Methodological Challenges in Assessing the Food Marketing Environment of Target Segments

Sonya Grier, American University, USA
Shiriki Kumanyika, University of Pennsylvania, USA
“Obesogenic” environments that encourage excess consumption of food and/or discourage physical activity have been implicated as a contributing factor to obesity. In the United States, although obesity is population wide, it is not equally distributed among socio-demographic groups. This presentation will discuss conceptual and methodological challenges related to assessing the marketing environments of specific consumer segments. We will draw from several projects related to an on-going community based social marketing research program. We integrate insights across projects to propose specific research strategies. We describe how future research on the “street-level’ contexts of target segments, including the marketing environment, can support consumer research that generates practical solutions to contribute to the positive transformation of communities.
[ to cite ]:
Sonya Grier and Shiriki Kumanyika (2009) ,"Methodological Challenges in Assessing the Food Marketing Environment of Target Segments", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 143-145.