Business, Enterprise & Management
Permanent URI for this collectionhttps://eresearch.qmu.ac.uk/handle/20.500.12289/5
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Item The white stuff?-: An investigation into consumer evaluation of the Scottish celebrity milk marketing campaign(Emerald, 2008) Bower, John; Mateer, NicolaPurpose - To examine the perceptions of Scottish consumers regarding the current milk moustache marketing campaign in order to discover aspects of milk perception, the campaign's effectiveness in portraying milk as an enjoyable, healthy, modern product and its use as a vehicle for raising consumption of milk. Design/methodology/approach - A face-to-face survey was conducted in Edinburgh and South Lanarkshire with a sample (n = 100) of Scottish consumers. Findings - The results showed that there was a high recognition of and a positive attitude portrayed towards the campaign, and the celebrities used to endorse it. Milk appeared to be viewed as a commodity and although health benefits were recognised they did not appear to be instrumental in raising consumption levels. There were few differences in perception according to gender, age, socio-economic grouping and on comparison with a small group who had not seen the adverts, except in perception of some non-nutritional views. Originality/value - The paper provides information on advertising effects on perception of milk.Item Children's perception of fresh fruit and fruit snacks(Emerald, 2008) Bower, John; Ferguson, J.Purpose - The purpose of this paper is to ascertain children's perception of fruit and fruit snacks and the influences on their choice. Design/methodology/approach - One hundred primary school children (the majority aged 7-11 years), from three schools, were surveyed or interviewed. A quota sample was taken with a balance of age and gender. A questionnaire survey (ITn/IT=50) plus a series of focus groups (ITn/ IT=50) were carried out. Findings - The questionnaire results showed that the children perceived fruit as likeable, healthy, convenient, low cost and available. Dried and packed fruits were of lower levels on these attributes but newer manufactured snacks were likeable and convenient, but viewed as unhealthy and costly. Focus groups revealed similar perceptions except in the case of fresh fruit which was seen as lacking convenience in terms of poor storage properties and waste. Research limitations/implications - The paper uses a convenience sample with no socio-economic variation. Originality/value - The paper offers new information on new fruit snack forms.