Abstract
LEARNING OUTCOME: To explore socio-cultural issues of a Hispanic 5 A Day CampaignSocial marketing research was conducted from July 1995 to September 1995 to formulate a 5 A Day campaign which targets tow-literate, low-to-moderate income Mexican Americans residing in Texas. The research objectives were to explore socio-cultural issues underlying eating and food purchasing habits, identify motivations and barriers to eating fruits and vegetables, and provide recommendations for communication concepts, messages and distribution channels. The research was conducted in three phases; individual interviews, focus groups and a phone survey.
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