not receive priming; and consumers will prefer to buy healthy food after seeing posters containing price promotions compared to priming posters.

Actions (login required)

View Item