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Pages:
55 pages/≈15125 words
Sources:
52 Sources
Level:
Harvard
Subject:
Health, Medicine, Nursing
Type:
Dissertation
Language:
English (U.K.)
Document:
MS Word
Date:
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Topic:

UNDERSTANDING CONSUMER MOTIVATIONS AND SATISFACTION OF FREEMAN HOSPITAL VISITORS AND COMMUNITY MEMBERS UTILIZING THE HOSPITAL-BASED FRUIT AND VEGETABLE STALL (Dissertation Sample)

Instructions:
The understanding of consumer motivation and satisfaction at fruit and vegetable kiosks located within hospitals can inform the planning and design of health promotion campaigns that are more focused and efficient. The study's findings can provide valuable insights for healthcare practitioners and policymakers, enabling them to customize initiatives to effectively address the needs and requirements of hospital visitors and community members. The implementation of fruit and vegetable stalls within hospital settings has the potential to enhance the availability of fresh produce, particularly in localities where there may be restricted access to nutritious food options. Through the analysis of variables such as cost, assortment, and ease of access, the research can pinpoint methods to enhance the presence and cost-effectiveness of fruit and vegetables in healthcare environments, thus encouraging healthier dietary decisions among patients, visitors, and the local population. source..
Content:
NORTHUMBRIA UNIVERSITY FACULTY OF HEALTH AND LIFE SCIENCES MASTERS IN PUBLIC HEALTH (NUTRITION) UNDERSTANDING CONSUMER MOTIVATIONS AND SATISFACTION OF FREEMAN HOSPITAL VISITORS AND COMMUNITY MEMBERS UTILIZING THE HOSPITAL-BASED FRUIT AND VEGETABLE STALL BY NGOZI MARY UDEZE (22055435) MAY 2024 WORD COUNT: 15,897 A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF THE DEGREE OF MASTERS IN PUBLIC HEALTH (NUTRITION) ACKNOWLEDGEMENT I want to express my sincere gratitude to my supervisor, Dr. Pamela L. Graham, for her active involvement in this project. Her continuous direction and support throughout the research journey were invaluable in bringing this project to fruition. I am also grateful to the Newcastle upon Tyne Hospitals NHS Foundation Trust Team, particularly Mr. James Callaghan, Head of Newcastle Nutrition. Mr. James Callaghan assigned me this project and generously guided me throughout the process, sharing his wealth of knowledge and expertise. Additionally, I would like to thank Dr. Ahmad Balsam and Paula Coulson for their approval and support. Their insights and expertise helped to ensure the project met the requirements and aligned with industry standards. I extend my appreciation to my lecturers for imparting the knowledge that formed the foundation of this research. To my friends, classmates, and supporters, I am thankful for your active encouragement. Your votes allowing me to represent you as the Programme Representative and Vice President of Welfare enriched my overall experience at Northumbria University. Finally, I cannot express enough gratitude to my family, particularly my mother, Bernadette Udeze, my brother, Chris Udeze, and my sister-in-law, Vivian Udeze. Their unwavering support and belief in me were a constant source of motivation throughout this academic milestone. Thank you all. To God be the glory, for I believe this achievement would not have been possible without His grace. ABSTRACT In recent years, the NHS enacted measures aimed at mitigating the accessibility of unhealthy food options. NHS hospitals in the UK are now required to ensure that, among other targets, at least 80% of the confectionery and sweets provided in hospitals do not exceed 250 Cal, and that 10% of the drinks sold (by volume) are sugar-sweetened. As an alternative to high-calorie food, some NHS hospitals have introduced fruit and vegetable stalls to promote health and wellness, which offer a variety of fresh produce ranging from different vegetables to seasonal fruits. Hence, the stall is intended to improve access to fresh produce for individuals to make proper healthy choices within the hospital vicinity. This study aims to understand consumer motivations and satisfaction of Freeman Hospital visitors and community members utilizing the hospital-based fruit and vegetable stall. Grounded on a positivist philosophical stance, this research employed a quantitative methodology where 80 participants were selected through the opportunity sampling method from a target population of Freeman Hospital visitors and community members who undertook an online survey. The survey data collected was subjected to statistical analysis. The study has a response rate of 92.5% which enhanced the validity, reliability, and generalizability of the research findings. A statistical analysis of the data collected revealed that the visitors and community members had a generally positive perception of the fruit and vegetable stall at the hospital. The participants had high awareness of the stall mainly due to its convenient location at the hospital as well as through word of mouth. The participants were highly motivated to visit the stall and were satisfied with the stall mainly due to the high accessibility to the location, high-quality offerings, wide variety of fruit and vegetable selections, and competitive pricing offered by the hospital. The study offers positive practical and academic implications for hospital-located food stalls and their impact. However, the researcher did not go deeper into the subject of how actual dietary behaviours affect or the impact of these factors on health outcomes. In the future, the link between customer satisfaction that is influenced by food service campaigns and their dietary habits, nutrition intake, and health condition can be the research focus. ABBREVIATION/ACRONYMS NHS-National Health Services WHO-World Health Organization HBM-Health Belief Model TPB-Theory of Planned Behaviour. Table of ContentsACKNOWLEDGEMENT………………………………………………………………………………………………………………………. ii TOC \o "1-3" \h \z \u ABSTRACT PAGEREF _Toc166641488 \h iiiABBREVIATION/ACRONYMS PAGEREF _Toc166641489 \h ivCHAPTER ONE: INTRODUCTION PAGEREF _Toc166641490 \h 11.1 Background PAGEREF _Toc166641491 \h 11.2 Rationale of the study and statement of the problem PAGEREF _Toc166641492 \h 21.3 Objectives: PAGEREF _Toc166641493 \h 31.4 Research Questions: PAGEREF _Toc166641494 \h 31.5 Significance of the study PAGEREF _Toc166641495 \h 41.6 Outline of the Study PAGEREF _Toc166641496 \h 4CHAPTER TWO: LITERATURE REVIEW PAGEREF _Toc166641497 \h 62.0 Introduction PAGEREF _Toc166641498 \h 62.1 Hospital fruit and vegetable stalls PAGEREF _Toc166641499 \h 62.2 Hospital fruit and vegetable stall awareness PAGEREF _Toc166641500 \h 72.3 Motivations of hospital visitors and community members to purchase fruit and vegetables from the stall. PAGEREF _Toc166641501 \h 72.4 Impact of pricing on consumer satisfaction PAGEREF _Toc166641502 \h 92.5 Impact of accessibility of produce on consumer satisfaction PAGEREF _Toc166641503 \h 112.6 How a variety of products impact consumer satisfaction PAGEREF _Toc166641504 \h 122.7 Theoretical Framework PAGEREF _Toc166641505 \h 132.7.1 Health Belief Model (HBM) PAGEREF _Toc166641506 \h 132.7.2 Theory of Planned Behaviour PAGEREF _Toc166641507 \h 152.8 Research gap PAGEREF _Toc166641508 \h 16CHAPTER THREE: METHODOLOGY PAGEREF _Toc166641509 \h 173.0 Introduction PAGEREF _Toc166641510 \h 173.1 Research Philosophy PAGEREF _Toc166641511 \h 173.2 Research Approach PAGEREF _Toc166641512 \h 193.3 Research Strategy PAGEREF _Toc166641513 \h 203.4 Methodological choice PAGEREF _Toc166641514 \h 213.5 Time Horizon PAGEREF _Toc166641515 \h 223.6 Data Collection Methods PAGEREF _Toc166641516 \h 233.7 Conclusion PAGEREF _Toc166641517 \h 24CHAPTER FOUR: METHODS PAGEREF _Toc166641518 \h 254.0 Introduction PAGEREF _Toc166641519 \h 254.1 Research Design PAGEREF _Toc166641520 \h 254.2 Data collection PAGEREF _Toc166641521 \h 254.3 Sampling PAGEREF _Toc166641522 \h 264.4 Instrument PAGEREF _Toc166641523 \h 274.5 Data analysis PAGEREF _Toc166641524 \h 284.6 Ethical Considerations PAGEREF _Toc166641525 \h 29CHAPTER FIVE: RESULTS PAGEREF _Toc166641526 \h 305.1 Response Rate PAGEREF _Toc166641527 \h 305.2 Demographic Information PAGEREF _Toc166641528 \h 315.2.1 Age PAGEREF _Toc166641529 \h 315.2.2 Gender PAGEREF _Toc166641530 \h 315.2.3 Ethnicity PAGEREF _Toc166641531 \h 325.2.4 Transport PAGEREF _Toc166641532 \h 325.2.5 Reason for visiting the hospital PAGEREF _Toc166641533 \h 335.2.6 Repeat Purchase PAGEREF _Toc166641534 \h 335.2.7 Frequency of Shopping PAGEREF _Toc166641535 \h 335.3 Awareness and usage of the Freeman Hospital fruit and vegetable stall by hospital visitors and community members PAGEREF _Toc166641536 \h 345.3.1: Techniques for gaining awareness PAGEREF _Toc166641537 \h 345.3.2: Reasons for visiting the fruit and vegetable stall PAGEREF _Toc166641538 \h 345.3.3: Likeliness to visit in the future PAGEREF _Toc166641539 \h 355.3.4: Motivation to visit in the future PAGEREF _Toc166641540 \h 355.3.5: Reasons for not visiting in the future PAGEREF _Toc166641541 \h 365.4 Motivations that drive hospital visitors and community members to purchase fruit and vegetables from the stall PAGEREF _Toc166641542 \h 375.4.1: Factors influencing the decision to purchase PAGEREF _Toc166641543 \h 375.4.2: Location as a factor PAGEREF _Toc166641544 \h 375.4.3: Location as a factor PAGEREF _Toc166641545 \h 385.4.4: Strategies to make the stall more appealing PAGEREF _Toc166641546 \h 385.4.5: Techniques for accessing recipe ideas PAGEREF _Toc166641547 \h 395.5 Factors influencing user experience and satisfaction PAGEREF _Toc166641548 \h 395.5.1: Satisfaction with the stall’s selection of fruit and vegetables PAGEREF _Toc166641549 \h 395.5.2: Levels of satisfaction with the stall’s pricing of fruit and vegetables PAGEREF _Toc166641550 \h 405.4.3: Likeliness among the participants to recommend the stall to others PAGEREF _Toc166641551 \h 405.6 Explanation of Results PAGEREF _Toc166641552 \h 415.6.1 Awareness and usage of the Freeman Hospital fruit and vegetable stall by hospital visitors and community members PAGEREF _Toc166641553 \h 415.6.2 Motivations that drive hospital visitors and community members to purchase fruit and vegetables from the stall PAGEREF _Toc166641554 \h 415.6.3 Factors influencing user experience and satisfaction PAGEREF _Toc166641555 \h 42CHAPTER SIX: DISCUSSION PAGEREF _Toc166641556 \h 446.1 Summary of Research Findings PAGEREF _Toc166641557 \h 446.2 Comparison with the Literature PAGEREF _Toc166641558 \h 446.2.1 Awareness and usage of the Freeman Hospital fruit and vegetable stall by hospital visitors and community members PAGEREF _Toc166641559 \h 446.2.2 Motivations that drive hospital visitors and community members to purchase fruit and vegetables from the stall PAGEREF _Toc166641560 \h 456.2.3 Factors influencing user experience and satisfaction PAGEREF _Toc166641561 \h 466.3 Relation of the findings to the research findings PAGEREF _Toc166641562 \h 476.3 Strengths of the Study PAGEREF _Toc166641563 \h 486.4 Limitations of the Study PAGEREF _Toc166641564 \h 50CHAPTER SEVEN: CONCLUSION PAGEREF _Toc166641565 \h 517.1 Implications for Practice PAGEREF _Toc166641566 \h 517.2 Implications for Futur...
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