Universidad Peruana Cayetano Heredia

Applying customer journey mapping in social marketing to understand salt-related behaviors in cooking. A case study

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dc.contributor.author Cateriano-Arévalo, E.
dc.contributor.author Saavedra García, Lorena María
dc.contributor.author Ponce-Lucero, V.
dc.contributor.author Miranda, J. Jaime
dc.date.accessioned 2022-02-01T21:18:28Z
dc.date.available 2022-02-01T21:18:28Z
dc.date.issued 2021
dc.identifier.uri https://hdl.handle.net/20.500.12866/11301
dc.description.abstract Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee’ responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior en_US
dc.language.iso eng
dc.publisher MDPI
dc.relation.ispartofseries International Journal of Environmental Research and Public Health
dc.rights info:eu-repo/semantics/restrictedAccess
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
dc.subject Article en_US
dc.subject female en_US
dc.subject human en_US
dc.subject Hypertension en_US
dc.subject decision making en_US
dc.subject household en_US
dc.subject salt intake en_US
dc.subject cooking en_US
dc.subject kitchen en_US
dc.subject Behavior change en_US
dc.subject standard en_US
dc.subject sodium chloride en_US
dc.subject consumer attitude en_US
dc.subject customer journey mapping en_US
dc.subject Customer journey mapping en_US
dc.subject food ingredient en_US
dc.subject food processing en_US
dc.subject meal en_US
dc.subject Salt intake en_US
dc.subject social marketing en_US
dc.subject Social marketing en_US
dc.title Applying customer journey mapping in social marketing to understand salt-related behaviors in cooking. A case study en_US
dc.type info:eu-repo/semantics/article
dc.identifier.doi https://doi.org/10.3390/ijerph182413262
dc.relation.issn 1660-4601


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