36F-4

C. ESCAMILLA-SANTANA, Posgrado en Administracion, Univ. Autónoma de Querétaro, Circuito Universitario, Cerro de las Campanas, Querétaro, Qro., 76000, Mexico and R. A. Plancarte-Balderas, Sr., Posgrado en Administración, Univ. Autonoma de Querétaro, Cerro de las Campanas S/N, Querétaro, Qro., 76040, Mexico.

Nutritional information is compulsory in most of the food products packaged. Some consumers use this information during their buying decision process. Producers are aware that this information could be part of the marketing mix of their products and pay special attention to the nutritional labeling. Although consumers and producers know the importance of nutritional information, there is little information in Spanish-speaking countries concerning the use that consumers give to the nutritional information, the products on which consumers look for nutritional information, and the profile of consumers that use this information in their buying decisions. The aim of this study was to characterize the consumers that base their buying decisions on nutritional labeling, as well as the products toward which consumers address their attention. A questionnaire was designed with 15 questions in five categories, and a survey run with 474 consumers in three socioeconomic levels, ranging in age from 17 to 60 years. A pilot test was carried out to check the pertinence and clarity of the questions. Descriptive analysis and cross-tabulation was used to analyze the data. Results showed that 22% of the sample base their buying decisions on nutritional labeling. Contrary to other countries, most of the consumers in this group had high school and bachelor studies, the 78% ranged in age from 25 to 54 years old and had an average income of $10,000 per year. Consumers considered that very technical language is used to inform consumers of the nutritional information in dairy products, cereals, bread, snacks, and light products. The results obtained suggest that educational level alone is not a determinant factor in the consumer who bases his buying decision on the nutritional information; there is also word-of-mouth information and publicity of the products, especially in the group of 17 to 24 years old.

Session 36F, Marketing & Management: General
8:30 AM - 12:00 PM, Monday AM Room Hall I-2

2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana