Findings from the existing literature show that personalized price promotion is fundamentally more effective than traditional price promotions in changing consumers' buying habits and encouraging the choice of targeted foods. In the first funding phase of enable, the Department of Marketing and Management for Biogenic Resources participated in the subproject AP3.3 on the virtual feedback system for healthier food choices. As part of the project, two behavioral experiments were conducted to examine the effectiveness of personalized coupons for lower-calorie menus offered during the ordering process. Results of the experiments showed that personalized price promotion is more effective than undifferentiated price promotions in altering the buying decisions of consumers and inducing healthier food choices.
This module deals with personalized price promotions for healthier food choices at grocery stores. These interventions will be implemented with the assistance of an artificial intelligence promotion platform targeting at grocery stores. The consumer reactions to personalized price promotions are compared with results from a simulation study conducted on the basis of GfK SE panel data. The analyses of the module will provide comprehensive insights into the application and effectiveness of personalized pricing promotions for healthier foods.
Therefore, the present module aims to
- examine the effectiveness of personalized price promotions for healthy foods in supermarkets,
- encourage consumers to make healthier food choice, and as a result, influence their eating habits.