gluten-free product labeling and buying behavior-an in-depth look at young-adult product perceptions

Gluten-Free Labeling and Buying Behavior:

An In-depth Look At Young-Adult Product Perceptions

San Diego State University

Marketing 470

Section 3

Emily Bingham ~ Hillary Mortellaro

Kendyl Norgren ~ Zachary Stahl

GLUTEN-FREE LABELING AND BUYING BEHAVIOR

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Table of Contents

List of Figures and Tables……………………………………………………………………….3

Executive Summary…………………………………………………………………………...…4

Introduction……………………..………………………………………………………………..5

Research Question…………...………………………………………………………………...6

Research Objectives……………...…………………………………………………………….6

Secondary Data Analysis………………………………………………………………………...8

Demographics……………………...………………………………………………………......8

Health Concerns…………………..……………………………………………………..….….9

Market Size and Growth……………...………………………………………………………10

Gluten-Free Labeling and Packaging Regulation…………..………….……………………..11

Research Methods………………………………….....…………………………………….......13

Analysis of Primary Data…………………………………………………………………..…..14

Demographics………………………………...………………………………………………14

Dietary Restrictions………………………...………………………………………………...15

Healthy Eating Perception……………………..……………………………………………..17

Gluten-Free Labeling……………………………..…………………………………………..19

Other Factors Influencing Likelihood to Purchase………..………………………………….20

Gluten-Free Label Effects on Healthy Snack Perception………………..…………………...21

Conclusions………………………………………………………………………………….…..23

Limitations………………………………………………………………………………………24

Recommendations……………………………………………………………………………....26

References……………………………………………………………………………………….27


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Appendices………………………………………………………………………………………29

Appendix A: Questionnaire………………………………………………...………………...29

Appendix B: Outputs…………………………………………………...…………………….34

Demographics………………………………………...……………………….…………34

Age Frequency………………………………………...…………………………34

Gender Frequency…………………………………………...…………………..35

Education Frequency ……………………………………...…………………….35

Dietary Restrictions………………………………………………...……………………36

Food Allergy Frequencies………………………………………………...……...36

Food Allergy – Healthy Eating Crosstabs and Chi-Square Test………………...38

Diet Perceptions………………………………………………...………………………..40

Eating Healthy – Gender Crosstabs and Chi-Square Test………………………40

Likelihood to Purchase………………………………………………...………………...53

Condition (label/no label) T-Test………………………………………………..53

Likelihood to Purchase – Why? Correlation…………………………………….55

Reason for Purchase Regression………………………………………………...56

Health Perception………………………………………………...………………………57

Label/no label T-Tests……………………………………………………...……57

Label Importance………………………………………………...………………………58

Gender – Ingredient Labeling Crosstabs…………………………………...……58


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List of Figures and Tables

Figure 1: Age……………………………………………………………………...…………….14

Figure 2: Gender………………………………………………………………………………...14

Figure 3: Respondent Food Allergies…………………………………………………………...16

Figure 4: Food-Allergies and Healthy Eating……………………………………….…………..16

Figure 5: Eating Fresh Foods…………………………………………………………................17

Figure 6: Well-balanced Diet…………………………………………………………....………18

Figure 7: Importance of Grocery Labels…………………………………………..…….………18

Table 1: Presence of Gluten-Free Label and Intent to Purchase…………………..…….………19

Table 2: Reason for Purchase…………………………………………..……..…………………20

Figure 8: Good Snack Preference and Likelihood to Purchase…………………..……………..21

Table 3: Presence of Gluten-Free Label and Perception of Healthy Snack………..……………22


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Executive Summary

This report was commissioned to examine why the gluten-free market has seen such

tremendous growth and recommend whether food providers should enter this market.

The research draws attention to the fact that the primary force driving the gluten-free

market is the assumption that products bearing this label are healthier. Further investigations

reveal that young adults do not share this perception; moreover the presence of a gluten-free

label has no influence on their likelihood to purchase.

The report evaluated young adult’s food buying habits and concludes they believe eating

healthy is not eating gluten-free, gluten-free products hold little bearing on purchasing decisions,

and they prefer fresh foods and well-balanced meals.

It is recommended that food manufacturers, who have not entered the market, pass on the

gluten-free food trend, if their products are naturally gluten-free they should not alter packaging

to include the gluten-free label, and finally they should invest in providing fresh foods if

applicable or position their products as a part of a balanced meal.


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Introduction

The United States has seen its fair share of fads and trends across all industries. The food

manufacture and service industries are no different. Many remember the rapid growing diet trend

in the late 90’s known as the Atkins Diet, which took America by storm. This diet hit widespread

popularity in 2003 to 2004, resulting in one out of every eleven adults participating in the diet.

Only one year later in 2005, the Atkins Nutritional Company filed bankruptcy. While fads like

this have come and gone, some even seeing some resurgence; food manufacture and service

industries have enjoyed relatively low costs in accommodating such new trends. However, due to

governmental regulation, the latest food trend taking the market by storm may change this

model.

Gluten-free is the new food fad that has seen major growth since it emerged in the early

2000’s. This industry is nothing to shy away from and while some are scrambling to meet

demand many are still resisting market entry, as the costs involved in implementing are much

greater than food fads of the past (Kluger, 2014). This increased cost is primarily due to

legitimate health concerns surrounding the diet and as such, the FDA has enacted strict

guidelines to food manufacturers or service providers who wish to legally bear the gluten-free

label. While it is true that those suffering from celiac disease or have gluten intolerances should

not eat gluten, the remaining 93 percent of Americans who do not require this diet are often

eating less healthy by choosing gluten-free products over their traditional gluten counterparts,

due to an often higher fat and sugar content in these modified products (Kluger, 2014). With the

majority of the gluten-free craze based in clever advertising and not in science applicable to the

general public, food manufacturers and service providers considering to make the expensive

commitment of retooling their production processes to meet demand, find this decision a difficult


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one to make. Current research in this market segment focuses on past numbers in growth and far

less research has been conducted on the perception of gluten-free products as actually being

more healthy, which is surprising considering the major gains in this market sector are due to an

overall food and beverage trend of requiring greater health and functionality from consumption

(Kluger, 2014).

Research Question

Are young adults within San Diego County more attracted to gluten-free labeled products than

their unlabeled counterparts?

Research Objective

To assist decision makers in the food manufacture and services industries that are

considering making the expensive jump to retool their production processes to meet the demand

of this multi-billion dollar industry, market research was conducted to analyze the perception of

the gluten-free label. The research aims to evaluate a sample of San Diego County residents

between the ages of 18 and 24 who do not have celiac disease or gluten sensitivity. It seeks to

evaluate previous research on the gluten-free preferences of the target sample and use this as the

bases for conducting a survey and experiment to further analyze this market segment. The

sample of study represents a population that will soon be creating families and passing on eating

habits to their children. This demographic is an important one to monitor for food manufacturers

and restaurateurs considering the expense to make changes in their businesses to meet this new

trend. Especially since industry standard break-even-points for new restaurants is typically 5

years and the retooling process required to satisfy government regulation is either a new kitchen


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or separate preparation and cooking areas to prevent contamination. With such expense and

length of time required to obtain any return on investment undertaking such a project, ongoing

market research on this demographic is vital, should any late-comers to this already blossoming

market segment decide to meet such demand.


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Secondary Data Analysis

Demographics

In the United States there is about three million people who have celiac disease (Food

and Drug Administration, 2014). This is about one percent of the U.S. population, or every 1 in

133 people (National Foundation for Celiac Awareness, 2014). Celiac disease is a genetic

autoimmune disease which damages the small intestine and interferes with the absorption of

nutrients from food when gluten, the protein found in wheat, barley and rye, is ingested (National

Foundation for Celiac Awareness, 2014). The only cure for Celiac disease is a 100 percent

gluten- free diet (National Foundation for Celiac Awareness, 2014).

People can also have intolerance to gluten, which is less severe than celiac disease but

still presents some of the same symptoms. This can also be known as non-celiac gluten

sensitivity. Recent research has shown that 18 million Americans have a gluten sensitivity,

which is six times the amount of Americans who actually have celiac disease (National

Foundation for Celiac Awareness, 2014). There are some people who really need to be gluten-

free for health reasons such as those with Celiac disease and those with gluten sensitivity;

however those are not the majority of consumers who are really purchasing items in the gluten

free market (New York Times, 2014).

According to the latest US Census report in 2010, there are 270,750 adults ranging from

ages 20 to 24 that reside in San Diego County, which counts for 8.7 percent of the population

(United States Census Bureau, 2010).


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Health Concerns

Many Americans are preoccupied with eating healthy or being on a diet. This is a

relatively new diet trend, which has become very popular among Americans. “Gluten-free” food

products have made a huge impact on the health food industry.

Gluten-free foods are products that do not contain wheat, barley or rye. People with

celiac disease and gluten sensitivity cannot consume gluten without feeling sick. The more

intense of the two is celiac disease, an inherited chronic inflammatory autoimmune disorder that

is estimated to affect up to three million Americans. For people with celiac disease the

consumption of gluten results in the destruction of the lining of the small intestine and the risk of

other serious health conditions (Food and Drug Administration, 2014). For people with gluten

sensitivity, consumption of gluten can cause symptoms such as foggy mind, depression, ADHD-

like behavior, abdominal pain, bloating, diarrhea, constipation, headaches, bone or joint pain,

and chronic fatigue (Celiac Disease Foundation, 2015).

While there are people who truly need gluten-free food products for health issues (about

6.7 percent of the American population), they are not the majority of consumers in the market

(Time, 2014). According to Mintel, a market research firm, "75 percent of consumers who do not

have celiac disease or sensitivity to gluten eat these foods because they believe they are

healthier, despite the lack of any scientific research confirming the validity of this theory"

(Huffington Post, 2014). When looking further into why people make the decision to eat gluten-

free foods some interesting conclusions may be made. According to a consumer poll taken by

Packaged Facts, in 2012 the top two reasons for consumers who buy gluten-free food was

because they believed it was a healthy alternative and it would help with managing their weight.

http://store.mintel.com/gluten-free-foods-us-september-2013



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However, experts note that there is no evidence that gluten-free food helps in weight loss (New

York Times, 2014).

Market Size and Growth

The global market for food allergy and intolerance products has increased greatly in

recent years as people around the world have begun to be more focused on health and wellness.

This global market is expected to continue in growth in the future. In fact, according to

projections by Companies and Markets, the market for these types of products is expected to

surpass $26 billion by 2017 (Celiac, 2011). The gluten-free product market in particular is

experiencing tremendous growth.

The $10.5 billion gluten-free food and beverage industry grew 44 percent from 2011 to

2013, and is expected to climb as high as $15.6 billion in 2016. These estimates include all

products with a “gluten-free” label, even those that are naturally gluten-free (Mintel, 2015). The

snack sector has especially expanded. “From 2012 to 2014, Gluten-free snacks increased 163

percent, reaching sales of $2.8 billion. Sales increases were mainly due to a 456 percent

increase in potato chip sales” (FoodService Director, 2015).

Key players in the gluten-free product market include Smart Balance, Inc., Enjoy Life

Foods, LLC., and Food Directions, Inc. In 2014, Smart Balance, Inc. held 42.4 percent of the

gluten-free product market with the next leader, Enjoy Life Foods, LLC with only 3.4 percent

market share. Smart Balance has brands under its name including Udi’s and Glutino (Passport

Statistics, 2014).

North America formed the largest segment of the gluten-free product market in 2013.

“Perceptions of gluten-free foods have moved from being bland, boring substitutes for gluten-


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containing products to everyday items that appeal to those with and without a gluten allergy”

(Mintel, 2013). These new perceptions have led to an increase in sales and development of

gluten-free products. According to Mintel, 22 percent of Americans now follow a gluten-free

diet (Foodservice Director, 2015).

Gluten-Free Labeling and Packaging Regulation

With such monstrous growth in the “early years” of the “wheat-less era,” food industry

companies small and large scrambled to slap a gluten-free label on just about anything. However,

without clear guidelines it was difficult for those suffering from celiac to distinguish which

products were healthy for them. After nearly a decade of gluten-free products on the market, the

FDA provided guidelines for this type of labeling on consumer goods.

On August 5, 2013, the FDA issued a final rule defining the term “gluten-free.” Products

bearing this label are either inherently gluten-free; or do not contain any ingredients that are: (1)

A gluten-containing grain (e.g., spelt wheat), (2) derived from a gluten-containing grain that has

not been processed to remove gluten (e.g., wheat flour), (3) derived from a gluten-containing

grain that has been processed to remove gluten (e.g., wheat starch), if the use of that ingredient

results in the presence of 20 parts per million (ppm) or more gluten in the food, (4) any

unavoidable presence of gluten in the food must be less than 20 ppm (Food and Drug

Administration, 2014). While this definition benefits the food industry by establishing a level

playing field among manufacturers, the request that food items must contains less than 20 ppm of

gluten is a hard promise to keep.

“While it expects restaurants to comply, the FDA has not released guidance that would

enable the foodservice sector to understand how it can reasonably ensure compliance given the


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setting and cost pressures that exist,” says Beckee Moreland, Director of GREAT Kitchens

Program, National Foundation for Celiac Awareness (Begun, 2014).

In such cases, facilities that are not dedicated as “gluten-free-only,” rely on outside

vendors to supply gluten-free items and only preserve the label when the product is certified

from the manufacturer and served in its original sealed package (Gluten-Free Trend Grows,

2015). This difficulty in maintaining compliance has undoubtedly lead rise to the major market

growth.

Moreland also warns that unlike health fads in the past (such as sodium and fat), with

gluten, manufacturers and foodservice providers should avoid using confusing disclaimers or

terms such as “low gluten,” “gluten-friendly,” and “gluten-free ingredients.” Labels such as these

do not benefit the customer. The product either has less than 20 ppm or it does not (Begun,

2014).


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Research Methods

We plan to target young adults in San Diego County between the ages of 18 to 24 using a

convenience sample. This age range accounts for the target public we are studying because they

represent the health-conscious generation who are concerned and knowledgeable about healthy

food products. We will look specifically at gluten-free labeling on food products that are

originally gluten-free and see how that small change impacts buying behavior. At random, some

respondents will see a bag of originally gluten-free Tostitos Tortilla Chips with a gluten-free

label that we edited onto the front of the package and the others will see the original package

without a gluten-free label, but they will only see one or the other. To accomplish this, we will

distribute our Qualtrics survey and ask questions to see behavior and opinions on Tostitos

Tortilla Chips, with and without a “gluten-free” label on the front exterior of the package. To

distribute the survey, we will send it to our current and previous classmates, post it on our

personal Facebook pages, and on group Facebook pages we belong to. Through these outlets, we

hope to reach a minimum of 150 respondents. A sample of the survey that will be distributed can

be found in “Appendix A: Questionnaire.”


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Analysis of Primary Data

Demographics

The targeted demographic for our survey were males and females, ages 18 to 24 living in

San Diego County. However, we received no respondents below the age of twenty. The average

age of our respondent was 21.6582, with the maximum age being 24. Twenty-one year olds

represented 32.9 percent of respondents, and 22 year olds 26.6 percent of our survey

respondents. Displayed in figure one, below, is the frequency of each age of our respondents. As

seen in figure two below, females comprised most of our survey respondents at 74.7 percent,

versus males who accounted for 25.3 percent of respondents.

Figure 1: Age

Figure 2: Gender


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By sending out mass emails to San Diego State University students and posting our

survey on Facebook, we received 174 responses, however only 79 of these responses were valid

for our research. The other respondents were disqualified either due to their age being out of our

desired range, not being a resident of San Diego County, or for not choosing chips as a snack

they like. We disqualified people who did not choose chips as a snack they like because we did

not want the simple fact that they do not like chips to influence their reason for not being likely

to purchase when they were presented with the image of a Tostitos bag later in the survey. Of

the 79 respondents, only 20 were male and 59 were female. Females were not targeted more than

males to complete our survey; this result was something we did not have control over. The most

frequent education level of respondents was “some college credit, no degree.” This was expected

since current college students were the main targets of our survey. The median education level

was an associate’s degree, meaning there were respondents of our survey who have completed

community college.

Dietary Restrictions

Food Allergies

Only 18 percent of the 79 respondents are lactose intolerant, have celiac disease or gluten

intolerance and/or are allergic to nuts. Those who do not suffer from these food allergies

consisted of 82 percent, as can be seen in figure three. We can conclude that the majority of our

respondents did not have a bias towards gluten-free food, which is who we were targeting.


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Figure 3: Food Allergies

Healthy Eating and Allergies

Next, we looked at the relationship between the 82 percent of people who do not have

food allergies and those who consider eating healthy to be eating gluten-free foods. The results

showed that a considerably low amount of the “no allergy” respondents thought gluten-free

foods were healthy food products, at only 7.4 percent. This can be seen in figure four. At a

significance level of 0.000, there is a significant relationship between these two variables.

Figure 4: Food-Allergies and Healthy Eating

These results partly go against our prediction of gluten-free foods being perceived as

“healthy.” We will later dive deeper into gluten-free labeling on products that are originally

gluten-free (i.e. tortilla chips) and determine how it impacts buying behavior. Of the respondents


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who do suffer from a food allergy, when asked if “eating healthy means consuming gluten-free

food products,” results were almost split in half, with 54.5 percent answering “no” and 45.5

percent answering “yes.” The significance of this result is not strong enough to conclude that

there is a relationship between the two variables

Healthy Eating Perceptions

Diet

Our initial idea that respondents would indicate gluten-free was a factor in healthy eating

did not hold up once performing analysis. We did not find a correlation between the two. In fact,

only 12.7 percent of respondents indicated that they thought “eating healthy” meant consuming

gluten-free foods. We did however find a strong correlation between healthy eating perceptions

and consumption of fresh food and a well-balanced diet, which can be seen in figures five and

six. With these options, 82.3 and 81 percent respectively indicated these options when asked

what “eating healthy meant to [them].” Responses differed slightly based on respondent gender,

with females indicating these choices more often than males.

Figure 5: Eating Fresh Foods


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Figure 6: Well-balanced Diet

Food Labels

A high number of respondents, 75.38 percent, indicated that product labels were

important to them while making grocery purchases. We performed a cross tabulation analysis to

compare the differences in responses between gender and importance of checking labels prior to

while making grocery purchase. Men were slightly more divided than women, with 57.9 percent

indicating that product ingredient labels are important to them and 42.1 percent indicating they

were unimportant. Whereas, 81 percent of women indicated they were an important factor and

only 19 percent indicated this was not an important factor in their grocery shopping behaviors.

This can be seen in figure seven below.

Figure 7: Importance of Grocery Labels


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Gluten-Free Labeling

To determine whether the presence of a gluten-free label had any effect on our

respondents likelihood to purchase, we ran an independent T-test comparing the means of

“likelihood to purchase” of both the group who was presented with the Tostitos bag that had a

gluten-free label (Control A) and the group that was presented with a Tostitos bag that did not

have a gluten-free label (Control B). This likelihood to purchase was rated on a one to five scale,

one being very unlikely and five being very likely. We found that on average those that were

presented with the Tostitos bag that had the gluten-free label were more likely to purchase this

product, with a mean of 3.74 versus 3.18 with the non-label group. The difference between these

two groups was not significant enough to form any correlation between these two variables. As

demonstrated in the independent samples test of Table one on page 19 with a levene’s test for

equality of variances significant score of 0.454, which lead to a p-value of 0.061. The variation

in means between the two groups was not significant enough to form a relationship.

Table 1: Presence of Gluten-Free Label and Intent to Purchase


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Other Factors Influencing Likelihood to Purchase

After reviewing our results from both control groups comparing the likelihood to

purchase, we realized that perhaps there were other variables impacting respondents’ likelihood

to purchase. This led to a bivariate correlation analysis of all the metric variables we collected in

our survey. This included age, education level, views on the product at hand (good snack, brand

aware, gluten-free, etc.), and whether the snack was perceived as healthy. The analysis revealed

that only the agreeableness of the product attributes of “good snack,” “brand,” and “gluten-free”

had any significant effect on the likelihood to purchase. These correlations were positive with a

pearson correlation of 0.720, 0.583 and 0.436 respectively, as seen in table two below.

Table 2: Reason for Purchase

Although all correlations are positive, both the “brand” and “gluten-free” attributes in this

model are only able to account for respondents’ likelihood to purchase roughly 60 and 40 percent

of the time and are not reliable enough to form any predictions. However, the relationship

between preference to purchase and agreeing that Tostitos is a good snack is strong enough to


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form a positive linear relationship. Though this linear relationship can be described as moderate

with an adjusted R-square value of 0.511 the relationship is still significant. Using a respondent’s

belief that Tostitos is a good snack is a good indicator of their likelihood to buy. This positive

relationship can be seen in figure eight below.

Figure 8: Good Snack Preference and Likelihood to Purchase

Gluten-Free Label Effects on Healthy Snack Perception

Assuming that our demographic would be more health concerned, we found opposing

results from what we expected in our analysis between the relationship of “likelihood to

purchase” and “presence of gluten-free label.” We decided to test if the presence of the label had

an effect on Tostitos’ perception of healthiness. We ran an independent T-test using our two

control groups and respondents’ bipolar likert scale choosing between unhealthy and healthy.

This scale was rated as a one being unhealthy, two being somewhat unhealthy, three being

neither unhealthy nor healthy, four being somewhat healthy, and five being healthy. While there

is a very slight variation in the Tostitos chips consideration of being a healthy snack based on the

presence of a gluten-free label, the difference is not significant with a p-value of 0.361, as seen in


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table three. The consumers that were sampled believed that Tostitos on average is a slightly

unhealthy snack regardless whether there is a gluten-free label or not.

Table 3: Presence of Gluten-Free Label and Perception of Healthy Snack


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Conclusion

Through secondary data research it was found that, "75 percent of consumers who do not

have celiac disease or sensitivity to gluten eat these foods because they believe they are

healthier", according to the research firm Mintel (Huffington Post, 2014). While about 22

percent of Americans are following a gluten-free diet, based on our own survey research, young-

adults in San Diego County are not attracted to buy gluten-free labeled products over non-labeled

products (Foodservice Director, 2015). The specific demographic we tested in our survey did not

yield similar results to the overall American demographic information found in our secondary

data research. The perception of a gluten-free label on a product, in this case a bag of tortilla

chips, did not influence the reasoning for buying the product. There is a market for gluten-free

products for those with celiac disease or gluten intolerance; however, those without either in the

age range of 18 to 24 in San Diego County are not concerned with eating gluten-free products.

The Tostito’s Tortilla Chips product we used in our research was seen has an unhealthy snack

whether the bag had the extra gluten-free label or not. Respondents in our marketing research did

not think “eating healthy” means eating gluten-free foods and valued instead well-balanced diets

and fresh foods. While reading labels during grocery shopping is highly common between males

and females in this age range, whether or not a product is gluten-free, it having a gluten-free

label was not an important factor. Companies should not put forth the effort into adding a gluten-

free label to their products if their target market is young adults without celiac disease or gluten

intolerance, because this age group does not think it attributes to a product being healthier than a

non-labeled product.


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Limitations

There are a few factors that may have limited and influenced our findings. These factors

include surveying only those between the ages of 18 and 24 in San Diego County, a limited

number of respondents due to time constraints, human error, and testing on too narrow of a

product category.

Surveying only those between the ages of 18 and 24 in San Diego County is not

necessarily an accurate representation of the population at large. While we chose to focus on this

demographic for ease of generalization, it does not necessarily represent the entire country as a

whole, as some people in other areas may have different ideas on what it means to eat healthy.

Due to time-constraints we were only able to collect 174 responses, seventy-nine of which were

valid and could be used for our further research. Out of these respondents, 74.7 percent were

female. This as well may have given us a skewed representation of San Diego County. Human

error may have played a role as well. Respondents may have selected answers they did not mean

to or may have not understood certain questions.

If we would have tested gluten-free labeling perceptions on naturally gluten-free products

beyond Tostitos tortilla chips, we may have received different results. In hindsight, this product

may not have been specific enough to target respondent’s views on gluten-free product labeling

due to the chips themselves not being associated with a health conscious lifestyle and consumers

having prior beliefs about their nutritional value. Even further testing this idea of labeling non

gluten-containing products that have been modified to be gluten-free may in fact give greater

significance to our research question.

Further research is needed in the gluten-free product sector to determine if food labeling

truly encourages purchase decisions. With little known about the health benefit for individuals


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without celiac disease or gluten intolerance, the consumption of gluten-free products may be just

another diet fad like the Atkins Diet. Additionally, the increase of government regulation and

health conscious consumers seeking greater health functionality from consumption is a call for

more research on the subject. Further research is needed with regards to the health benefits of

consuming gluten-free foods for people not suffering from celiac disease or gluten intolerance.

Manufacturers could use this information to support their health claims and in turn increase their

profits. Additionally, further research on other age demographics perception of gluten-free

labeling in general would lead to more answers on whether or not people are more attracted to

gluten-free products and the reasoning behind this possible attraction.


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Recommendations

Before analyzing San Diego County residents between the ages of 18 to 24, we thought

that gluten-free products and packaging had an impact on buying behavior. Based on the

conclusions we have drawn from analysis, we can note that gluten-free did not mean as much to

consumers as we thought. We recommend that food manufacturers who wish to market to the

demographic we studied, do not invest in making gluten-free products because there are added

expenses involved. Aside from consumer preferences, the largest cost would be investing in a

new manufacturing facility because there is a chance for cross contamination with food products

that do contain gluten. If a product is naturally gluten-free, we also recommend that food

manufacturers do not add labeling on the front of the package because it does not have a large

enough effect on the consumer buying behavior. Our final recommendation is for new grocers

looking to enter into the gluten-free market within San Diego County. Our results show that

young-adults are very concerned in eating gluten-free, so grocery stores should not enter into the

market. One, because there is so much competition and two, because people are more concerned

with eating fresh food rather than consuming gluten.


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References

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Begun, R. (2014). Labeling and Serving Gluten-Free Food. Food Management, 49(11), 18-19.

Celiac Disease Foundation. (2015). Gluten Sensitivity. Retrieved from http://celiac.org/celiac-disease/non-celiac-gluten-sensitivity/

FoodService Director. (2015, February 15). Gluten-Free Products Surging. Retrieved from

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Marketer's Dream and Part of the Confusion. Retrieved from

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Mintel Group Ltd. (2013, September). Gluten-free Foods - US. Retrieved from http://store.mintel.com/gluten-free-foods-us-september-2013

National Foundation for Celiac Awareness. (2014). Non-Celiac Gluten Sensitivity. Retrieved from http://www.celiaccentral.org/non-celiac-gluten-sensitivity/

The New York Times. (2013, August 2). F.D.A. Sets a Standard on Labeling ‘Gluten Free’.

Retrieved from http://www.nytimes.com/2013/08/03/health/fda-sets-standard-

for-foods-labeled-gluten-free.html?_r=0

The New York Times. (2014, February 17). A Big Bet on Gluten-Free. Retrieved from http://www.nytimes.com/2014/02/18/business/food- industry-wagers-big-on-gluten-free. html?_r=0

Time. (2014, June 23). Eat More Gluten: The Diet Fad Must Die. Retrieved from

http://time.com/2912311/eat-more-gluten-the-diet-fad-must-die/ United States Census Bureau. (2010). San Diego County, CA. Retrieved from

http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

http://web.b.ebscohost.com.libproxy.sdsu.edu/ehost/pdfviewer/pdfviewer?sid=b0a748e6-baba-412e-8eed-14a61633f8b4%40sessionmgr111&vid=4&hid=102

http://web.b.ebscohost.com.libproxy.sdsu.edu/ehost/pdfviewer/pdfviewer?sid=b0a748e6-baba-412e-8eed-14a61633f8b4%40sessionmgr111&vid=4&hid=102

http://www.fda.gov/Food/GuidanceRegulation/GuidanceDocumentsRegulatoryInformation/Allergens/ucm362880.htm



http://www.huffingtonpost.com/jill-s-brown/gluten-free_b_5387354.html



http://www.celiaccentral.org/non-celiac-gluten-sensitivity/

http://www.nytimes.com/2013/08/03/health/fda-sets-standard-for-foods-labeled-gluten-free.html?_r=0

http://www.nytimes.com/2013/08/03/health/fda-sets-standard-for-foods-labeled-gluten-free.html?_r=0

http://www.nytimes.com/2014/02/18/business/food-industry-wagers-big-on-gluten-free.html?_r=0



http://time.com/2912311/eat-more-gluten-the-diet-fad-must-die/

http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF


28

Sax, D. (2014, May 24). REVIEW --- farewell, fondue: Requiem for a food trend. Wall Street Journal Retrieved from http://search.proquest.com/docview/1527879022?accountid=13758

Kluger, J. (2014, June 23). Eat More Gluten: This Fad Must Die! Retrieved May 2, 2015, from

http://time.com/2912311/eat-more-gluten-the-diet-fad-must-die/


29

Appendix A


30


31


32


33


34

Appendix B Demographics

Age Frequency

Log Log - Log - May 3, 2015 FREQUENCIES VARIABLES=age

/STATISTICS=MINIMUM MAXIMUM MEDIAN MODE /ORDER=ANALYSIS.

Frequencies Frequencies - Statistics - May 3, 2015

How old are you? -Age

N Valid 79

Missing 0

Median 22.0000

Mode 21.00

Minimum 20.00

Maximum 24.00

Frequencies Frequencies - How old are you? -Age - May 3, 2015

Frequency Percent Valid Percent Cumulative Percent

Valid 20.00 13 16.5 16.5 16.5

21.00 26 32.9 32.9 49.4

22.00 21 26.6 26.6 75.9

23.00 13 16.5 16.5 92.4

24.00 6 7.6 7.6 100.0

Total 79 100.0 100.0

Log


35

Gender Frequency

Log - Log - May 3, 2015

FREQUENCIES VARIABLES=gender

/STATISTICS=MODE

/ORDER=ANALYSIS. Frequencies

Frequencies - Statistics - May 3, 2015

What is your gender?

N Valid 79

Missing 0

Mode 2

Frequencies

Frequencies - What is your gender? - May 3, 2015


Valid Male 20 25.3 25.3 25.3

Female 59 74.7 74.7 100.0

Total 79 100.0 100.0

Education Frequency

Log Log - Log - May 3, 2015

FREQUENCIES VARIABLES=eduLevel /STATISTICS=MINIMUM MAXIMUM MEDIAN MODE

/ORDER=ANALYSIS. Frequencies Frequencies - Statistics - May 3, 2015

What is your highest level of education?

N Valid 79

Missing 0


36

Median 4.00

Mode 3

Minimum 2

Maximum 6

Frequencies

Frequencies - What is your highest level of education? - May 3, 2015

Frequency Percent Valid

Percent

Cumulative

Percent

Valid High school graduate, diploma or equivalent (i.e. GED)

3 3.8 3.8 3.8

Some college credit, no degree 35 44.3 44.3 48.1

Associate's degree 22 27.8 27.8 75.9

Bachelor's degree 18 22.8 22.8 98.7

Master's degree or higher 1 1.3 1.3 100.0

Total 79 100.0 100.0

Dietary Restrictions

Food Allergy Frequencies


FREQUENCIES VARIABLES=lactose celiacGluten nutAllergy noAllergy otherAllergy

/STATISTICS=MODE

/ORDER=ANALYSIS. Frequencies

Frequencies - Statistics - May 3, 2015

Do you

suffer from any of the following

food

Do you suffer

from any of the following food allergies

(check all that

Do you


food

Do you


food

Do you


food


37

allergies (check all that apply)-

Lactose intolerant

apply)-Celiac disease/gluten intolerant

allergies (check all that

apply)-Nut allergy

allergies (check all that apply)-I

do not suffer from food

allergies

allergies (check all that apply)-

Other

N Valid 79 79 79 79 79

Missing 0 0 0 0 0

Mode 0 0 0 1 0

Frequency Table

Frequency Table - Do you suffer from any of the following food allergies (check all that

apply)-Lactose intolerant - May 3, 2015


Valid No 70 88.6 88.6 88.6

Yes 9 11.4 11.4 100.0

Total 79 100.0 100.0

Frequency Table Frequency Table - Do you suffer from any of the following food allergies (check all that

apply)-Celiac disease/gluten intolerant - May 3, 2015


Valid No 78 98.7 98.7 98.7

Yes 1 1.3 1.3 100.0

Total 79 100.0 100.0


38


apply)-Nut allergy - May 3, 2015


Valid No 74 93.7 93.7 93.7

Yes 5 6.3 6.3 100.0

Total 79 100.0 100.0


apply)-I do not suffer from food allergies - May 3, 2015

Frequency Percent Valid Percent Cumulative

Percent

Valid No 11 13.9 13.9 13.9

Yes 68 86.1 86.1 100.0

Total 79 100.0 100.0

Frequency Table

Frequency Table - Do you suffer from any of the following food allergies (check all that

apply)-Other - May 3, 2015

Frequency Percent Valid Percent Cumulative

Percent

Valid No 79 100.0 100.0 100.0

Food Allergy – Healthy Eating Crosstabs and Chi-Square Test


CROSSTABS

/TABLES=noAllergy BY eatHealthGluten

/FORMAT=AVALUE TABLES


39

/STATISTICS=CHISQ

/CELLS=COUNT ROW

/COUNT ROUND CELL. Crosstabs Crosstabs - Case Processing Summary - May 3, 2015

Cases

Valid Missing Total

N Percent N Percent N Percent

Do you suffer from any of the following food allergies (check all that apply)-I do not

suffer from food allergies * What does "eating healthy" mean to you? (Check all

that apply) -Gluten-free foods

79 100.0% 0 0.0% 79 100.0%

Crosstabs Crosstabs - Do you suffer from any of the following food allergies (check all that apply)-I do

not suffer from food allergies * What does "eating healthy" mean to you? (Check all that apply) -Gluten-free foods Crosstabulation - May 3, 2015

What does "eating healthy" mean to you? (Check all that apply) -Gluten-free foods

Total

No Yes

Do you suffer from

any of the

following

food allergies

(check all that

apply)-I do

not suffer

from food

allergies

No Count 6 5 11

% within Do you suffer from any of the following food allergies (check all that apply)-I

do not suffer from food allergies

54.5% 45.5% 100.0%

Yes Count 63 5 68

% within Do you suffer from any of the following food

allergies (check all that apply)-I do not suffer from food allergies

92.6% 7.4% 100.0%

Total Count 69 10 79

% within Do you suffer from 87.3% 12.7% 100.0%


40

any of the following food allergies (check all that apply)-I do not suffer from food allergies

Crosstabs Crosstabs - Chi-Square Tests - May 3, 2015

Value df Asymptotic Significance (2-sided)

Exact Sig. (2-sided)


Pearson Chi-Square 12.433a 1 .000

Continuity Correctionb 9.225 1 .002

Likelihood Ratio 9.132 1 .003

Fisher's Exact Test .004 .004

Linear-by-Linear Association 12.275 1 .000

N of Valid Cases 79

a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 1.39.

b. Computed only for a 2x2 table

Diet Perceptions

Eating Healthy – Gender Crosstabs and Chi-Square Tests


CROSSTABS

/TABLES=eatHealthOrganic eatHealthGluten eatHealthLowCalorie eatHealthLowCarb eatHealthLowFat

eatHealthLowSodi eatHealthLowSugar eatHealthFreshFood eatHealthWellBalanc eatHealthWholeG

eatHealthOther BY gender /FORMAT=AVALUE TABLES

/STATISTICS=CHISQ

/CELLS=COUNT ROW

/COUNT ROUND CELL. Crosstabs


41

Crosstabs - Case Processing Summary - May 3, 2015

Cases

Valid Missing Total


What does "eating healthy" mean to you?

(Check all that apply) -Organic foods * What is your gender?

79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Gluten-free foods *


79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low calorie foods *


79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low carbs * What is

your gender?

79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low fat * What is your gender?

79 100.0% 0 0.0% 79 100.0%


(Check all that apply) -Low sodium * What is your gender?

79 100.0% 0 0.0% 79 100.0%


(Check all that apply) -Low sugar * What is your gender?

79 100.0% 0 0.0% 79 100.0%


(Check all that apply) -Eating fresh foods * What is your gender?

79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Well-balanced * What

is your gender?

79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Whole grains * What

is your gender?

79 100.0% 0 0.0% 79 100.0%


42

What does "eating healthy" mean to you? (Check all that apply) -Other (please specify) * What is your gender?

79 100.0% 0 0.0% 79 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Organic foods * What is your gender?

What does "eating healthy" mean to you? (Check all that apply) -Organic foods * What is

your gender? - Crosstab - May 3, 2015

What is your gender? Total

Male Female

What does "eating healthy"

mean to you? (Check

all that apply) -Organic

foods

no Count 9 28 37

% within What does "eating healthy" mean to you? (Check

all that apply) -Organic foods

24.3% 75.7% 100.0%

yes Count 11 31 42

% within What does "eating healthy" mean to you? (Check all that apply) -Organic foods

26.2% 73.8% 100.0%


% within What does "eating healthy" mean to you? (Check all that apply) -Organic foods

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Organic foods * What is

your gender? - Chi-Square Tests - May 3, 2015




Pearson Chi-Square .036a 1 .849

Continuity Correctionb .000 1 1.000

Likelihood Ratio .036 1 .849

Fisher's Exact Test 1.000 .528


43

Linear-by-Linear Association .036 1 .850

N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Gluten-free foods * What

is your gender? - Crosstab - May 3, 2015


Male Female

What does

"eating healthy" mean to

you? (Check all that

apply) -Gluten-free foods

no Count 19 50 69

% within What does "eating

healthy" mean to you? (Check all that apply) -Gluten-free

foods

27.5% 72.5% 100.0%

yes Count 1 9 10

% within What does "eating healthy" mean to you? (Check all that apply) -Gluten-free

foods

10.0% 90.0% 100.0%


% within What does "eating healthy" mean to you? (Check

all that apply) -Gluten-free foods

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Gluten-free foods * What

is your gender? - Chi-Square Tests - May 3, 2015

Value df Asymptotic

Significance (2-sided)

Exact Sig.

(2-sided)

Exact Sig.

(1-sided)


Continuity Correctionb .644 1 .422


44




N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Low calorie foods * What

is your gender? - Crosstab - May 3, 2015


Male Female

What does

"eating healthy"

mean to you? (Check all

that apply) -Low

calorie foods

No Count 11 37 48


healthy" mean to you? (Check all that apply) -Low calorie foods

22.9% 77.1% 100.0%

Yes Count 9 22 31



29.0% 71.0% 100.0%




25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low calorie foods * What

is your gender? - Chi-Square Tests - May 3, 2015

Value df Asymptotic


Exact Sig.

(2-sided)

Exact Sig. (1-

sided)



45





N of Valid Cases 79






Male Female

What does

"eating healthy"

mean to you? (Check all

that apply) -Low

carbs

no Count 14 34 48

% within What does "eating healthy" mean to you? (Check all that apply) -Low carbs

29.2% 70.8% 100.0%

yes Count 6 25 31


healthy" mean to you? (Check all that apply) -Low carbs

19.4% 80.6% 100.0%



healthy" mean to you? (Check all that apply) -Low carbs

25.3% 74.7% 100.0%



Value df Asymptotic Significance

(2-sided)

Exact Sig.

(2-sided)

Exact Sig.

(1-sided)


46






N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Low fat * What is your

gender? - Crosstab - May 3, 2015


Male Female

What does "eating

healthy" mean to you?

(Check all that

apply) -Low fat

no Count 13 27 40

% within What does "eating healthy" mean to you? (Check all that apply) -Low fat

32.5% 67.5% 100.0%

yes Count 7 32 39


healthy" mean to you? (Check all that apply) -Low fat

17.9% 82.1% 100.0%



healthy" mean to you? (Check all that apply) -Low fat

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low fat * What is your

gender? - Chi-Square Tests - May 3, 2015

Value df Asymptotic Exact Sig. Exact Sig.


47

Significance (2-sided) (2-sided) (1-sided)






N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Low sodium * What is



Male Female

What does "eating healthy"

mean to you?

(Check all that apply) -Low

sodium

no Count 12 28 40

% within What does "eating healthy" mean to you? (Check all that apply) -Low sodium

30.0% 70.0% 100.0%

yes Count 8 31 39

% within What does "eating healthy" mean to you? (Check all that apply) -Low sodium

20.5% 79.5% 100.0%



healthy" mean to you? (Check all that apply) -Low sodium

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Low sodium * What is



48









N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Low sugar * What is



Male Female

What does "eating

healthy" mean to

you? (Check all that apply)

-Low sugar

no Count 8 27 35

% within What does "eating healthy" mean to you? (Check all

that apply) -Low sugar

22.9% 77.1% 100.0%

yes Count 12 32 44



27.3% 72.7% 100.0%




25.3% 74.7% 100.0%


49

What does "eating healthy" mean to you? (Check all that apply) -Low sugar * What is


Value df Asymptotic


Exact Sig.

(2-sided)

Exact Sig.

(1-sided)





Linear-by-Linear

Association

.198 1 .656

N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Eating fresh foods *

What is your gender? - Crosstab - May 3, 2015


Male Female

What

does "eating healthy"

mean to you?

(Check all that apply) -

Eating fresh

foods

no Count 7 7 14


healthy" mean to you? (Check all that apply) -Eating fresh foods

50.0% 50.0% 100.0%

yes Count 13 52 65


healthy" mean to you? (Check all that apply) -Eating fresh foods

20.0% 80.0% 100.0%



25.3% 74.7% 100.0%


50

that apply) -Eating fresh foods

What does "eating healthy" mean to you? (Check all that apply) -Eating fresh foods *

What is your gender? - Chi-Square Tests - May 3, 2015









N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Well-balanced * What is



Male Female

What


mean to you?


Well-balanced

no Count 5 10 15


healthy" mean to you? (Check all that apply) -Well-balanced

33.3% 66.7% 100.0%

yes Count 15 49 64


healthy" mean to you? (Check all that apply) -Well-balanced

23.4% 76.6% 100.0%



51

% within What does "eating healthy" mean to you? (Check all that apply) -Well-balanced

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Well-balanced * What is










N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Whole grains * What is



Male Female

What does

"eating healthy"

mean to you? (Check

all that apply) -

Whole grains

No Count 8 24 32


healthy" mean to you? (Check all that apply) -Whole grains

25.0% 75.0% 100.0%

Yes Count 12 35 47


that apply) -Whole grains

25.5% 74.5% 100.0%


52


% within What does "eating healthy" mean to you? (Check all that apply) -Whole grains

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Whole grains * What is






Continuity Correctionb .000 1 1.000




N of Valid Cases 79



What does "eating healthy" mean to you? (Check all that apply) -Other (please specify) *

What is your gender? - Crosstab - May 3, 2015


Male Female

What


mean to you?


Other

No Count 19 54 73


healthy" mean to you? (Check all that apply) -Other (please specify)

26.0% 74.0% 100.0%

Yes Count 1 5 6


healthy" mean to you? (Check all

16.7% 83.3% 100.0%


53

(please specify)

that apply) -Other (please specify)



healthy" mean to you? (Check all that apply) -Other (please specify)

25.3% 74.7% 100.0%

What does "eating healthy" mean to you? (Check all that apply) -Other (please specify) *

What is your gender? - Chi-Square Tests - May 3, 2015

Value df Asymptotic


Exact Sig.

(2-sided)

Exact Sig.

(1-sided)






N of Valid Cases 79



Likelihood to Purchase

Condition (label/no label) T-Tests

Log

Log - Log - May 3, 2015

T-TEST GROUPS=condition(0 1)

/MISSING=ANALYSIS

/VARIABLES=Pref /CRITERIA=CI(.95). T-Test T-Test - Group Statistics - May 3, 2015


54

Condition (no label versus label)

N Mean Std. Deviation

Std. Error Mean

How likely would you be to

purchase this product?-I would

purchase this product.

No label 28 3.18 1.188 .225

Label 38 3.74 1.155 .187

T-Test

T-Test - Independent Samples Test - May 3, 2015

Levene's Test

for Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2-

tailed)

Mean Differ

ence

Std. Error

Difference

95% Confidence

Interval of the Difference

Lower Upper

How

likely

would

you be

to

purchas

e this

product

?-I

would

purchas

e this

product

.

Equal

variances assumed

.567 .454 -1.917 64 .060 -.558 .291 -1.140 .023

Equal

variances not assumed

-1.909 57.394 .061 -.558 .292 -1.144 .027


55

Likelihood to Purchase – Why? Correlation

Log - Log - May 3, 2015

CORRELATIONS

/VARIABLES=Pref GoodSnack Brand Gluten

/PRINT=TWOTAIL NOSIG

/MISSING=PAIRWISE. Correlations Correlations - Correlations - May 3, 2015

How likely

would you be to purchase

this product? -I would purchase this

product.

Why

would you

purchase this product?

-Good snack

Why

would you


-Brand name

Why

would you

purchase this product

? -Gluten

Free

How likely would you be to purchase this product?

-I would purchase this product.

Pearson Correlation 1 .720** .583** .436**

Sig. (2-tailed) .000 .000 .000

N 66 66 66 66

Why would you

purchase this product? -Good snack

Pearson Correlation .720** 1 .636** .403**

Sig. (2-tailed) .000 .000 .000

N 66 79 79 79

Why would you


-Brand name

Pearson Correlation .583** .636** 1 .464**

Sig. (2-tailed) .000 .000 .000

N 66 79 79 79

Why would you purchase this product?

-Gluten Free

Pearson Correlation .436** .403** .464** 1

Sig. (2-tailed) .000 .000 .000

N 66 79 79 79

**. Correlation is significant at the 0.01 level (2-tailed).


56

Reason for Purchase Regression

Log

Log - Log - May 3, 2015

REGRESSION

/MISSING LISTWISE

/STATISTICS COEFF OUTS R ANOVA

/CRITERIA=PIN(.05) POUT(.10)

/NOORIGIN

/DEPENDENT Pref

/METHOD=ENTER GoodSnack. Regression

Regression - Variables Entered/Removed - May 3, 2015

Model Variables Entered Variables

Removed

Method

1 Why would you purchase this product? -Good snackb

. Enter

a. Dependent Variable: How likely would you be to purchase this product?


b. All requested variables entered.

Regression Regression - Model Summary - May 3, 2015

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .720a .519 .511 .834

a. Predictors: (Constant), Why would you purchase this product?-Good snack

Regression

Regression - ANOVA - May 3, 2015

Model Sum of Squares df Mean Square F Sig.

1 Regression 48.008 1 48.008 69.058 .000b

Residual 44.492 64 .695

Total 92.500 65


57

a. Dependent Variable: How likely would you be to purchase this product?


b. Predictors: (Constant), Why would you purchase this product?-Good snack

Regression Regression - Coefficients - May 3, 2015

Model Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.675 .242 6.909 .000

Why would you purchase

this product?-Good snack

.582 .070 .720 8.310 .000

a. Dependent Variable: How likely would you be to purchase this product? -I would purchase this product.

Health Perception

Label/no label T-Tests

Log

Log - Log - May 3, 2015

T-TEST GROUPS=condition(0 1)

/MISSING=ANALYSIS

/VARIABLES=Healthy

/CRITERIA=CI(.95). T-Test T-Test - Group Statistics - May 3, 2015

Condition (no label versus label)

N Mean Std. Deviation Std. Error Mean

Do you consider this

a healthy food

product?

-Unhealthy:Healthy

no label 40 2.13 .723 .114

label 36 2.31 .980 .163


58

T-Test T-Test - Independent Samples Test - May 3, 2015

Levene's

Test for Equality of

Variances

t-test for Equality of Means

F Sig. t df Sig. (2-taile

d)

Mean Difference

Std. Error Differe

nce

95% Confidence Interval of the

Difference

Lower Upper

Do you conside

r this a healthy

food product?-

Unhealthy:Heal

thy

Equal variances

assumed

7.678 .007 -.920 74 .361 -.181 .196 -.572 .211

Equal variances

not assumed

-.906 63.898 .369 -.181 .199 -.579 .218

Label Importance

Gender – Ingredient Labeling Crosstabs

Log

Log - Log - May 3, 2015

GET

FILE='/Users/Blanco/Downloads/Gluten_Free_Product_Perceptions 2.sav'.

DATASET NAME DataSet2 WINDOW=FRONT.

CROSSTABS

/TABLES=Q2 BY Q14

/FORMAT=AVALUE TABLES

/STATISTICS=CHISQ

/CELLS=COUNT ROW

/COUNT ROUND CELL. Crosstabs Crosstabs - Active Dataset - May 3, 2015

[DataSet2] /Users/Blanco/Downloads/Gluten_Free_Product_Perceptions 2.sav


59

Crosstabs Crosstabs - Case Processing Summary - May 3, 2015

Cases

Valid Missing Total


What is your gender? * Are ingredient

labels important to you while making

grocery purchases?

77 92.8% 6 7.2% 83 100.0%

Crosstabs Crosstabs - What is your gender? * Are ingredient labels important to you while making grocery

purchases? Crosstabulation - May 3, 2015

Are ingredient labels

important to you while making grocery purchases?

Total

Yes No

What is your

gender?

Male Count 11 8 19

% within What is your gender? 57.9% 42.1% 100.0%

Female Count 47 11 58




Crosstabs

Crosstabs - Chi-Square Tests - May 3, 2015 Chi-Square TestsChi-Square Tests, table, 1 levels of column headers and 1 levels of row headers,

table with 6 columns and 10 rows Value df Asymptotic Significance (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 4.123a 1 .042 Continuity Correctionb 2.972 1 .085 Likelihood Ratio 3.838 1 .050 Fisher's Exact Test .064 .046 Linear-by-Linear

Association 4.069 1 .044 N of Valid Cases 77 a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.69. b. Computed only for a 2x2 table