Skip to main content

Advertisement

Table 1 Descriptive data on food and beverage company marketing techniques by economic classification and company

From: Comparison of online marketing techniques on food and beverage companies’ websites in six countries

Company Country (N = Total number of screenshots) % of screenshots showing non-diet food or bev % of screenshots showing diet food or beverage % of screenshots link to a children section % of screenshots containing a promotion % of screenshots referencing exercise % of screenshots referencing a charity
Coca-Cola High Income (N = 17) 88.2 (n = 15) 41.2 (n = 7) 0 (n = 0) 29.4 (n = 5) 0 (n = 0) 0 (n = 0)
Upper-Middle-Income (N = 24) 79.2 (n = 19) 29.2 (n = 7) 0 (n = 0) 0 (n = 0)*a 25 (n = 6)*a 4.2 (n = 1)
Lower-Middle-Income (N = 48) 54.2 (n = 26)** 14.6 (n = 7)**a 0 (n = 0) 2.1 (n = 1)**a 6.3 (n = 3) 41.7 (n = 20)**
Coca-Cola Total (N = 89) 67.4 (n = 60) 23.6 (n = 21) 0 (n = 0) 6.7 (n = 6) 10.1 (n = 9) 23.6 (n = 21)
McDonald’s High Income (N = 27) 74.1 (n = 20) 40.7 (n = 11) 11.1 (n = 3) 22.2 (n = 6) 18.5 (n = 5) 7.4 (n = 2)
Upper-Middle-Income (N = 86) 67.4 (n = 58) 11.6 (n = 10)* 65.1 (n = 56)* 18.6 (n = 16) 7.0 (n = 6) 3.5 (n = 3)
Lower-Middle-Income (N = 86) 51.2(n = 44)** 7.0 (n = 6)**a 33.7 (n = 29)** 8.14 (n = 7) 7.0 (n = 6) 3.5 (n = 3)
McDonald’s Total (N = 199) 61.3 (n = 122) 13.6 (n = 27) 44.2 (n = 88) 14.6 (n = 29) 8.5 (n = 17) 4.0 (n = 8)
KFC High Income (N = 44) 84.1 (n = 37) 9.1 (n = 4) 2.3 (n = 1) 0 (n = 0) 0 (n = 0) 0 (n = 0)
Upper-Middle-Income (N = 42) 69.1 (n = 29)* 0 (n = 0) 4.8 (n = 2) 7.1 (n = 3) 4.8 (n = 2) 0 (n = 0)
Lower-Middle-Income (N = 32) 59.4 (n = 19)** 34.4 (n = 11)** 0 (n = 0) 9.4 (n = 3) 0 (n = 0) 9.4 (n = 3)
KFC Total (N = 118) 72.0 (n = 85) 12.7 (n = 15) 2.5 (n = 3) 5.08 (n = 6) 1.7 (n = 2) 2.5 (n = 3)
Grand Total (N = 406) 65.76 (n = 267) 15.52 (n = 63) 22.41 (n = 91) 10.10 (n = 41) 6.9 (n = 28) 7.9 (n = 32)
  1. *p < .05 (comparison between HIC and UMIC)
  2. **p < .05 (comparison between HIC and LMIC)
  3. aFisher’s Exact Test