A cross-national consumer segmentation based on contextual differences in food choice benefits

M.C. Onwezen, M.J. Reinders, I.A. van der Lans, S.J. Sijtsema, A. Jasiulewicz, M.D. Guardia, L. Guerrero

Research output: Contribution to journalArticleAcademicpeer-review

42 Citations (Scopus)

Abstract

One of the greatest challenges to developing more successful marketing strategies in the food sector is gaining an understanding of the diversity of consumer needs. The current study aims to identify consumer segments based on consumers’ self-stated general importance ratings of a range of food benefits. It also aims to explore whether these segments are predictive for the importance that these consumers attach to food benefits at different consumption moments and in different consumption situations and whether these segments are predictive for consumers’ perceptions of specific food products in terms of these food benefits. A large survey (N = 2083) was administered in four European countries. The present study shows that meaningful cross-national consumer segments can be identified on the basis of the importance that consumers attach to benefits related to health, convenience, satiety, sensory aspects, affect and personal norms. Furthermore, the study shows that the consumer segments identified on general importance ratings differ in the importance they attach to benefits across different moments and situations of consumption and across perceptions of different healthy food products versus unhealthy food products. The findings indicate that consumer segmentation based on general food choices is meaningful for policymakers and marketing managers, as this general segmentation provides information on specific consumer choices.
Original languageEnglish
Pages (from-to)276-286
JournalFood Quality and Preference
Volume24
Issue number2
DOIs
Publication statusPublished - 2012

Keywords

  • latent class analysis
  • market-segmentation
  • choice questionnaire
  • health
  • convenience
  • acceptance
  • attitudes
  • motives
  • issues
  • fruit

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