GSM 5230

CONSUMER BEHAVIOR
Trimester 3 2009/2010

PBL4
SUGAR: PLEASURE OR POISON?

GROUP 6
KUAN YEN NEE (GM03698)
TUNG WAI CHEE (GM03578)
YONG AI LEE (GM03633)
CHEE JINQ SHYAN (GM03528)
LECTURER : PROF. SAMSINAR BT MD SIDIN

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 CONTENT
Page
1.0 Learning issues 2
2.0 Problem statement 2
3.0 Analysis 2
3.1 Analysis on Problem Statement 1 2
3.2 Analysis on Problem Statement 2 6
3.3 Analysis on Problem Statement 3 9
4.0 Recommendation 11

5.0 Appendices 12

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1.0 LEARNING ISSUES
1. What is sugar?
Sugar is simple carbohydrates that provide instant energy source that is easily absorbed by the body.
Naturally, sugar exists in foods containing carbohydrates (e.g. rice, noodles, bread, pasta and tubers). It
also can be found in fruits and vegetables (fructose) plus milk (lactose). Any sugar being added to food
(including sugar free) is being deemed as additional sugar or excess.
2. What are the various types of chronic disease caused by excessive sugar consumption?
Over 60 ailments or chronic disease can be caused by excessive sugar consumption such as cancer,
diabetes, obesity, heart problems, osteoporosis, kidney problems, asthma, hypoglycaemia (low blood
sugar), stroke, coronary disease, gall stones, problems relating to the immune system, poor mental health,
hyperactivity (among children), aging and even allergy to sugar.
2.0 PROBLEM STATEMENT

1. Sugar: Pleasure or Poison?

2. How can marketers of Malaysia instil “Less Sugar Intake” campaign awareness in consumers so that a
healthful society can be created?
3. What can be done in order to educate both the parents and children in changing their eating habits and
lifestyles?

3.0 ANALYSIS
3.1 Analysis On Problem Statement 1
From the moment Malaysian first tasted milk (lactose) as
infants, they have acquired a taste for sweetness and learned
to regard it as a pleasure.
Sugar and sugary food makers took advantage of this taste
tendency and turned sugar into mass consumer product (refer
figure on the left): (a) the refined white substance (table
sugar or chemically processed sucrose = fructose + glucose)
and (b) brown sugar (molasses added to refined sugar after
processing) – which make both sugars virtually the same.
Figure 1 shows the upward trend of Domestic and Industry Sugar Supply (in tonnes) from 2004 – 2009.

Figure 1: Domestic and Industry Sugar Supply (in tonnes) from 2004 – 2009
(Source: Ministry of Domestic Trade, Cooperatives and Consumer)

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As the citizens grew older, they began to satisfy their sweet liking to sucrose and this becomes habit-
forming. As a result, today, sucrose (what we usually call “sugar”) is here to stay since it has become a
necessity: ranked among other food staples (e.g. rice, cooking oil) and is a price-controlled item. A shortage
of sugar easily fodders newspapers’ front-page and prime times news as it is considered a national crisis.
Consumers, eateries, drinks operators and food producers find themselves in a bind without it. Such is 28.9
million Malaysian (population projection based on 2000 Population census) dependence on sugar, and it is
controlling their lives.
The figure on the right records the increment of
Malaysian daily sugar consumption since the
1970s 1 (source: Ministry of Domestic Trade,
Cooperatives and Consumer). Alarmingly, it is
way above the world average (11 teaspoons) and
the recommended intake by World Health
Organization – WHO 2 ( 10 teaspoons). 2
millions of Sarawakians along consume 66.1
tonnes of sugar per day3 ( 13 teaspoons).
In reality, those products Malaysian call “sugar”
is not real food. It is a man-made slow, addictive poison in sweet disguise and not fit for human
consumption. It is devoid of nutrients and acts more like a drug than a food. It had been nicked “the most
dangerous white powder known to man”. The subsequent table highlight major sugar-caused diseases that
are damaging the overall health of Malaysian:

Sugar-Caused Statistical
Diseases Details
 obesity is a chronic disease affecting all age groups (WHO, 1998)
 National Health and Morbidity Survey II (1996) reveals:
 17% of adults were overweight
 4% of adults were obese
 1 in 5 adults were either overweight or obese
 little difference in prevalence between the urban and rural populations
 more obese Malays and Indians than Chinese
overweight  National Health and Morbidity Survey III (2006) reveals:
(extra body  29% of adults were overweight (increase 70% from 1996)
weight from  14% of adults were obese (increase 250% from 1996)
muscle, bone,  2 in 5 adults were either overweight or obese
fat, and/or  little difference in prevalence between the urban and rural populations
water)  more obese Malays and Indians than Chinese
and obesity
(high amount of
extra body fat)

1 th
Malaysia rank 8 in global high sugar user (2009) (source: Ministry of Domestic Trade, Cooperatives and Consumer)
st
Malaysia rank 1 in Asia (Source: ABARE, 2005) – refer Figure 2 in Appendices
WHO (2003) suggest that added sugar intake  10% of total daily energy. Thus, for an adult, the average
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recommended intake of added sugar  10 teaspoons a day (50 g). (source: http://www.infosihat.gov.my)
3
Sarawak Consumerism Movement Council
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Sugar-Caused Statistical
Diseases Details
 7.9% of obese adult population are women and 4.7% are men

 the overweight and obesity problem peaks around age group 45 – 59 years old
and are lower among young adults than senior citizens
overweight
and obesity

 National Health and Morbidity Survey4 I (1986): prevalence of diabetes = 6.3%

diabetes  National Health and Morbidity Survey II (1996): prevalence of diabetes = 8.3%
(refer Figure 3  WHO (2000): 942,000 out of 171 million diabetics worldwide are Malaysians
in Appendices  National Health and Morbidity Survey III (2006): prevalence of diabetes = 14.9%
for number of  International Diabetes Federation (2009): Malaysia rank 17th out of 216 countries
admissions and and 4th in Asia with 17% of population (27 million then) diabetics
deaths from  Ministry of Domestic Trade, Co-operatives and Consumerism (2010): there are
diabetes in 4,224 registered diabetics, 18 recorded deaths and 13,000 diabetics surviving on
hospital haemodialysis machines in Sarawak alone. Children as young as 7 years old are
government) developing Type 2 diabetes with 1/3 of sufferer are not aware they have the disease.
 Malaysian Diabetes Association (2010): 1.2 million diabetics in Malaysia (14.9%
of the population, highest in Selangor and Negeri Sembilan, lowest in Sabah)
 Adults
 95.0% in 1974
dental decay5  94.5% in 1990 declining
(Source:  90.7% in 2004
Health  Children
Ministry)  80.9% among children aged 6 years in 1997
declining
 76.5% among children aged 5 years in 2005
(refer Figure 4 in Appendices for Caries Prevalence by Age Group)

Many Malaysian consumers are aware that sugar has negative implications to health but they remain
indifferent in their consumption. One possible cause is the strong linkage of “sugar” only to the “visible”
white sugar they see and buy for use at home. The ugly truth is sugar hides in many places. Malaysians are
consuming sugar daily in the form of soft drinks, condensed milk, flavoured drinks 6 , junk food, local
delicacies, porridge, cakes, ice-cream, chocolates, spread on bread and even breakfast cereals.
The following Table 1 delineates the hidden sugar in some sugar-laden foodstuff, local delicacies and
myriad types of packet drinks. Table 2 and Figure 5 further reveal the content of sugar in some famous
brand of foods and drinks.

4
National Health and Morbidity Survey records on adult > 30 years old
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significantly higher among females with no significant difference between urban and rural
6
Study of Food Intake among Malaysian Adults (2002/2003) reveals that adults consume a total 7 teaspoons of sugar
daily (4 teaspoons of sugar and 3 teaspoons of condensed milk)
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 Teaspoons Teaspoons
Type of Food/Drink Brand of Food/Drink
of Sugar of Sugar
Sugar-laden Foodstuff 1 can of Coca Cola 355 ml 9¾
A glass of teh tarik 3 1 bottle of Coca Cola 1 liter 27
A glass of Hot/Ice 1 serving of Haagen-Dazs
1 5¼
Malted Drink Vanilla Ice Cream
A glass of Iced Blended
5 4 Oreos cookies 3½
Chocolate Drink
A glass of Ice Lemon Tea 1
Table 2: Hidden Sugar in Famous Brand
A glass of Fruit Juice 2
A regular-sized
5 – 10
chocolate bar
1 serving of ketchup 2
1 slice of white bread 3
1 slice of whole wheat
2.75
bread
1 slice of cheese cake 5
1 bowl of cereal with honey 2
1 Sundae Ice Cream 8
Local Delicacies
(Source: Malaysia’s Diet Guide, 2010)
Bingka Ubi Kayu 4¼
Seri Muka 2¼
Lepat Pisang 2¼
Kuih Keria 2¼
Kuih Koci 2¼
Donat 1¾
Puding Jagung 1¾
Kuih Lapis 1¼
Packet Drinks
(Source: Panel Maklumat Pemakanan
Pada Label Makanan)
300 g of Energy Drink 11 ¾
300 g of Blackcurrant Figure 5: Hidden Sugar in Famous Brand
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Drink
300 g of Lychee Drink 6½
300 g of Soya Drink 5½
240 g of Tea 5½
300 g of Cincau 5½
240 g of Soft Drink 5
300 g of “Flower” Tea 4¼
240 g of Isotonic Drink 3¼

Table 1: Hidden Sugar in Sugar-Laden Foodstuff, Local Delicacies and Packet Drinks

Some health conscious Malaysian replaces sugar with substitutes

like aspartame (sugar free). Unfortunately, unknowingly, they are
switching to a much more deadly product as aspartame is an
extremely toxic chemical that changes the brain’s chemistry
(dopamine – neurotransmitter level). In other words, aspartame
attacks and destroys the nervous system.
Around the world, aspartame is being marketed as alternative to
sugar or diet product. It was claimed to be an ingredient of all diet
soft drinks and artificial sweeteners (refer figure on the left).
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3.2 Analysis On Problem Statement 2

The table below tabulates Health Ministry past, recent and on-going initiatives in influencing consumers to
reduce their sugar intake:

Year Campaign Brief Details

 Healthy Lifestyles includes:
 eat healthy (less sugar)
Amalkan  not smoking
1991 Cara Hidup  exercise
Sihat  stress management
 campaign extended to Promosi Makan Secara Sihat
(Healthy Eating Promotion)
 intensively targeted to food operators
 slogan: 1 Mencukupi, Kurang Lebih Baik
 communication tools: brochures, posters, television commercials
 negotiation with players in the food and beverages industry (hotels, restaurants,
Kempen canteens, coffee shops, franchisees and caterers) – players agree to reduce sugar in
Kurangkan product
Gula  on-going negotiation to increase “less sugar” product
(refer also  Food Regulations 1985 permits food label declaring:
1998 Figure 6 in
 low sugar
Appendices
 5 g per 100 g of solid
for a
pictorial  2.5 g per 100 ml of liquid
view)  sugar free
 0.5 g per 100 g of solid
 0.5 g per 100 ml of liquid
 Food Regulations 1985 also make mandatory the declaration of sugar content on
the food label for all “ready to consume” drink
 5M is akin to a mantra of healthy diet:
 Mengurangkan gula (less sugar)
 Mengurangkan garam (less salt)
2007 5M  Mengurangkan minyak (less oil)
 Melebihan buah-buahan (more fruits)
 Melebihan sayur-sayuran (more greens)
 a media campaign
Malaysia’s
 one key component in the diet guide is the message to reduce sugar intake
Diet Guide
 placement of dietitian at health clinics to serve citizens through counseling
services in order to increase the latter knowledge and skills in practicing healthy
Dietitian eating habits (including reducing sugar intake)
 as at Mac 2010, there are 51 dietitian around
 continuity of placement until there are officer in all health clinics
2010  Objectives
Kempen  an on-going effort of government to educate consumers on the consequences of
Kurangkan excessive sugar intake
Gula  encourage food and beverages operators and manufacturers to reduce sugar in
(budget: their product – providing an environment that encourage healthy eating
RM 5  minimizing consumers dependency on sugar
million)  long term: to have healthy citizens – so that they can contribute effectively to
national development
 educational activities through mass media
 setting up Pusat Maklumat Pemakanan and Dapur Sihat Masyarakat in all states
on-going
 joint activities with Ministry of Education to educate school children (including
through the Pendidikan Jasmani dan Kesihatan subject
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The right figure combines 3 concepts:
 middle: hierarchy of effects advertising model
(Lavidge and Steiner, 1961) showing steps that
consumers usually navigate through become making
a purchase (change their behavior)
 left: the behavior dimensions of purchase decision
(from thoughts to emotions and motives)
 right: suggested type of advertising or promotion
relevant to each steps in the hierarchy of effects that
can influence consumer’s movement

Realm of Thoughts
Adherent to the figure, to instill “Less Sugar Intake”
campaign awareness, marketers can use teaser ads that
provide information and facts to Malaysian consumers.
Effective teaser ads (refer Figure 7 in Appendices for the complete series) manipulates elements in the
perception process of consumers:
 selection

 organization

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 interpretation
Figure 8 (in Appendices) guide consumers’ interpretation process by banking on:
 stereotype – consumer hold meanings related to stimuli (nice smile = healthy teeth = less sugar)
 physical appearance – positive attributes of models (in the banner) resemble consumers
 descriptive terms – the message, “Gigi Sihat, Senyuman Menawan” reflect consumers stereotypes
 first impression – the smiling model (stimuli) are relevant, important and predictive – creates a
lasting first impression among consumers
 halo effect – consumers perceive and evaluate multiple objects based on just one dimension – the
only dimension they see in the banner is the smiling models
Besides that, all ads are also descriptive in nature (refer follow up ads in Figure 6 and Figure 7 in
Appendices) – provide knowledge on know to reduce sugar intake.
Realm of Emotions
To get consumers to change their initial attitudes and feelings (affective) towards sugar, marketers must
first make citizens like and subsequently prefer the idea of “less sugar” by controlling the controllable
variables of the communication process:
 source
 use decorative model (normal citizens – refer Figure 7 in Appendices) to increase similarity
(resemble the mass public) and likeability (affection)
 make good use of (available) credible source (e.g. dietitian) which have knowledge, skill, experience
to gain consumers believe and trust
 message
 use two sided (present both good and bad points) message to target consumers who hold an opposing
opinion or is highly educated while enhancing the credibility of the advertiser (perceive as less bias
and more objective). Example of ads is Figure 9 in Appendices that compares the calories level of
plain water with sweet drinks.
 use different message appeals in advertisements

Comparative Fear

Consumers must drink; Slogan such as “Sugar Kills”,

but fruit juice or soft drinks? “Planting Diseases in Children”

 Channel – use both personal (nationwide expos, awareness talks, information kiosk, exhibitions in
shopping complexes, schools and universities plus free sugar screening test) and non-personal channels
(media electronic interviews, dissemination of campaign paraphernalia such as posters, brochures and
guidebooks – refer Figure 10 in Appendices)

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Realm of Motives
To stimulate or direct desires of consumers in consuming less
sugar, marketers can convince them by:
 stipulating testimonial from diabetic, overweight and
obese citizens (or their friends and family members) in
mass media or public events to pressure and encourage
non-sufferer to lead a healthful life
 obtain the cooperation of food operators (refer Figure 11
in Appendices)
 place reminder at all possible point of purchase:
 mamak chain, restaurant, food court etc – ads like
Figure 12 and 13 (in Appendices) that appeal to
different types of consumers (e.g. visualizer or
verbalizer)
 grocery, retail, supermarket and hypermarket – banner
like the right figure that educate consumers to make
wise choice by reading the food label and consume less
sugary product

3.3 Analysis On Problem Statement 3

Table 3 tabulated the current unhealthy eating habits and

lifestyles of Malaysian parents and children.

Parent Children
Eating Habits
 staple diet is rice
 diet high in carbohydrates
 like hot and spicy food
 liking for sweet tasting food especially in traditional cakes
and pastries
 prefer to dine out or take  love junk food, fast food
away  dislike plain/mineral water
 usage of high sodium,
monosodium glutamate
Generally, for most Malaysians, cutting
(MSG), flavouring cubes
down on their daily intake of sugar will be
and sugar in cooking
an uphill battle as everyone loves their
 imbalance diet sweet glass of teh tarik, kuih-muih,
 only about 40% consumed confectionery, carbonated drinks and a
green vegetables on a daily host of other sugar-laden foodstuff. As the
basis (Malaysian Adult degree of rigidity (dogmatism) is higher
Nutrition Survey, 2003) among parents, they tend to be more
Lifestyles receptive to ads that contain an appeal
 lack of exercise from an authoritative figure (Schiffman
 watch television during family dinner and Kanuk, 2009). However, it was
 “tidak apa” or never mind  spend more time online proven untrue among some Malaysian
attitude towards excessive  watch plenty of television (Generation X) parents7.
sugar consumption
Table 3: Unhealthy Eating Habits and Lifestyles of
 did not read or check To them, an awareness campaign provides
Malaysian Parents andon
Children almost no motivation to change behavior
food label before purchase
compared to significant people in their life
Table 3: Unhealthy Eating Habits and Lifestyles of
(loved ones – spouses, family members;
Malaysian Parents and Children
acquaintances or doctors). They strongly
stand by their current eating habit and lifestyle (however unhealthy it seems) – only to consider change if

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Source: focus group with GSM-UPM MBA parents
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and when they are diagnose with chronic diseases – a revelation that echo a study by American
Psychological Association (refer Figure 14).

Figure 14: What Motivates Changes in Behavior (Source: American Psychological Association, 2007)
The following table lists some of the things that can be done to educate both parents and children in
changing their eating habits and lifestyles:

Change
Parents Children
Parameters
 classical conditioning
 multi-media approach using television, radio, cinema advertisement,
billboards, bus panel advertisements, publication of advertorials, features
articles, quizzes in the local vernacular newspapers, magazines on healthy
eating and messages on Ministry of Health vehicles
 electronic media to air dramas, plays and “incidental" messages on healthy eating
 print media approach (produced by Health Education Division and
Consumer Associations) include posters, booklets and leaflets
 non-print media approach include trailers, documentary films, interactive
computer quiz, televisions programmes, jingles and radio commercials
 provision of healthy food at food outlets
 encourage home food handlers to adopt healthier food handling, preparation and
storage practices with emphasis on personal hygiene of the food handlers
Eating  food-related agencies such as FAMA and MARDI encourage consumption of fruits
and vegetables and advocating the use of healthy food products
Habits
 professional bodies (e.g. Malaysian Dietitian Association & Nutrition Society of
Malaysia, MASSO etc) to participate and contribute to sugar-related activities
 reintroduce Malaysia Food Pyramid (refer Figure 15 in Appendices)
 instrumental (operant) conditioning – mantra: the reward of health exceeds all gifts!
 observational learning
 warning testimonial from chronic diseases sufferer
 "healthy workplace" with "healthy  Education Ministry to set up "healthy
canteens" canteens" in "healthy school" and promote
 organize sugar-related events in "healthy eating" in curriculum
workplaces and shopping complexes  organize sugar-related events in schools
 encourage experimental home cooking  never offer kids sugar-laden food as reward
that fulfills 5M  on-going Program Susu Sekolah
 stop advertisements of highly-sugared
product during children’s television
viewing hours
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 Change
Parents Children
Parameters
 promote self hygiene
 body
 clothing
 home
 promote benefits of enough rest (sleep)
 encourage adequate exercise (min 20 minutes per session, 3 times a week)
 ensure safe and comfortable pedestrian lanes (covered with tree canopy or roof) for
Lifestyles walking in towns especially near commercial centers, bus stops and schools
 provide more free sport facilities (e.g. field, mini stadium)
 develop hostile towards drug, alcohol and glue sniffing
 teach consumers to understand food and nutrition labeling
 free health screening  annual simple medical check up
 tax relief or company subsidized gym  make co-curriculum mandatory
membership

Some Malaysian parents may be unwilling to change their own eating habits and lifestyles, but consciously,
they know their quest is to "grow" a healthy child (eat right, exercise more, make smart decisions) and grow
up to be a healthier, happier adult8. However, they forgot that by being the parent at home, they are the kids'
primary role model with tremendous impact on eating habits. After all, parents are the one purchase the food,
handle much of its preparation and set the tone during meals. Every day (whether intentionally or not),
parents are teaching children what to eat and drink. Young people observe what the adult choose, how much
or how little being consume and they will model the behavior.
Parents also shape the entire family physical activity by example too. Kids are more likely to limit television
and computer "screen time" if their mum and dad do the same and have fun family alternatives. They will be
more likely to listen to request to "go outside and play!" if adults join in sometimes. Eventually, they will
learn that exercise is a natural, necessary – even fun – part of life when they see their folks are also engaging
in a regular exercise routine.
Yet, some families in Malaysia are proactive in leading a healthful life. They might inherit the habit from
the past generations, through spouse support, do it on doctors’ order or merely self motivated after learning
the “truth” about sugar and knew someone who suffers chronic diseases. In some households, parent and
children mutually influence the behavior of each other8.

4.0 RECOMMENDATIONS
Some recommendations for marketers of “Less Sugar Intake” are as such:
 target audience:
 children – as they are easily to be influence/educated and could pester/embarrass parents and older
siblings to follow suit
 convertible adults/parents with moderate sugar consumption especially the senior citizens – as they
would not block out stimuli which are threatening (perceptual defence)
 middle age citizens (45 – 59 years old) – as they are the high risk group for overweight/obesity
 food operators and manufacturers
 product (the campaign) – as interesting as possible as health campaign are usually boring
 place – anywhere with high traffic (e.g. shopping complexes, schools, universities etc) for the public and
special events (e.g. food expo/conferences etc) for food operators and manufacturers
 advertising and promotion
 creative ads that ensure carryover effect – aid public to easily recall ads whenever they are about to
purchase/consume sugary product
 have multi lingual ads to cater to all Malaysians
 Price (of sugar) – reasonable yet if there is need, gradual increment so that the public could adjust their
consumption

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Source: focus group with GSM-UPM MBA parents
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5.0 APPENDICES

Figure 2: Sugar consumption per person in Asia (Source: ABARE, 2005)

Figure 3: Number of admissions and deaths from diabetes in hospital government

(Source: Health Ministry)

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 Figure 4: Caries Prevalence by Age Group
(Source: Oral Health Division of Health Ministry, 2004)

Figure 6: Food Label Declaring Sugar Content

(Source: Health Ministry)
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Figure 7: Teaser and Follow up Ads for JOM Kurangkan GULA
(Source: Health Ministry)

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 Figure 9: Poster Gantikan Minuman Manis
Dengan Ini (Source: Health Ministry)

Figure 8: Banner Gigi Sihat, Senyuman Menawan

(Source: Health Ministry)

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Contents include:
 What foods to avoid
 78 ways sugar can ruin you.
 Sugar and children.
 Raised insulin levels trigger heart
disease, obesity, high cholesterol
and diabetes.
 Good and bad carbohydrates.
 Ways to lower heart disease risk.
 Artificial sweeteners are not the
answer.
 How to identify and avoid sugar.
 What you should demand from the
government.

Figure 10: Consumers Association

of Penang Guidebook on How
Much Sugar is hidden in Your
Foods

Figure 11: Commitment Banner of Food Court Operators in Jusco Metro Prima, Kepong
(Source: Health Ministry)

Figure 12: Reminder Poster “Stop at One! Less is

Better” (Source: Health Ministry)

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Figure 13: Factual Poster “Stop at One! Less is Better”
(Source: Health Ministry)

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Figure 15: Malaysia Food Pyramid (Source: Health Ministry)

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