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Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study

Author

Listed:
  • Erik Cateriano-Arévalo

    (CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima 15074, Peru)

  • Lorena Saavedra-Garcia

    (CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima 15074, Peru)

  • Vilarmina Ponce-Lucero

    (CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima 15074, Peru)

  • J. Jaime Miranda

    (CRONICAS Center of Excellence in Chronic Diseases, Universidad Peruana Cayetano Heredia, Lima 15074, Peru
    School of Medicine, Universidad Peruana Cayetano Heredia, Lima 15102, Peru)

Abstract

Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee’ responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior.

Suggested Citation

  • Erik Cateriano-Arévalo & Lorena Saavedra-Garcia & Vilarmina Ponce-Lucero & J. Jaime Miranda, 2021. "Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study," IJERPH, MDPI, vol. 18(24), pages 1-11, December.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:13262-:d:703766
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    References listed on IDEAS

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    1. Adriana Blanco-Metzler & Hilda Núñez-Rivas & Jaritza Vega-Solano & María A. Montero-Campos & Karla Benavides-Aguilar & Nazareth Cubillo-Rodríguez, 2021. "Household Cooking and Eating out: Food Practices and Perceptions of Salt/Sodium Consumption in Costa Rica," IJERPH, MDPI, vol. 18(3), pages 1-19, January.
    2. Juan Chen & Ye Tian & Yixing Liao & Shuaishuai Yang & Zhuoting Li & Chao He & Dahong Tu & Xinying Sun, 2013. "Salt-Restriction-Spoon Improved the Salt Intake among Residents in China," PLOS ONE, Public Library of Science, vol. 8(11), pages 1-9, November.
    3. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
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