CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION
An analysis is a detailed examination of a topic. It involves performing research and separating results into
smaller, logical topics to form reasonable conclusions. It presents a specific argument about the topic and
supports that argument with evidence.

The first part of this analysis is quantitative analysis (QA). It is a technique that uses mathematical and
statistical modelling, measurement, and research to understand behavior. It represents a given reality in
terms of a numerical value.

The second part however was analyzed qualitatively. Qualitative analysis uses subjective judgment based on
non-quantifiable data. It deals with intangible and inexact information that can be difficult to collect and
measure. The type of qualitative analysis used in the research analysis is ‘Thematic Analysis’.

Thematic analysis is one of the most common forms of analysis within qualitative research. It emphasizes
identifying, analyzing and interpreting patterns of meaning (or Themes) within qualitative data. It is usually
applied to a set of text, such as interview or transcripts. The researcher closely look at the data to identify
common themes – topics, ideas and patterns of meaning that come up repeatedly.

This chapter therefore entails the analysis of data collected qualitatively and quantitatively. The data
collected via this two research methods – questionnaire and interview, was analyzed based on the research
questions and the hypothesis spelt out.

4.2 SOCIO-DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENTS

AGE
Under 18 00%
18-24years 04%
25-34years 00%
35-44years 25%
45-54years 05%
55-64years 00%
65years and older 66%
TOTAL% 100%
 GENDER
Male 54%
Female 46%
Non-binary 00%
Prefer not to say 00%
TOTAL% 100%
OCCUPATION
Employed 85%
Unemployed 09%
Self employed 06%
TOTAL% 100%
MONTHLY INCOME RANGE BEFORE TAX
>£1000 39.8%
£1000-£2000 25.5%
£2000-£3000 21.4%
£3000-£4000 2.1%
£4000 and above 11.2%
TOTAL% 100%
Figure 1. (Source: questionnaire, 2023)
The Socio-Demographic characteristics of the respondents’ at it concerns the ages of the respondents shows
that the larger share of the respondents were the elderly with 66% of the total respondents. Also, 25% falls
between ages 35 to 44, and 5% falls within the age range 45-54. A meagre amount of the respondents, 4%
were between ages 18-24.

Talking about the gender of the respondents, all were willing to give a mention to their genders. A larger
share of 54% were males and 46% ere females. None of the respondent reported non-binary.

Questioning their occupation, 85% of the respondents were employed, 9% unemployed and a paltry 6%
wee self-employed.
When asked about their monthly income range, 98 respondents gave their response. 39.8% earn less than
£1000. Also, the data shows that 25.5% earns between £1000 - £2000, while 21.4% earns between £2000 -
£3000. 11.2% of the respondents earns more than £4000 while 2.1% earns between £3000 - £4000.

4.3 ADDITIONAL DEMOGRAPHYIC CHRCTERISTICS OF THE RESPONDENTS.

ETHNICITY
Black or British Black 50%
Black or African American 39%
Whites 04%
African 04%
Black Africans 02%
Mixed/Multiple ethnic groups 01%
TOTAL% 100%
MARITAL STATUS
Married 57%
Widowed 02%
Divorced 00%
Separated 02%
Never married 39%
TOTAL% 100%
HIGHEST EDUCATIONAL LEVEL
Less than high school 00%
High school graduate 00%
Associate degree 01%
Bachelor’s degree 48%
Master’s or Higher education 51%
TOTAL% 100%
Figure 2 (Source: Questionnaire, 2023)
Asking additional questions on the demographic characteristics of the respondents, the figure 2 shows that
ethnically, 50% of the respondents were Black or Black British. The data also showed that 39% were Black
or African American. Both whites and African respondents had 4% each, while Black Africans had a paltry
2%. There was 1% of mixed or multiple ethnic group.

When the respondents were questioned about their marital status, the larger percentage were married with
57% of the total respondents. The data also showed that 39% were never married while a meagre 2% each
were either separated or widowed.

When the respondents were questioned about the highest educational level they have attained, 51% has a
MSc. Degree or higher education, while 48% has a Bachelor’s degree. Just one of the respondent has an
Associate Degree representing 1%.

4.4 ANALYSIS OF STATED RESEARCH QUESTIONS

I Consumer Preferences and Awareness

How frequently they purchase baked

goods from physical retail stores in a
month?
Less than once a 12%
month
Once a month 18%
2-3 times a month 40%
Once a week 21%
More than once a 9%
week
TOTAL 100%
Figure 3. (Source: Questionnaire 2023)
When the respondents were questioned on ‘how frequently they purchase baked goods from physical retail
stores in a month’, 40% responded they do so between 2-3 times a month. Also, 21% explained that their
purchase is usually once in a week. 18% answered once in a month and 12% opined they do less than once
in a month. Moreover, 9% of the respondents answered more than once a week.

Price Tast Healthiness Brand Promotion/ Other

e / reputatio Offers s
Nutritional n
Content
When choosing 100 70 81 57 33 21 02
baked goods, respondent
 what factors s
influence your
decision?
Figure 4. (Source: Questionnaire, 2023)
Responding to the question ‘When choosing baked goods, what factors influence your decision?’, the
largest choice of the respondents was taste with 81 responses. 70 of the responses agreed that price
influences their decisions. Also, 57 of the responses, agreed to healthiness/nutritional content being an
influencing factor, while 33 picked brand reputation as an influence. Furthermore, promotions/offers had 21
picks from the respondents, while time/need for on the go food and the expiry date of the product each has 1
pick.

To what extent does Price, Taste, Healthiness/Nutritional

content, Brand Reputation, Promotions/Offers and any other
factor (specify) influences your decision(s) on choosing
baked good?’
Never 05
Sometimes 32
PRICE About half the time 10
Most of the time 25
Always 24
TOTAL no of response 96
Never 05
Sometimes 18
TASTE About half the time 05
Most of the time 21
Always 49
TOTAL no of response 98
Never 04
HEALTHINESS/ Sometimes 26
NUTRITIONAL About half the time 09
CONTENT Most of the time 28
Always 30
TOTAL no of response 97
Never 09
Sometimes 39
BRAND About half the time 15
REPUTATION Most of the time 17
Always 12
TOTAL no of response 92
Never 12
 PROMOTION/ Sometimes 37
OFFERS About half the time 15
Most of the time 14
Always 11
TOTAL no of response 89
Figure 5. (Source: Questionnaire, 2023)
When asked the question ‘To what extent does Price, Taste, Healthiness/Nutritional content, Brand
Reputation, Promotions/Offers and any other factor (specify) influences your decision(s) on choosing
baked good?’, the data shows 32 responses that price sometimes influence their decision, 25 respondents
opined that price influences them most of the time. Also, 24 responded that price is always an influence,
while 10 respondents explained that price is an influenced in about half the time. Moreover, 5 responded
that price is never an influence in their decision.

The data shows that 49 responded that taste always influence their decision, 21 opined that taste influences
them most of the time. Also, 18 posited that taste sometimes influence their decision, while 5 each explained
that taste is an influenced in about half the time, and taste has never been an influence.

Furthermore, the data shows that 30 responded that healthiness/nutritional content always influence their
decision, 28 opined that healthiness/nutritional content influences them most of the time. Also, 26 posited
that healthiness/nutritional content sometimes influence their decision, while 9 explained that
healthiness/nutritional content is an influenced in about half the time. Moreover, 4 responded that
healthiness/nutritional content has never been an influence.

Also, the data shows that 39 responded that brand reputation sometimes influence their decision, 17 opined
that brand reputation influences them most of the time. Also, 15 posited that brand reputation influence their
decision about half the time, while 12 responded that brand reputation is always an influence in them
making their decision. Moreover, 9 explained that brand reputation has never been an influence.

More so, the data shows that 37 responded that promotions/offers sometimes influence their decision, 15
opined that promotions/offers influences them about half the time. Also, 14 posited that promotions/offers
most of the times influence their decision, while 12 each explained that promotions/offers has never been an
influence. Moreover, 11 responded that promotions/offers has always been an influence.

The data also showed that other factors mentioned by respondents as influences on their decision(s) on
choosing baked goods include the time/need for on the go food and the expiry date of such good.
 Are you aware of HFSS regulations
in relation to food products,
including baked goods, in physical
retail stores?
YES 34%
NO 66%
TOTAL% 100%
Figure 6. (Source: Questionnaire, 2023)
When asked the question ‘are you aware of HFSS regulations in relation to food products, including
baked goods, in physical retail stores?’, 66% of the respondent answered in the negative, they opined that
they are not aware, while 34% agreed that they were aware of such regulations.

Do you consider HFSS regulations when

making your purchase decisions for baked
goods?

Never 56.5%
Sometimes 26.2%
About half the time 8.08%
Most of the time 5.05%
Always 4.04%
TOTAL 100%
Figure 7. (Source: Questionnaire, 2023)
Responding to the question ‘Do you consider HFSS regulations when making your purchase decisions
for baked goods?’, 99% respondents gave their answer. The data shows 56.6% of the respondents posited
that they had never considered HFSS regulations when making their purchase decisions for baked foods,
26.3% opined that they sometimes do. Also, 8.08% explained that they do so about half the time, while
5.05% argued that they do most of the times. Moreover, 4.04% explained that they always do.

II Impact of HFSS Regulations on Purchase Behavior

To what extent have the HFSS regulations influenced your

purchase decisions for baked goods?’ (made me choose
healthier alternatives, made me reduce the consumption of
HFSS products, made me more conscious of product labels
and nutritional content, no significant impact, other
{specify})
Strongly disagree 18.89%
Made me choose Somewhat disagree 10%
healthier Neither agree nor 33.33%
 alternatives disagree
Somewhat agree 21.11%
Strongly agree 16.67%
TOTAL no of response 100%
Strongly disagree 20.93%
Made me reduce Somewhat disagree 14%
the consumption Neither agree nor 39.5%
of HFSS disagree
products Somewhat agree 16.3%
Strongly agree 9.3%

TOTAL no of response 100%

Strongly disagree 14.61%
Made me more Somewhat disagree 7.9%
conscious of Neither agree nor 34.83%
product labels disagree
and nutritional Somewhat agree 21.35%
content Strongly agree 21.35%

TOTAL no of response 100%

Strongly disagree 27.06%
Somewhat disagree 14.12%
No significant Neither agree nor 31.76%
impact disagree
Somewhat agree 12.94%
Strongly agree 14.12%
TOTAL no of response 100%
Strongly disagree 19.35%
Other {specify} Somewhat disagree 9.68%
Neither agree nor 51.61%
disagree
Somewhat agree 6.45%
Strongly agree 12.90%
TOTAL no of response 100%
Figure 8. (Source: Questionnaire, 2023)
When asked the question ‘to what extent have the HFSS regulations influenced your purchase decisions
for baked goods?’ (made me choose healthier alternatives, made me reduce the consumption of HFSS
products, made me more conscious of product labels and nutritional content, no significant impact, other
{specify}), the data shows that 33.33% of the respondents neither agreed or disagreed that HFSS regulations
made them choose healthier alternatives, 21.11% somewhat agreed. Also, 18.89% strongly disagreed to this
position, while 16.67% strongly agree. Moreover, 10% somewhat disagreed to the position that HFSS
regulations made them choose healthier alternatives.

The data above also shows that 39.50% of the respondents neither agreed nor disagreed that HFSS
regulations made them reduce their consumption of HFSS products, 20.93% strongly disagree. Also,
16.30% somewhat agreed to this position, while 14% somewhat disagree. Moreover, 9.3% strongly agreed
to the position that HFSS regulations made them reduce their consumption of HFSS products.

Also, the data shows that 34.83% of the respondents neither agreed nor disagreed that HFSS regulations
made them more conscious of product labels and nutritional contents, 21.35% each of the respondents
somewhat agreed and strongly agreed respectively. Also, 14.61% strongly disagreed to this position, while
7.9% somewhat disagree.

Furthermore, the data shows that 31.76% of the respondents neither agreed nor disagreed that HFSS
regulations had no significant impact on them to influence their purchase decision or baked good, 27.06% of
the respondents strongly disagreed. Also, 14.12% each of the respondents somewhat disagreed and strongly
agreed respectively to this position, while 12.94% somewhat agreed.

More so, the data shows that 51.61% of the respondents answered that they neither agreed nor disagreed that
there were other reasons as to why HFSS regulations influenced their purchase decisions for baked goods.
19.35% strongly disagreed, 12.90% strongly agreed while 9.68% somewhat disagreed. Moreover, 6.45%
somewhat agreed.

Have you observed any changes in the availability

of HFSS products in physical retail stores since the
introduction of HFSS regulations?
No 21.4%
Not sure 72.4%
Yes 6.2%
TOTAL% 100%
Figure 9. (Source: Questionnaire, 2023)
When asked the question ‘have you observed any changes in the availability of HFSS products in physical
retail stores since the introduction of HFSS regulations?’, the data shows that 98% of the respondent gave
their answer. 72.4% answered they are not sure if they have observed any changes in the availability of
HFSS products in physical retail stores since the introduction of HFSS regulations, while 21.4% affirm not
to have observed any changes. However, 6.2% answered positive.
 Fewer More Re- Promoti Other
HFSS healthier positionin onal (please
products alternati g of HFSS changes specify)
availabl ves products (e.g.,
e availabl within the fewer
e store discount
s on
HFSS
products
)
What specific 37 06 18 09 06 09
changes have respondent
you noticed? s
(Select all that
apply)
Figure 10. (Source: Questionnaire, 2023)
On the question about ‘what specific changes have you noticed? (Select all that apply)’, 48.6% of the
largest choice of the respondents was the changes as to the availability of more healthier alternatives. 24.3%
of the responses mentioned repositioning of HFSS products within the stores as a notable change. Also,
16.2% responses each highlighted fewer HFSS products availability, promotional changes and other factors
respectively.

To what extent has the HFSS regulation affected fewer

HFSS products available, more healthier alternatives
available, re-positioning of HFSS products within the store,
and promotional changes?’
Fewer HFSS Not effective at all 18.84%
products Slightly effective 21.74%
available Moderately 46.38%
effective
Very effective 10.14%
Extremely effective 2.90%
TOTAL no of response 100%
More healthier Not effective at all 10.96%
alternatives Slightly effective 12.33%
available Moderately 41.10%
effective
Very effective 20.55%
Extremely effective 15.07%
TOTAL no of response 100%
Re-positioning Not effective at all 10%
of HFSS Slightly effective 18.57%
 products within Moderately effective 48.57%
the store Very effective 20%
Extremely effective 2.86%
TOTAL no of response 100%
Promotional Not effective at all 14.86%
changes (e.g., Slightly effective 17.57%
fewer discounts Moderately effective 51.35%
on HFSS Very effective 12.16%
products) Extremely effective 4.05%
TOTAL no of response 100%
Other (please Not effective at all 21.21%
specify) Slightly effective 21.21%
Moderately effective 39.39%
Very effective 12.12%
Extremely effective 6.07%
TOTAL no of response 100%
Figure 11. (Source: Questionnaire, 2023)
To the question ‘to what extent has the HFSS regulation affected fewer HFSS products available, more
healthier alternatives available, re-positioning of HFSS products within the store, and promotional
changes?’, the data above shows that for fewer HFSS products available, 46.38% of the respondents posited
that HFSS regulations has been moderately effective, while 21.74% opined that it has been slightly
effective. Also, 18.84% disagreed and argued that it has not been effective and 10.14% think it has been
very effective. Moreover, 2.90% posited that it has been extremely effective.

Also, the data shows that for more healthier alternatives available, 41.10% of the respondents posited that
HFSS regulations has been moderately effective, while 20.55% opined that it has been very effective. Also,
15.07% posited that it has been extremely effective and 12.33% think it is slightly effective. Moreover,
10.96% argued and affirmed that it has not been effective.

Furthermore, the data also shows that for repositioning of HFSS product within the store, 48.57% of the
respondents posited that HFSS regulations has been moderately effective, while 20% opined that it has been
very effective. Also, 18.57% argued that it has been slightly effective and 10% think it has not been
effective. Moreover, 2.86% posited that it has been extremely effective.

The data also shows that for promotional changes (e.g., fewer discounts on HFS products), 51.35% of the
respondents posited that HFSS regulations has been moderately effective, while 17.57% opined that it has
been slightly effective. Also, 14.86% disagreed and argued that it has not been effective and 12.16% think it
has been very effective. Moreover, 4.05% posited that it has been extremely effective.
More so, the data shows that from the other options different from the above stated, 39.39% of the responses
answered moderately effective, 21.21% responses each answered not effective at all and slightly effective
respectively. Also, 12.12% responses answered very effective while 6.07% answered extremely effective.

III Strategies for Improving Sales Performance

Introduc Offering Providing Educatin Redesig Collabo Other

ing more discount clear g ning rating (please
healthier s/promot nutritional custome store with specify)
baked ions on informatio rs about layouts supplier
goods healthier n on the to s to
options alternati product benefits highlig reformu
ves labels of ht late
healthier healthie HFSS
choices r product
options s
Which of the 100 82 58 67 58 44 42 01
following Respondent
strategies do
you think would
be effective in
improving the
sales
performance of
baked goods in
physical retail
stores while
adhering to
HFSS
regulations?
(Select all that
apply)’
Figure 12. (Source: Questionnaire, 2023)
When asked the question ‘which of the following strategies do you think would be effective in improving
the sales performance of baked goods in physical retail stores while adhering to HFSS regulations?
(Select all that apply)’, the data shows 82 choice of the respondents agreeing with the position that
introducing more healthier baked goods options would be a good enough and effective strategy for improve
sales performance of baked goods in physical retail stores while adhering to HFSS regulations. Also, 67 of
the responses mentioned providing clear nutritional information on product labels as an appropriate strategy.
The data also shows 58 responses each agreeing with offering discounts/promotions on healthier alternatives
and educating customers about the benefits of healthier choices respectively as an effective strategy. Also,
the data also shows 44 response rate for redesigning store layouts to highlight healthier options as a strategy
while 42 agrees with collaborating with suppliers to reformulate HFSS products. However, 1 respondent
specified other strategies.

To what extent has the HFSS regulation affected fewer HFSS

products available, more healthier alternatives available, re-
positioning of HFSS products within the store, and promotional
changes?’
Introducing more Not effective at all 2.15%
healthier baked Slightly effective 18.28%
goods options Moderately 15.05%
effective
Very effective 34.41%
Extremely effective 30.11%
TOTAL no of response 100%
Offering Not effective at all 4.55%
discounts/promotions Slightly effective 15.91%
on healthier Moderately 20.45%
alternatives effective
Very effective 31.82%
Extremely effective 27.27%
TOTAL no of response 100%
Providing clear Not effective at all 2.41
nutritional Slightly effective 13.25%
information on Moderately effective 22.89%
product labels Very effective 21.67%
Extremely effective 39.76%
TOTAL no of response 100%
Educating customers Not effective at all 5.62%
about the benefits of Slightly effective 21.35%
healthier choices Moderately effective 31.46%
Very effective 24.72%
Extremely effective 16.85%
TOTAL no of response 100%
Redesigning store Not effective at all 21.21%
layouts to highlight Slightly effective 21.21%
healthier options Moderately effective 39.39%
Very effective 12.12%
Extremely effective 6.07%
TOTAL no of response 100%
Collaborating with Not effective at all 5.62%
suppliers to Slightly effective 14.61%
 reformulate HFSS Moderately effective 29.31%
products Very effective 27%
Extremely effective 23.60%
TOTAL no of response 100%
Other (please Not effective at all 4.76%
specify) Slightly effective 28.57%
Moderately effective 38.10%
Very effective 19.05%
Extremely effective 9.52%
TOTAL no of response 100%
Figure 12. (Source: Questionnaire, 2023)
On the question ‘How effective do you consider the following (introducing more healthier baked good
option, offering discounts/promotions on healthier alternatives, providing clear nutritional information
on product labels, educating customers about the benefits of healthier choices, redesigning store layouts
to higher healthier options, collaborating with suppliers to reformulate HFSS products)’?, the data above
shows that to introduce more healthier baked good option, 34.41% of the respondents posited that it has
been very effective, while 30.11% opined that it has been extremely effective. Also, 18.28% answered that
it has been slightly effective and 15.05% think it has been moderately effective. Moreover, 2.15% argued
that it has not been effective.

Also, the data shows that to offer discounts/promotions on healthier alternatives, 31.82% of the respondents
posited that it has been very effective, while 27.27% opined that it has been extremely effective. Also,
20.45% answered that it has been moderately effective and 15.91% think it has been slightly effective.
Moreover, 4.55% argued that it has not been effective.

Furthermore, the data shows that for the option of providing clear nutritional information on product labels,
39.76% of the respondents posited that it has been very effective, while 22.89% opined that it has been
extremely effective. Also, 21.67% answered that it has been moderately effective and 13.25% think it has
been slightly effective. Moreover, 2.41% argued that it has not been effective.

Also, the data shows that to educate customers about the benefits of healthier choices, 31.46% of the
respondents posited that it has been extremely effective, while 24.72% opined that it has been moderately
effective. Also, 21.35% answered that it has been very effective and 16.85% think it has been slightly
effective. Moreover, 5.62% argued that it has not been effective.

In continuation, the data shows that to redesign store layouts to highlight healthier options, 39.39% of the
respondents posited that it has been moderately effective, while 21.21% each opined that it has not been
effective at all and I has slightly been effective respectively. Also, 12.12% answered that it has been very
effective and 6.07% think it has been extremely effective.

More so, the data shows that for the option of collaborating with suppliers to reformulate HFSS products,
29.31% posited that it has been moderately effective, 27% answered it has been very effective and 23.60%
agreed that it has been extremely effective. Also, 14.61% answered that it has been slightly effective and
5.6% response was that it has not been effective at all.

Also, the data shows that for other factors that HFSS has affected, 38.10% of the responses agreed that it has
been moderately effective, 28.57%argued that it has been slightly effective and 19.05% responded it has
been very effective. More so, 9.52% response posited that it has been extremely effective and 4.76%
responded not effective at all.

How likely are you to purchase baked

goods if they are positioned in specific
areas of the store away from checkouts and
entrances to comply with HFSS
regulations?
Extremely unlikely 4.04%
Somewhat unlikely 8.08%
Neutral 42.4%
Somewhat likely 28.3%
Extremely likely 18.2%
TOTAL 100%
Figure 13. (Source: Questionnaire, 2023)
On the question ‘how likely are you to purchase baked goods if they are positioned in specific areas of the
store away from checkouts and entrances to comply with HFSS regulations?’, 99% of the respondents
answered the question. The data shows that 42.2% of the respondents were neutral in their opinion on this
question, while 28.3% answered that they are somewhat likely to purchase baked goods if they are
positioned in specific areas of the store away from checkouts an entrances to comply with HFSS
regulations. Also, 18.2% of the respondents agreed that it is extremely like that they would make a
purchase, and 7.07% of the answered that it is somewhat unlikely that they make a purchase. Moreover,
4.o4% responded to being extremely unlikely to make such purchase.

4.4 DISCUSSION OF FINDINGS.

According to Wang et al. (2018), the retailers play a prominent role in enhancing customer satisfaction
on behalf of manufacturers. This research agrees with this position. The retail stores who were
respondents to these research work had shown that the role of the middle-man they are supposedly
playing cannot be overestimated. The retailers have direct access to the customers who are the direct
consumers of these baked goods.

According to Lindecrantz et al, (2020), customers today are empowered with abundant information
about products, pricing, and competition, and they expect retailers to have a deep understanding of their
preferences. This position agrees with the result of this research. Figure 5 above shows a larger
percentage of respondents agreeing to taste and price respectively as factors influencing their decisions
when choosing baked goods.

According to Briedis et al. (2020), to stay competitive, retailers, regardless of their market segment or
whether they operate in the UK or online, must prioritize providing a hassle-free and seamless
experience for their customers. This position also corroborate the result of this research. When asked the
question as regards what extent has the HFSS regulation affected fewer HFSS products available, more
healthier alternatives available, re-positioning of HFSS products within the store, and promotional
changes, a larger percentage of the respondent agreed that HFSS products in the stores should be
repositioned.

Kantar (2020), posited that the pricing of products and the availability of discounts and promotions play
a significant role in shaping consumer choices, particularly when it comes to healthier options in baked
goods. This position also agreed with the result of this research. In figure 4 when the question ‘when
choosing baked goods, what factors influence your decision? was asked, promotions/offers had 21 pick
from the respondents.

According to Zafar et al. (2022), the role of clear and informative labelling is crucial to communicating
the nutritional value and benefits of healthier baked goods to health-conscious consumers. The author
opined that the provision of accurate and transparent information on packaging and labelling, convey the
positive attributes of these products to consumers who prioritize their health and wellness. Also, this
opinion agrees with the result of this research. In figure 5, when the question ‘when choosing baked
goods, what factors influence your decision? Was asked, there was 33 picks for brand reputation as an
influence.

Food consumers have a critical need for information regarding food quality, safety, and the overall
supply chain. Research by Lehmann et al. (2011) emphasized the importance of providing this
information to meet consumer expectations. Consumers rely on such information, as highlighted by
(Chen, 2011), as it greatly influences their decision-making process when it comes to purchasing food
products. This research agrees with this position. When asked the question ‘when choosing baked
goods, what factors influence your decision? in figure 4 above, the question got 57 responses that
Healthiness/Nutritional contents are factors that influences them.

According to Nicolosi et al. (2023), health-conscious consumers are increasingly interested in the
sourcing and production practices behind the baked goods they purchase. They value transparency and
ethical considerations, such as organic certifications, sustainable ingredients, and fair trade practices.
This research also agrees with this position. In figure 5 above, when asked the question ‘ To what extent
does Price, Taste, Healthiness/Nutritional content, Brand Reputation, Promotions/Offers and any other
factor (specify) influences your decision(s) on choosing baked good?’, 30 respondents agreed that
Healthiness/Nutritional contents influences their decisions on choosing bake goods always.

THEMATIC ANALYSIS

This chapter presents the findings produced by the analysis, highlighting how participants understand and
talk about consumer’s Healthy Choices and the Sales Performance of baked goods in HFSS-compliant
physical retail stores in the UK. The chapter also aims to link existing literature covered within the
literature review with the findings from qualitative research conducted by the researcher. Linking the
findings from primary and secondary research in this way will in turn fulfill the research questions and
therefore lead to the conclusion of the research aim and objectives.

A thematic analysis is used to identify themes which emerge from and describe a given episode (Daly,
Kellehear, & Gliksman, 1997). In this case, the themes were taken from the interview conducted for four
store owners or managers of retail stores specializing in baked goods. The identification of themes comes
through the process of ‘careful reading and re-reading of the data’ (Rice & Ezzy, 1999, p. 258).

This study followed Braun & Clarke’s (2006) 6 step process for conducting thematic analysis in social
sciences. Firstly, the researcher familiarized themselves with the data. From this quite general initial
codes and categories were generated, for example ‘Victims’ and ‘council leadership. Within these
categories potential subthemes were gathered. These themes were reviewed to ensure they fit the nature
of the theme and maps of the analysis were created. The themes were further defined and named, final the
report was produced reporting on the thematic analysis.

RESULTS

The analysis suggests that there are four distinct themes that seem to reflect the participants’ perceptions.
These are: ‘HFSS regulations’, ‘Consume Choice’, ‘Sales Performance’ and ‘Customer Feedbacks’. Each
theme, and its subthemes, are subsequently described using quotes from across the interviews with the
participants.

5.1 SUMMARY OF THEMES AND SUB-THEMES

Main theme Sub-themes Description
HFSS regulations Compliance Retail stores compliance with
HFSS regulations
Consumer behavior Consumer’s disposition to HFSS
regulations.
Nutritional preference/choices The effect of HFSS on sales.
Consumer choice Healthier consciousness and Demands of health conscious
choice consumers are met.
Consumer preferences Consumer preferences for
healthier choices.
Consumer education Conscious knowledge of
nutritional information of baked
goods.
Sales performance Promotions Sales promotions aiding sales
performance.
Product visibility Placement and visibility of
HFSS-compliant products in
stores
Advertisement techniques Advertising techniques to
promote healthier baked goods
within the limitations of HFSS
regulations.
Customer feedbacks Consumer feedbacks. Consumer feedbacks on HFSS-
complaint baked goods.
Market strategies Insight for market strategies for
baked goods.

DEFINING AND NAMING THEMES:

HFSS regulations: This is the restrictions placed on some certain foods y the UK government. HFSS is a
shortened term for food and beverage products which are high in saturated fat, salt and sugar.

Consumer choice: consumer choice examines why people make the economic choices they do when
facing trade-offs, restrictions, and changes in their environment that affects their ability to consume.

Sales performance: Sales performance refers to how effectively your sales team performs within a
specific period of time.

Customer feedbacks: Customer feedback is information provided by customer about their experience
with a product or service.

Research Question 1: What is the effect of HFSS regulations on the sales performance of retail
stores in the UK?
The three research themes related to Question One can be viewed in the thematic map below:

What is the effect of

HFSS regulations on
the sales performance
of retail stores in the
UK?

Retail stores Consumer’s The effect of

compliance with disposition to HFSS on sales.
HFSS HFSS
regulations. regulations.

Retail stores compliance with HFSS regulations

The four participants reflected on the effect of HFSS regulations on the sales performance of retail stores
in the UK. I identified a high compliance rate with HFSS regulations among retail stores. For example,
Participant B commented;
‘…Well, here at our store we taken HFSS compliance seriously
by collaborating closely with our kitchen staff. We've always
maintained putting out benefits as our main goal. You know,
something that will benefit the customers…’
In the extract above, we can deduce that maintaining compliance is a crucial responsibility for retailers, as
it demonstrates a commitment to ethical business practices, protects the well-being of workers, and
upholds the standards set by regulatory bodies.

Another participant, participant C when asked the same question has this to say;

‘…Absolutely, ensuring compliance with HFSS regulations has

been a priority for us…’

We can see from the above statement also that retail stores have prioritize complying with NFSS
regulations. I deduce from both extract above that compliance with NFSS regulations in the UK is gaining
momentum and acceptability with retail store.

According to participant A;

‘…Our retail store has adopted a holistic approach to HFSS

compliance, encompassing product innovation, clear labeling,
and strategic merchandising…’

Retail stores are taking this compliance holistically, looking out for different measures to make sure that
their compliance wouldn’t affect their sales as well as their customer’s trust in them.

These findings support Islam and McPhail’s (2011) report which posited that in the context of the retail
industry, businesses are obligated to comply with various retail and regulatory compliance laws, which
vary depending on their location and the nature of their operations. Not only have retail stores complied,
they also see it as a priority.

Consumer’s disposition to HFSS regulations.

The disposition of consumers to HFSS regulations that seeks compliance on baked goods was an element
of the discussion with all four participants. How consumers adapted to this intervention by the
government to curb this public health concern was discussed. Reflecting on their experiences, Participant
A posited that,

‘…The HFSS regulation has catalyzed a shift in consumer

preferences towards healthier choices. For instance, our HFSS-
compliant granola bars have witnessed increased demand as
consumers seek nutritious snacks. The challenge lies in
reformulating recipes to meet nutrient profiling parameters
without compromising taste or texture…’
In the above extract, the adaptability mechanism embraced by the consumers is positive. Just as posited
by Muir et al. 2023, physical retail stores have employed successful strategies to promote baked goods
within the limitations of HFSS regulations, focusing on innovative advertising techniques and consumer
engagement. Consumers are now willing to make choice that would protect their health. More so, this
comes a bit easy as baked goods purchased are not compromising their taste or quality.

Another participant D has this to say;

‘…We've closely interacted with our customers to understand

their preferences. After gathering feedback through surveys and
social media, we introduced a range of vegan croissants made
with plant-based ingredients. This caters to both health-
conscious consumers and those seeking sustainable options,
striking a balance between health and sales...’

This extract also shows how much retail stored re doing to keep their customers as well as making sure
that they adhere to HFSS regulations. They try as much as possible to strike a balance between health and
of course sales, thereby gaining the trust of their customers.

This findings supports the position of Punit (2023), where he argued that consumer behaviour is
influenced by a multitude of factors, including personal preferences, social influences, cultural norms, and
individual motivations. Burge (2013), also lend his voice positing that motivations act as the driving force
behind retail consumer behaviour, pushing individuals to seek certain products or services in order to
fulfil their desires. The challenge is actually quite different, it’s no bout customer satisfaction. Also,
consumer interaction has been on the rise while striking a balance between health and taste has been
given more priority.

The effect of HFSS on sales.

The effect of HFSS on the overall sales level of retail stores in the UK is not same with all the stores. All
four respondents shared the same position on this. They all explained that HSS regulations helped them
think and innovate, coming out with new set of recipes that are of course HFSS constraints, but are very
much healthy for the consumers. According to the participants;

‘…The HFSS regulation has catalyzed a shift in consumer

preferences towards healthier choices. For instance, our HFSS-
compliant granola bars have witnessed increased demand as
consumers seek nutritious snacks. The challenge lies in
reformulating recipes to meet nutrient profiling parameters
 without compromising taste or texture. Overcoming this
challenge involves meticulous ingredient sourcing and
innovative baking techniques.…’

Participant A

‘…In truth, the regulations have led to a notable shift in our

sales dynamics. For instance, our healthier snack bars and
baked goods have witnessed increased demand among
consumers looking for healthier options…’

Participant B

‘…HFSS regulations prompted us to innovate. For instance, the

regulation inspired us to create HFSS-compliant cookies using
natural sweeteners. While this positively impacted our
reputation, there were challenges in striking the perfect balance
of sweetness without artificial additives. The regulations pushed
us to experiment and find solutions that both comply and satisfy
taste buds.…’

Participant C

‘…HFSS regulations encouraged us to innovate. We developed a

lower-sugar almond croissant that has gained a dedicated
following. The challenge was maintaining the pastry's signature
flakiness while reducing sugar. After several trials, we perfected
the recipe, offering customers a healthier yet indulgent option.
…’

Participant D

The extract shows that sales dynamics have changed with consumers demanding more for healthier
options and bakers producing more healthier options too.

This findings agree with the work of Muir et al. (2023c), when he posited that physical retail stores have
employed successful strategies to promote baked goods within the limitations of HFSS regulations,
focusing on innovative advertising techniques and consumer engagement. Also, Watson (2022), argued
that by collaborating with marketing and insights teams, retailers have developed customer-focused
campaigns that addressed their needs and clearly communicate how their offerings can solve customer
issues. Consumer’s demands have relatively increased.
The findings on the other hand disagreed with the position of Zhang (2018), where he opined that, upon
examining the impact of regulations on baked goods, it becomes evident that these regulations have far-
reaching consequences, affecting almost every section within a typical physical store. Consequently,
Physical retail stores find themselves compelled to reconsider these products' placement and promotion
strategies.

Research Question 2: How do consumer choices affect the sales performance of HFSS-compliant
retail stores in the UK?
In taking into consideration the second research question, the three overarching themes were as follows,
‘Demands of health conscious consumers are met’, ‘Consumer preferences for healthier choices’ and
‘Conscious knowledge of nutritional information of baked goods’. These themes can be viewed in the
thematic map below.

How do consumer
choices affect the sales
performance of HFSS-
compliant retail stores
in the UK?

Consumer Demands of Conscious

preferences for health conscious knowledge of
healthier choices. consumers are nutritional
information of
met.
baked goods.

Consumer preferences for healthier choices.

The theme, ‘Consumer preferences for healthier choices’, represents an element of the transcripts that I
felt was important to highlight when considering how consumer choice affect the sales performance of
HFSS-compliant retail stores in the UK. For example, Participant A expressed the view that;

‘…Ensuring alignment between health-conscious preferences

and sales targets involves a dynamic feedback loop. We
proactively engage with our customers through focus groups,
surveys, and online communities to understand their evolving
needs. This input drives our product development, ensuring that
our HFSS-compliant baked goods not only cater to health-
 conscious consumers but also resonate with a broader
audience…’

This acknowledged that the health conscious preferences of the retail stores helps them project a sales
target. More so, engaging with the consumers and understanding their now evolving needs were some of
the factors that aided the consumers also to continue to purchase baked goods.

Other Participants also shared the same sentiment. Participant C posited that;

‘…We've fine-tuned our product range based on customer

preferences. Through regular surveys and in-store
conversations, we've learned that health-conscious customers
appreciate whole-grain options. So, we've introduced nutrient-
rich whole-grain bread and pastries that have gained popularity
without compromising sales. It's about finding that sweet spot
where health and flavor meet…’

While Participant D added;

‘…We've closely interacted with our customers to understand

their preferences. After gathering feedback through surveys and
social media, we introduced a range of vegan croissants made
with plant-based ingredients. This caters to both health-
conscious consumers and those seeking sustainable options,
striking a balance between health and sales…’

The findings agree with the position of Smith et al, (2009), he posited that, people are much more
concerned about their health and what they eat. They want to make healthier choices, even regarding
baked goods.

Sritharan (2022) argued that health-conscious consumers prioritize their well-being and seek out products
that align with their health goals. They are often mindful of the nutritional content of the foods they
consume and tend to look for healthier alternatives that offer balanced nutrition and wholesome
ingredients. Retail stores probe to be sure of their customer’s needs giving preference to the consumers.

Demands of health conscious consumers are met.

This theme, represents a significant aspect of the transcripts. Within this theme, I have collated the
influential factors that appear to have contributed to the participant’s consciousness as it concern their
health.
According to Participant A;

‘…Ensuring alignment between health-conscious preferences

and sales targets involves a dynamic feedback loop. We
proactively engage with our customers through focus groups,
surveys, and online communities to understand their evolving
needs. This input drives our product development, ensuring that
our HFSS-compliant baked goods not only cater to health-
conscious consumers but also resonate with a broader
audience…’

According to Participant B, the demands of health conscious consumers are met when they are sure of the
nutritional values they are set to derive from the goods, getting value for money. He opined that;

‘…Our transparent approach to sharing nutritional information

has fostered trust among our customers. They know we will give
them the best value for money. So no problem …’

Customer preference according to Participant C helped retail stores to fine-tune their products. They get
to understand their consumer’s reference through surveys and in-store conversations. His position was
that;

‘…We've fine-tuned our product range based on customer

preferences. Through regular surveys and in-store
conversations, we've learned that health-conscious customers
appreciate whole-grain options. So, we've introduced nutrient-
rich whole-grain bread and pastries that have gained popularity
without compromising sales. It's about finding that sweet spot
where health and flavor meet…’

Participant D giving his own opinion explained that close interactions with consumers helped the retail
stores to understand the preference(s) of their consumers. His words;

‘…We've closely interacted with our customers to understand

their preferences. After gathering feedback through surveys and
social media, we introduced a range of vegan croissants made
with plant-based ingredients. This caters to both health-
conscious consumers and those seeking sustainable options,
striking a balance between health and sales…’
The finding of the study agrees with the position of Morais Sato et al. (2019) he argued that targeted
information allowed consumers with specific dietary needs to easily identify and select products that align
with their requirements which created a sense of inclusivity and meets the demands of consumers who are
seeking baked goods tailored to their unique dietary preferences. Also, Cardowan (2021), argued that
reformulating base recipes becomes a necessary step for businesses striving to comply with HFSS
legislation and adapt to changing consumer trends. Retail stores share their nutritional information with
their customers thereby earning the trust of their customers and ensuring that the demands of their health-
conscious customers are met.

Conscious knowledge of nutritional information of baked goods.

This theme probes into the conscious knowledge of nutritional information of baked goods by the
consumers. HFSS regulations exposes the consumers to seek to know what nutritional contents are there
in their preferred baked goods. This knowledge however has aided there consciousness and preference as
well as their interest in different baked goods. According to Participant A;

‘…Our HFSS-compliant baked goods have gained traction,

reflecting an increased preference for nutritious choices. This
change is evident in the growth of products like our HFSS-
compliant whole grain bread, which has become a staple for
health-conscious consumers seeking balanced …’

Participant C explained that consumers are much more interested in their sugar-reduced scone and low-fat
muffins. This is as a result of their knowledge of the nutritional information of such baked goods.

‘…Health-conscious customers have embraced our HFSS-

compliant items, such as our sugar-reduced scones and low-fat
muffins. These choices have gained popularity, and we've
noticed more customers opting for them over the traditional
options…’

For Participant D, the shift towards health-conscious choices in on the rise. Low-sugar croissants have
suddenly become staples for consumers. His words;

‘…We've witnessed a shift towards health-conscious choices.

Our low-sugar croissants have become popular staples for
customers seeking balance in their indulgences. The regulations
have triggered conversations about mindful eating, leading to
positive changes in purchasing patterns…’
The finding agrees with the work of Piernas, Hamer and Jebb (2022c), where they posited that in-store
signage and information play a crucial role in educating and guiding health-conscious consumers. They
further stated that providing nutritional information, wellness tips, or product recommendations through
signs, posters, or interactive displays can help shoppers make informed choices. Including educational
materials that emphasize the health benefits and nutritional value of specific products can further engage
and inform customers.

Research Question 3: How can physical retail stores improve the sales performance of their baked
goods while complying with HFSS restrictions?
The three themes comprised in relation to research question three are, ‘Sales promotions aiding sales
performance’, ‘Placement and visibility of HFSS-compliant products in stores’ and ‘Advertising
techniques to promote healthier baked goods within the limitations of HFSS regulations’. These themes
can be viewed in the thematic map below:

How can physical retail

stores improve the sales
performance of their
baked goods while
complying with HFSS
restrictions?

Sales promotions Placement and Advertising techniques

to promote healthier
aiding sales visibility of HFSS-
baked goods within the
performance. compliant products limitations of HFSS
in stores. regulations.

Sales promotions aiding sales performance.

The theme, sales promotion aiding sales performance, represents the factor that I felt was important to
research question three. Within the transcripts, I sensed that the retail stores felt some pressure as a result
of the introduced HFSS-constraints on baked goods as well as their non-surety of what the disposition of
their customers to this new regulations would be.

Participant A when discussing this, explained that;

‘…Balancing promotion and sales performance in the context of

HFSS restrictions demands a strategic approach. We've
diversified our promotional strategies to highlight the
 nutritional value of our HFSS-compliant baked goods. While
volume promotions are limited, we've introduced loyalty
programs that offer exclusive discounts on our healthier range,
incentivizing customer engagement…’

Participant B opined that offering value-driven products was enough to ensure their consumers
experienced healthier options. His words;

‘…By offering value-driven products on our aisles, we ensure

customers experience the benefits of healthier options while
enjoying competitive pricing, that way it becomes an
encouraging adoption without compromising sales
performance…’

Participant C explained that their store had to go the extra-mile by introducing combo offer of both
healthier items and a touch of indulgence. He said;

‘…It's been about adapting our promotions creatively. Instead of

traditional BOGO deals, we've introduced combo offers that
bundle healthier items with a touch of indulgence. For instance,
pairing a whole-grain croissant with a sugar-reduced fruit
pastry. This approach not only maintains sales performance but
also encourages customers to explore our healthier options…’

Participant D’s explanation isn’t different from other participants, they also introduced creative pairings
that appealed to the consumers. When asked, he said;

‘…We've introduced creative pairings. For instance, a whole-

grain croissant is now paired with a smoothie, encouraging
customers to try both while enjoying a deal. This approach
maintains sales performance while encouraging customers to
explore our healthier options…’

Reviewing this extract, I considered this to mean a win-win situation for both consumers and the retail
stores.

According to Jenneson and Morris (2021), recent proposals in the UK aim to limit in-store promotions of
less healthy foods and beverages to promote healthier consumer choices. As food retailers are expected to
oversee implementation, it's crucial to evaluate feasibility and secure policy effectiveness. This partial
restriction allowed retail stores to be a bit more strategic with their promotion programs.
The findings agree with the work of Kantar (2020), in his position that pricing of products and the
availability of discounts and promotions play a significant role in shaping consumer choices, particularly
when it comes to healthier options in baked goods.

Placement and visibility of HFSS-compliant products in stores

The second theme I constructed from the transcripts was, ‘Placement and visibility of HFSS-compliant
products in stores’. Vogel et al. (2021) stated that the placement of healthier products in prominent and
high-traffic areas is one of the important aspect of store layout. But the location restriction at store
entrances, aisle ends, and checkouts affected the placement and visibility of HFSS products in stores.

When answering the question, Participant A argued that the location restrictions has even sparked
creativity in their store’s visual merchandising. He explain thus;

‘…The location restrictions have sparked creativity in our visual

merchandising. While HFSS products are no longer at high-
traffic areas, we've curated eye-catching displays within health-
focused sections. Leveraging bold signage and interactive
displays, we've effectively communicated the benefits of our
HFSS-compliant baked goods to customers seeking healthier
options…’

For Participant B, consumer preference is of more importance than the placement of the goods itself. His
words;

‘…: we have tried our best to place them in places they can see,
but everything still boils down to customer preferences …’

For participant C, the introduction of eye-catching displays near their health-focused sections did the
magic. He opined that;

‘…The location restrictions sparked a redesign of our store

layout. While HFSS products can't be at high-visibility spots,
we've used eye-catching displays near health-focused sections.
We've highlighted our reduced-sugar treats, ensuring that
customers looking for healthier options easily find them while
shopping…’

Participant D explained that they had to create a ‘Nutrition nook’ somewhere within their store. He said;
 ‘…The location restrictions prompted us to highlight our
healthier croissants differently. We created a dedicated
"Nutrition Nook" within our store, where customers find our
low-fat and whole-grain options displayed prominently. It's a
win-win – compliance with regulations and increased visibility
for health-conscious choices…’

According to Marshall (2023b), the placement of HFSS (High in Fat, Salt, and Sugar) products in certain
key locations within physical retail stores and their online equivalents is subject to location restrictions as
per the regulations that came into force on 1 October 2022. He stated further that these regulations
prohibit the promotion of HFSS foods in areas such as store entrances, aisle ends, and checkouts for retail
stores that exceed 185.8 square metres (or 2,000 square feet). The same restrictions also apply to online
platforms, including homepages, landing pages for other food categories, and shopping basket or payment
pages. This finding also notice these restrictions. Retail stores having complied with this regulations
though, have also been innovative, seeking tender ways of making sure that customers still get to know
about the availability of these goods.

Advertising techniques to promote healthier baked goods within the limitations of HFSS
regulations.

According to Grandi, Burt and Cardinali (2021), retailers must find ways to effectively convey the value
and appeal of healthier options to consumers while complying with the restrictions on promotional
activities imposed by the regulations. It is important for retail stores to lookout for advertising techniques
to promote their healthier-baked goods putting into consideration the limitations of HFSS regulations.

According to Participant A, the use of digital channels have been more than valuable, helping to harness
varying social media platforms to share stories about customers. His words;

‘…In the realm of HFSS compliance, digital channels have

become invaluable. We've harnessed social media platforms to
share success stories of customers who've embraced our
healthier options, using compelling visuals and testimonials.
Additionally, we've collaborated with wellness influencers to
amplify our message and connect with health-conscious
audiences…’

Participant B opined that they’ve created measures to lead consumers to online platforms where more
nutritional information are available for them. He said;
 ‘…Within HFSS constraints, we've embraced interactive digital
content. Stocking products that have QR codes on packaging
leads customers to online platforms where they can explore
detailed nutritional information…’

For Participant C, the social media has been of great help, highlighting how they created some of their
treat as well as testimonials from some of their consumers. He explained;

‘…We've embraced social media to showcase our HFSS-

compliant goodies. Our Instagram posts highlight the journey of
creating these treats and include testimonials from delighted
customers. Partnering with local fitness influencers, we've
organized events showcasing our products, emphasizing their
guilt-free indulgence…’

According to Participant D, the use of digital storytelling, social media contests and allowing consumers
into the behind the scenes of their baking process all culminated as their advertising technique. He
argued;

‘…We've used digital storytelling. Through short videos, we take

customers behind the scenes of our baking process for healthier
croissants. Social media contests encourage customers to share
their own healthy croissant creations. These techniques not only
educate but also engage our audience within HFSS
guidelines…’

This finding agrees with the position of Muir et al. (2023), where he opined that physical retail stores
have employed successful strategies to promote baked goods within the limitations of HFSS regulations,
focusing on innovative advertising techniques and consumer engagement. Retail stores have been
innovative in their approaches. According to Watson (2022), by collaborating with marketing and insights
teams, retailers have developed customer-focused campaigns that addressed their needs and clearly
communicate how their offerings can solve customer issues.

Research Question 4: How can physical retail stores effectively appeal to health-conscious
customers thereby enhancing sales performance?
The two themes comprised in relation to research question three are, ‘Consumer feedbacks on HFSS-
complaint baked goods’ and ‘Insight for market strategies for baked goods’. These themes can be viewed
in the thematic map below:

How can physical retail

stores effectively
appeal to health-
conscious customers
thereby enhancing sales
performance?

Sales promotions Nutritional values

aiding sales of HFSS compliant
performance. baked goods re
highlighted.

Consumer feedbacks on HFSS-complaint baked goods.

The theme consumer feedbacks on HFSS-complaint bake goods represents the factor that expresses the
position of the consumers on HFSS regulations. For example, each Participants explained that consumers
are allowed to share their thoughts on the HFSS-complaint baked goods using different mediums. Some
of these mediums include, social media polls, online survey, some sessions, suggestion boxes, comment
cards and so on. Each stated further;

‘…Our customer engagement strategy revolves around two-way

communication. We conduct frequent taste tests and sampling
events, encouraging customers to share their thoughts on our
HFSS-compliant baked goods. Additionally, online surveys and
social media polls provide insights into preferences, enabling us
to refine our offerings to better match customer expectations…’

Participant A

‘…Online surveys and social media polls also enable us to

gauge preferences and make informed decisions on product
refinement…’

Participant B
 ‘…Customer feedback is invaluable. We’ve hosted tasting
sessions where customers sample new products and share their
thoughts. Online surveys and suggestion boxes in-store also
provide insights. Our whole-grain Danish pastries emerged from
direct customer suggestions, reflecting our commitment to
catering to their preferences…’

Participant C

‘…Customer interaction is key. We organize “Healthy Choices”

tasting events where customers sample our new croissant
variations and provide immediate feedback. Online surveys and
comment cards in-store also offer insights into their preferences,
ensuring our products align with their desires…’

Participant D

According to Patel (2021), studies have shown that personalization improves marketing effectiveness,
drives customer loyalty, increases sales conversions, and improves customer lifetime value (CLTV).
Establishing deeper connections with customers through various platforms, such as active use of social
channels, creates an authentic experience and bridges the gap between the brand and the audience. With
the adoption of modern technologies, retailers can engage customers in interactive ways, enhancing
personalization and customer engagement, which are crucial for retail brands to thrive. Retail stores are
making use of the social media to conduct surveys and opinion polls and also organized events that brings
them and their customers together so as to gain more insights into their customer’s preferences.

Insight for market strategies for baked goods.

This theme, represents another significant aspect of the transcripts. Within this theme, we have been able
to understand how to use data and insights from consumer feedback to inform product assortment and
marketing strategies for baked goods.

According to Participant A, analyzing purchasing patterns, feedback as well as consumption trends helps
in product assortment. He further stated;

‘…Data and consumer insights are integral to our decision-

making process. We analyze purchasing patterns, feedback, and
consumption trends to fine-tune our product assortment. This
information not only drives product innovation but also shapes
our marketing strategies, ensuring our HFSS-compliant baked
 goods resonate with our audience's preferences and
expectations…’

For Participant B point of view, feedback forms, and sometimes, it is as easy as asking if they enjoyed
their meal. His words;

‘…we print occasional feedback forms and share to them when

they come in. sometimes it might just be me asking how their last
purchase went. If they enjoyed it or not. We do it once in a while
just to keep up…’

Participant C opined that analyzing purchasing patterns, feedbacks on social media as well as noticing a
demand gives them an insight into market strategies. He said;

‘…We analyze purchasing patterns and feedback data to refine

our offerings. For example, noticing a demand for gluten-free
HFSS-compliant pastries, we introduced a line of gluten-free
treats. Customer feedback on our social media posts also
influences our marketing messages, allowing us to emphasize the
taste and health benefits of our products…’

According to Participant D, they analyze sales trends and check consumers comment on social media
helps shape their marketing messages. He further stated;

‘…Data guides us. We analyze sales trends to identify which

healthier croissants resonate most. Consumer comments on
social media shape our marketing messages, emphasizing the
taste, health benefits, and customer stories behind our HFSS-
compliant croissants. It's about connecting with our audience on
multiple levels…’

According to Muir et al. (2023c), physical retail stores have employed successful strategies to promote
baked goods within the limitations of HFSS regulations, focusing on innovative advertising techniques
and consumer engagement. This findings have also showed that retail stores analyze purchasing patterns,
feedback, consumption and comments of consumers on the social media platform.

CONCLUSION OF DISCUSSION AND ANALYSIS

The diverse in-depth opinions and views gathered on the consumer Healthy Choices and the Sales
Performance of baked goods in HFSS-compliant physical retail stores in the UK suggests that the
research and analysis techniques employed by the researcher were appropriate for this study. The analysis
highlighted that Consumer are interested in Healthy Choices and their choices influences the Sales
Performance of baked goods in HFSS-compliant physical retail stores in the UK.