FOOD MARKETING IN ALABAMA AND THE SOUTHEAST

Goals: This project seeks to discover the reasons that consumers choose a particular food, or choose to visit a specific food store. In addition, this project will investigate the roles of government policies such as food assistance programs in influencing consumer food and food store choices.Objective 1. Study consumer preferences for food in Alabama, the Southeast, and the U.S.This research objective will seek to understand what factors influence consumer preferences for specific foods and food in general. Factors will include internal factors such as affect, time, and risk preferences, as well as external factors such as price, quality and convenience. This objective will serve two purposes. It will first uncover ways to improve the diet and well-being of consumers in Alabama. Second, it will provide direction to Alabama farmers regarding ways to market produce more effectively.Objective 2. Investigate the role that government policies play in consumer food choiceOne significant external factor influencing consumer food choice is government actions. The state and federal governments manage overlapping programs designed to influence consumer demand for food. Examples include the Supplemental Nutrition Assistance Program (SNAP), the Special Supplemental Nutrition Program for Women, Infants, and Children, and the National School Lunch Program. Each program seeks to increase demand for food, but does so in different ways and each has separate implications for consumer diets as well as farmer marketing. This research objective will study how consumers interact with these government policies, what impact these interactions have on consumer behavior, and how the policies further influence broader society including rural communities. The research serves the needs of Alabama consumers by understanding their use of government programs and will also inform Alabama farmers on issues directly related to marketing agricultural products.Objective 3. Study reasons that consumers visit different food storesConsumers purchase specific foods once at a store, but first decide where to buy food. This initial decision can influence the range (and quality) of foods that consumers are exposed to. In addition, this initial decision determines the economic viability of grocery stores especially in rural areas. This research goal will seek to understand this initial decision process. For example, how much does distance influence the decision to go to one store versus another? How does this decision change throughout time for the consumer and also for any particular store? How do stores use information about their customers to choose different promotion, pricing, or product strategies? The proximate result of this research objective will be to improve the viability of rural (mainly independent) grocers throughout Alabama and the Southeast. Understanding consumer choice of store will also provide insight into ways to improve diets in the Southeast. Finally, understanding grocery store strategy will help Alabama farmers by opening another potential market for Alabama products.