The purposes of this study were to identify the relationship between the provision of consumer information programs and satisfaction with food marketing services and to assess the benefits of a program as they affect both consumer satisfaction and retail food store profits.

A conceptual model which proposed a positive relationship between the provision of a consumer information program and increased product purchasing, increased satisfaction with the product, and increased satisfaction with the foodstore was developed for the study. The model was operationalized through the use of three indicators to measure each of the four constructs.

A field test of the model was conducted at a warehouse foodstore in central Connecticut where an in-store information program had been implemented one year prior to this study. The program, which focused on meats, provided three modes of presentation. Response to the program was measured by interviewing 277 shoppers during October and November, 1984. Respondents were asked about their use of the information presented, attitude toward the program, and perception of its usefulness.

The data collection instrument developed for this study was a two part questionnaire. The first part was self administered. Respondents were dueried on satisfaction with the meat department and with the store. Twenty-one attitude, interest, opinion items related to food shopping and meal preparation were included in this section. The second part was an interview questionnaire which was utilized to ‘ obtain information on shoppers response to the information program, shopping habits, and demographic characteristics.

The sample was found to be representative of warehouse foodstore shoppers. The average household size was four persons, and the average food budget was $100.00 per week. Twenty-nine percent spent less than 50% of their meat budget at the store, but only 11% purchased less than 50% of their groceries (excluding meat) at this store.

Shoppers who responded positively toward the information program purchased more meat, and were more satisfied with the meat department and with the store. The conceptual model was able to explain positive response as measured by use, attitude, and perception of usefulness of the program in terms of these outcomes. The model was unable to explain negative response to the program.

Further analyses of the data resulted in the addition of two antecedent variables to the model. Those who were not predisposed to information seeking and had never enrolled in a consumer education course were likely to be nonusers of the information program.