Christopher Strugnell’s research while affiliated with University of Ulster and other places

Product bundling is an increasingly important marketing strategy within many industries, and consumer influence on companies' ranges of product bundles is, thus, becoming an important issue. The aim of this study was to investigate product bundling strategies consumers are exposed to by some selected companies in the Swedish automobile, travel and banking industries. Bundling strategies were considered in relation to business orientation as well as the consumer's potential to influence the product bundles offered by these companies. Fourteen qualitative telephone interviews were conducted with senior representatives from the three sectors. Interview respondents were selected in cooperation with their respective companies. Results underwent interpretative analysis, and the findings indicated that business orientation is linked to product bundling techniques and to the type of customer influence on product bundling. Consumers were exposed to mixed and complementary bundling strategies, and customers of companies that apply a market orientation were found to have greater opportunities to influence product bundles directly, whereas companies that apply a production-oriented approach were less able to respond to their customers' wishes. Consumer influence on the product bundles of production-oriented companies was found to be of a more indirect nature.

The aim of this study was to investigate the opinions of female adolescents living in the ROI on issues relating to body image and dietary practice. A qualitative study was selected to enable the issues to be explored in depth. Sixteen focus groups were executed with adolescent females (n=124) aged 15-16 years. Data collection took place during class time in both rural and urban schools in the ROI. Data were analysed using a qualitative thematic methodology, namely framework analysis. High levels of body dissatisfaction existed and dieting was found to be prevalent. The influence of media celebrities was significant. The girls not only aspired to be like them in terms of physique but also followed their alleged dieting regimes in detail. Peers also influenced body dissatisfaction and dieting practices. Consequently, eating habits were altered to accommodate this quest for thinness with a tendency to skip main meals as part of the dieting practice while maintaining an unhealthy snacking pattern. The results are of concern as the adolescent females were utilising unhealthy methods of weight control such as skipping meals and fasting in their quest to obtain a thin physique. A slim body image was deemed important for peer acceptance; hence 'crash' dieting was in existence. This mindset and the resultant dietary practices may have negative health consequences during both adolescence and later life. School interventions targeting adolescent females and focusing on healthy eating and body image are therefore urgently required.

In society, young consumers are influenced by an array of factors within their home, school and social environments. The adolescent period is one in which the individual becomes a more independent consumer, exerting increased degrees of independence and a subsequent freedom of preference. Such independence may be particularly apparent within the social environment, despite young consumers generally being categorized under the ‘family market’, within the Hospitality Spectrum. The aim of the study was to analyse young consumers’ food preferences within the home, school and social environments, with particular reference to the role of the Hospitality Spectrum. Young consumers for the study, are defined as being between 11 and 16 years, segmented into two age groups: 11–13 years and 14–16 years. The selected sectors of the Hospitality Spectrum which were studied, were the fast food service and school canteen sectors. In order to fulfil the research aim and objectives, a range of research instruments and analysis techniques were used. The results of the study to date would illustrate that tentative steps have been taken within the school and fast food sectors, to bridge the ‘gaps’ between business supply and consumer preferences. Gender differences were found in food selections within school canteens and fast food establishments, with females more likely to select ‘British’ styled fast foods at school and males more likely to select ethnic foods at fast-food establishments. No significant differences were found between the two age segments. It is vital that the increasingly important role of the young consumer segment is recognized, in particular considering them as individuals rather than as a part of the ‘total’ family consumer package. However, in market segmentation young consumers are an important consumer group and it must not be overlooked that they will be the future adult consumers. The Hospitality Spectrum must therefore treat this group with respect for the consumer service industry to achieve its full potential. The results of this Northern Ireland study indicates that although the young consumer segment is viewed as important within the selected sectors of the Hospitality Spectrum, the extent of their full potential has yet to be recognized.

It has been acknowledged that it is only by obtaining a more detailed understanding of food choice that people’s diets can be improved. In Northern Ireland, research into food choice has been limited yet the Province has the second highest rate of heart disease in the world, indicating the need for change. This study investigated the food choices of 9- to 17-year-olds in Northern Ireland and the influential factors. A range of research techniques were employed incorporating both qualitative and quantitative methods, namely observations, focus groups, picture associations, dietary case studies and questionnaires. The research indicated that the dietary patterns adopted by this group are characterized by a high consumption of fat, yet the reduction of fat tends to dominate the overall strategy for the prevention of obesity and lowering the risk of coronary heart disease. In addition, a high consumption of sugar products was evidenced along with a distinct dislike for healthier alternatives such as fruit and vegetables. The ‘skipping’ of meals, especially breakfast and a high prevalence of snacking was also apparent. However, these eating habits were found to be affected by various factors such as age and gender, emphasizing the complex nature of food choice. The findings from this research enabled the development of a model relating to the food choices of 9- to 17-year-olds in Northern Ireland, highlighting the influential factors and subsequent health implications.

Food retailing in the island of Ireland has experienced a number of changes with the relatively recent arrival of the UK multiples. This preliminary study examined retailing developments in Ireland focusing on the chilled ready meal sector and on an identification of the factors that influence chilled food choice. Interviews, supermarket analysis, consumer focus groups and questionnaires revealed that the chilled ready meal market was experiencing a period of growth assisted by the arrival of the UK multiples, but there was great potential to further expand the market. Convenience was cited as the primary reason for purchase of chilled ready meals but taste continued to play an important role in chilled food choice. Retailers must respond by informing and educating consumers about their product offerings. In addition, they must listen to the unique needs and wants of consumers on this island to assist in the development and provision of a range of chilled ready meals suitable for the Irish market-place.

The effect of consumer trends on the purchase of reduced fat products in general and fatty spreads in particular are discussed. A variety of fatty spreads with fat levels ranging from 20 to 80% were assessed by cone penetration measurements and sensory assessments. The results indicated that butter had poor spreadability characteristics at 5° and 10°, while mechanically worked butter (spreadeasy butter) gave a significantly different texture profile, as measured by the Instron Model 1000. This butter type was assessed as being spreadable at 10° by the sensory panelists and by cone penetrometry. Comparable values of hardness were obtained using data obtained by cone penetrometry and texture profile analysis from the Instron. Low fat spreads (fat levels 25–39%) produced desirable spreadability characteristics using both objective and subjective methods of assessment. Sunflower oil-based spreads and very low fat spreads, i.e. ≦ 25% fat, were assessed as being soft and oily. The results overall indicated that the use of a cone penetrometer and the subsequent calculation of a yield value gave, using Haighton's seven-point scale, a good indication of spreadability characteristics.

Food choice is influenced by many factors including physical, social and psychological ones. In this research, the food choices of young people in the 9–15 age group were investigated and the possible factors influencing them examined. Observations and questionnaires carried out in schools within Northern Ireland indicated that many young people are inclined to choose high-fat and high-sugar products and often dislike fresh fruit and vegetables. This raises concern, especially with the continued high incidence of coronary heart disease within the province. Further work has suggested that young people are aware of current nutrition policies and the importance of healthy eating, but still fail to put this knowledge into practice.

The chilled ready meal market on the island of Ireland is relatively young but is growing rapidly. This paper focused on a consumer questionnaire (n = 702), designed to examine consumer attitudes to and consumption of chilled ready meals, in both the north and south of Ireland. This formed part of a larger study, with the questionnaire findings contributing to an in-depth sensory study on a selected range of chilled ready meals. For a significant number of Irish consumers, consumption of these products is higher than on the UK mainland. For others, the products are purchased as a convenient alternative or a weekly treat. Respondents in urban locations were significantly more likely to consume chilled ready meals, as were men and younger, single respondents. Irish consumers are becoming more accustomed to ethnic cuisine although traditional meals remain popular. There is a clear need for developers to continue to enhance the sensory quality of these products, particularly as the primary barrier to consumption was a preference for home cooked food. However, they must also strive to maintain consumer interest in the sector, fulfil the desire for convenience and satisfy a more discerning palate.

The question of access to food has three components: physical access to food, financial access to food and access to information about food. This study explores the issue of financial access to food. The affordability of food is a major consideration for consumers, an important marketing tool for retailers and a principal theme in food policy. Research methods included a comparative shopping exercise (shopping basket analysis) in 109 stores across four towns (two urban and two rural) in Northern Ireland. Store type included multiples (major supermarket chains) and symbol group stores (those stores operating under a franchise from one main buying group). Results indicate that in the main it is cheaper to buy from the multiples, shopping from a symbol group store can incur cost penalties of up to 39.4% above the multiples’ prices. Price disparities, analysed using z-scores, were apparent between towns and across store types. Similarly, an availability audit of foodstuffs portrayed the multiples as the most comprehensive from which to shop, whereas symbol group stores fared poorly in the availability of fresh green vegetables, carcass meat and wholemeal breads. This is an important issue because it plays an integral part in the health inequality debate and also relates to social exclusion. Fundamentally, financial access to food impinges upon the whole question of food-purchasing behaviour in terms of accessibility, affordability and availability. Therefore, economic access to food can be used as a useful precursor to a comprehensive analysis of food access in its entirety. It is also useful as an indicator of social exclusion. This study seeks to inform and influence the food policy debate.

Food Deserts have recently beenidentified in the United Kingdom. They havebeen defined by Tessa Jowell, UK GovernmentHealth Minister, as an area ``where people donot have easy access to healthy, fresh foods,particularly if they are poor and have limitedmobility.'' The above definition is particularlyrelevant in Northern Ireland, where it isestimated that 32% of households do not haveeasy access to a car and it is recognized thatcertain groups in Northern Ireland are amongstthe poorest consumers in the United Kingdom.The phenomenon has been further exacerbated bythe effect of large grocery retailers locatingon the periphery of towns and the subsequentdisplacement effect of independent retailers inthe town center. The resultant effect is suchthat disadvantaged consumers cannot accessfresh, quality, nutritious foods at anaffordable price. Preliminary researchindicates that certain consumer groups areexcluded from equitable shopping provision –possibly to the detriment of their healthstatus. Research methodology includes aconsumer questionnaire, consumer focus groups,interviews, and comparative shopping exercisesthat confirm an inability among vulnerableconsumer groups to achieve an affordable,healthy diet. This was further complicated bynon-car owners' and lower-income family unitsneeding to shop locally and more frequentlythan their higher-income, car-ownercounterparts. This was demonstrated with theuse of shopping diaries. Future research to beconducted includes a large-scale survey acrossNorthern Ireland to ascertain accessibility,availability, and affordability of qualityfresh foods and to distinguish the consumergroups who are most vulnerable.