Table 4.
Persuasive marketing strategies used in food advertisements
| MTR station | Total n | Persuasive marketing strategies used (%) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Models (people other than celebrities) | Celebrities | Cartoon characters | Awards or sales statistics | Festival-related | Discounts | Limited edition | Game or lucky draw | Loyalty programme | None of these | ||
| High SES school zones | |||||||||||
| HKU | 79 | 12·7 | 3·8 | 0·0 | 1·3 | 44·3 | 8·9 | 0·0 | 2·5 | 0·0 | 26·6 |
| Kowloon Tong | 194 | 16·0 | 6·7 | 0·5 | 0·5 | 29·9 | 4·6 | 0·0 | 3·1 | 0·0 | 38·7 |
| Subtotal | 273 | 15·0 | 5·9 | 0·4 | 0·7 | 34·1 | 5·9 | 0·0 | 2·9 | 0·0 | 35·2 |
| Low SES school zones | |||||||||||
| Kowloon Bay | 88 | 12·6 | 2·3 | 1·1 | 0·0 | 52·9 | 3·4 | 0·0 | 1·1 | 1·1 | 25·3 |
| Tin Shui Wai | 52 | 2·0 | 17·6 | 0·0 | 0·0 | 41·2 | 7·8 | 0·0 | 0·0 | 0·0 | 31·4 |
| Subtotal | 140 | 8·7 | 8·0 | 0·7 | 0·0 | 48·6 | 5·1 | 0·0 | 0·7 | 0·7 | 27·5 |
| High SES non-school zones | |||||||||||
| Sheung Wan | 174 | 15·7 | 4·1 | 0·6 | 0·0 | 25·0 | 11·0 | 0·0 | 4·1 | 0·0 | 39·5 |
| Mong Kok | 173 | 16·8 | 2·3 | 0·6 | 1·2 | 25·4 | 12·7 | 1·2 | 2·3 | 0·0 | 37·6 |
| Subtotal | 347 | 16·2 | 3·2 | 0·6 | 0·6 | 25·2 | 11·9 | 0·6 | 3·2 | 0·0 | 38·6 |
| Low SES non-school zones | |||||||||||
| Kwai Fong | 52 | 7·7 | 3·8 | 0·0 | 0·0 | 13·5 | 17·3 | 1·9 | 0·0 | 0·0 | 55·8 |
| Ngau Tau Kok | 49 | 12·2 | 8·2 | 0·0 | 0·0 | 36·7 | 4·1 | 0·0 | 6·1 | 0·0 | 32·7 |
| Subtotal | 101 | 9·9 | 5·9 | 0·0 | 0·0 | 24·8 | 10·9 | 1·0 | 3·0 | 0·0 | 44·6 |
| Total | 861 | 13·9 | 5·1 | 0·5 | 0·5 | 31·7 | 8·8 | 0·4 | 2·7 | 0·1 | 36·4 |
| High SES | 620 | 15·7 | 4·4 | 0·5 | 0·6 | 29·1 | 9·2 | 0·3 | 3·1 | 0·0 | 37·1 |
| Low SES | 241 | 9·2 | 7·1 | 0·4 | 0·0 | 38·5 | 7·5 | 0·4 | 1·7 | 0·4 | 34·7 |
| PSES* | – | 0·015 | 0·120 | 1·000 | 0·581 | 0·009 | 0·501 | 1·000 | 0·347 | 0·279 | 0·580 |
| School zones | 413 | 12·9 | 6·6 | 0·5 | 0·5 | 38·9 | 5·6 | 0·0 | 2·2 | 0·2 | 32·6 |
| Non-school zones | 448 | 14·8 | 3·8 | 0·4 | 0·4 | 25·1 | 11·7 | 0·7 | 3·1 | 0·0 | 39·9 |
| PSchool† | – | 0·431 | 0·087 | 1·000 | 1·000 | <0·001 | 0·002 | 0·250 | 0·408 | 0·480 | 0·028 |
MTR, mass transit railway; SES, socioeconomic statuses.
*
PSES tested using Fisher’s exact test for difference between high v. low SES stations.
†
PSchool tested using Fisher’s exact test for difference between stations in school zone v. non-school zone.