Deliverable 1.2.7: Cross-cultural benefit segmentation of consumers

M.J. Reinders, M.C. Onwezen, S.J. Sijtsema, K.L. Zimmermann, I. van den Berg, A. Jasiulewicz, M.D. Guardia, L. Guerrero

Research output: Book/ReportReportProfessional


The present report, deliverable D.1.2.7, gives a final view of the work done in ISAFruit Work Package (WP) 1.2. Average Europe fruit consumption is below the recommended level and moreover the consumption level is still decreasing in Europe. A large survey was carried out in four European countries that consisted of questions regarding the importance consumers attach to food related benefits in general and for specific situations, personal orientations of the consumers, personal characteristics of the consumers, the perception of fruit products, and the fruit consumption behaviour of the consumers. A cross-cultural benefit situation segmentation was conducted. Based on the results of this cross-cultural benefit segmentation two scientific papers are presented.
Original languageEnglish
Place of PublicationDen Haag
PublisherLEI, onderdeel van Wageningen UR
Number of pages80
Publication statusPublished - 2010


  • fruit
  • consumer preferences
  • nutrition and health
  • food marketing
  • food consumption
  • perception
  • lifestyle
  • food merchandising


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