Marketing influences on food consumption, acquisition, and purchasing behaviors in low income African American families with young children

Previous studies suggest the food marketing environment plays an important role in shaping children's food preferences and eating behaviors. However, few studies have focused on understanding marketing influences on dietary practices in African American families with young children. This study used an ethnographic approach (including in-depth interviews, food access diaries, photo elicitation, and participant observation) to examine the role of product, price, place and promotion on food consumption, acquisition, and purchasing patterns in 20 low-income African American parents. Interview transcripts, photos, and field notes were input into Atlas.ti and analyzed using constant comparative analysis. Data analysis revealed several themes related to marketing influences, including: high availability of unhealthy products in neighborhood stores and restaurants, the role of volume and discount pricing in helping families make ends meet, and the importance of in-store promotions, store environment (ex. layout, cleanliness) , proximity, product availability, and good customer service in selecting shopping locations. Parents also described their perceptions of the strategies marketers use to target African American families. Implications of these results for developing behavioral interventions and policy strategies to improve diet and decrease childhood obesity in African Americans will be discussed.