By Plamen Marchev

Master's Thesis from the yr 2013 within the topic company economics - advertising and marketing, company conversation, CRM, marketplace examine, Social Media, grade: DE: 1; DK: 12, Aarhus institution of industrial, language: English, summary: OBJECTIVE:

In instances while shoppers' wellbeing and fitness and fit consuming has turn into a imperative precedence within the ecu Commissions' undertaking to guard the pursuits of shoppers the ecu laws has positioned a tremendous emphasis at the rules pertaining to practical meals within the ecu marketplace by way of adopting an inventory of accepted wellbeing and fitness claims which were scientifically confirmed.

There is a growing number of reports facing shoppers' notion of health and wellbeing claims and their knowing all of that have thought of various factors influencing shoppers' responses. even though none of those experiences has thought of the prospective effect of the nutrients label's context components comparable to model, color, snapshot or the 'bio' signal.

The goal of the current examine is to figure out even if such components together with different attainable influential assets of data which aren't a part of the nutrients label like mass media effect the extent of realizing of well-being claims and how shoppers understand them.


480 respondents from Germany participated within the examine. Margarine unfold bearing a future health declare of a much less renowned practical factor used to be offered to the members who have been divided into sixteen teams (N=30 consistent with team) and every workforce used to be awarded with a unique model of the product in response to the diversities within the degrees of the selected nutrition label's context issue stimuli.

Consumers‟ attitudes in the direction of the future health declare have been measured in addition to the extent in their realizing of the declare. A repeated measures issue was once extensively utilized via giving the respondents to learn a newspaper article explaining some great benefits of the sensible component and then their angle and knowing have been re-evaluated.


The newspaper article proved to be considerably deciding on issue either with admire to certainly influencing shoppers' attitudes and as a hazard consider their figuring out of the declare. The presence of 'bio' sign up the product's label including a darker color have been additionally discovered to have an important optimistic effect on shoppers' perceived credibility of the well-being declare.

The effects additionally confirmed that after the bio product was once from a recognized model it elevated the danger of bewilderment of the overall healthiness declare. also, using vibrant color and well-known model jointly in addition to vibrant color and snapshot together have been additionally proven to symbolize an element which reduced the likelihood of misunderstanding.

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Brands, colours, images and the "bio"-sign. Influences of food label's context factors upon consumers' understanding of health claims and their attitudes towards them by Plamen Marchev

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