That’s the question we answered in a recent survey for Fresh
Produce Journal. Samantha Lyster, deputy editor, approached us asking whether we’d
help her understand what influences mums’ decision making process when it comes
to buying fresh fruit and vegetables. She particularly wanted to understand how
much influence advertising campaigns had on mums and in particular if images of
a bikini –clad model covered in potatoes would encourage mums to buy.
Unsurprisingly our research confirmed that mums think this
kind of advertising is at best slightly daft and at worst downright sexist and
offputting. We found taste was the biggest influence on buying decisions (46%)
with appearance at 29% and cost at 19%. Presentation limped in with 0.02% and
advertising had almost no impact on the mums we asked.
Our message is always to ask mums what THEY want, not to try
and presume to understand what appeals to them.
You can read the full article here.
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