A cross-national consumer segmentation based on food benefits: The link with consumption situations and food perceptions

Onwezen, Marleen C.; Reinders, Machiel J.; Lans, I.A. van der; Sijtsema, S.J.; Jasiulewicz, Anna; Guàrdia, M. Dolors; Guerrero, Luís

doi:10.1016/j.foodqual.2011.11.002

Cited by 71 publications

(74 citation statements)

References 62 publications

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“…They reflect trends in the marketplace and provide valuable information for food companies for product development and positioning in the market (Onwezen, et al, 2012). It is likely the complexity of consumers' food-related behavior will continue to grow.…”

Section: Interpretation Of "Food Context"mentioning

confidence: 99%

“…In addition to obtaining a better understanding of the underlying motives for consumer behavior, market segmentation is also frequently used to predict how consumers will react to products in the future (e.g., Onwezen, et al, 2012). Using cluster groupings based on consumers' previous actions, marketers can forecast which shoppers will be more attracted to particular food items.…”

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

“…They can also use this information when launching new products by targeting consumers who have a higher likelihood of trying novel items. As an example, Onwezen et al (2012) used a cluster analysis to identify consumer groups based on the level of importance placed on food benefits including health and convenience. The segments were examined to see if the level of importance subjects placed on food benefits could be used to predict food intake during different consumption occurrences.…”

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

“…Instead the approach to buying, preparing, and eating food was studied. Additionally, Onwezen, et al (2012) examined whether the segments themselves could be used to predict the perception a consumer will likely have in regards to the benefits of specific food items.…”

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

“…The authors concluded that consumers' decisions are not generalized, rather they are dependent upon the nature of food products and the type of context, or situation, in which the food products are encountered (Onwezen, et al, 2012). Likewise, other studies have drawn similar conclusions including the claim that different eating occurrences, such as breakfast and dinner (King et al, 2004) and the atmosphere of the consumption situation, such as dining in the household or eating out (Meiselman et al, 2000), affect individuals' food choices and reception of food products.…”

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

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Women and Their “Food Time” an Investigation Into Food Purchases, Preparation, and Consumption Atmosphere Using Smartphone Survey Technology

Jaeger¹

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Women's food purchasing and eating habits have been studied in detail, but are still not entirely understood. Prior research has sought to segment the female food shopper market, but typically use only demographic characteristics. In this study, fifty females were recruited in San Luis Obispo, CA from March 2012 to May 2012 to keep an electronic food-time diary for one week. By collecting information through surveys distributed using a smartphone application, SurveySwipe, the study investigated the amount of time expended for each meal, as well as the manner in which the meal was prepared or purchased, and the context surrounding the eating situation, for a period of seven days. A segmentation of these female food consumers was then formed in order to demonstrate that by using attitudinal and behavioral data, a unique segmentation scheme may be achieved, different than would have resulted using only demographic information.For the data analysis, four principal components analyses were conducted followed by subsequent cluster analyses, followed by ANOVA and Chi-Square tests. Study participants were segmented in four distinct sets of clusters, or consumer groups. Of the four sets of clusters formed, one was created using solely demographic variables, whereas the other three used "food time" variables comprised of behavioral and attitudinal information. It may be inferred from the results that the behavior of the participants within each cluster was similar regarding a particular variable being tested, while it differed from the behavior of participants in other clusters (regarding the same variable being tested). Specifically, an abundance of key, significant differences were found with the "food time" variables.The study supports the use of variables related to "food time" allocation and the context of the eating situation as they relate to the purchase, preparation, and consumption of food, instead of only demographic attributes. The results will be useful for food marketers and product developers seeking to understand how food fits into the lives of female consumers with diverse roles and behaviors, in addition to being valuable for segmenting a select market or targeting a particular customer type.

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Section: Interpretation Of "Food Context"mentioning

confidence: 99%

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

Section: Application Of Cluster Analysis and Segmenting The Food Consmentioning

confidence: 99%

See 3 more Smart Citations

Women and Their “Food Time” an Investigation Into Food Purchases, Preparation, and Consumption Atmosphere Using Smartphone Survey Technology

Jaeger¹

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Coffee Consumer Segmentation: Implications for Producers and Sellers

Maciejewski

Mokrysz²,

Wróblewski

2020

Contributions to Management Science

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Sorry, Your Order Has a Substitution: The Effects of Substitution Policy in Online Grocery Retailing

Hoang

Breugelmans

2020

Advances in National Brand and Private Label Marketing

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Post-purchase out-of-stock (OOS) often happens in an online store context, where products appear to be available at the time a consumer makes an order and checks out, but then become OOS when the order is to be dispatched. To mitigate negative responses from consumers, online grocery retailers often provide consumers a substitution alternative to the OOS item. This paper investigates the effects of two substitution policies where we focus on different matching strategies of the substitution with the OOS item. In policy one, we measure the effect of matching on the dominant attribute (brand vs. flavour). In policy two, we test the effect of matching with a product from the consumers' past purchase portfolio. We investigate these two substitution policies and their interaction in two categories that differ on the level of differentiation (i.e., the degree to which distinctions are objectively measurable -vertical differentiation/VD vs. not easy to evaluatehorizontal differentiation/HD). Our dependent variable is the probability to accept the substitute. The study employs a computer-simulated purchase experiment, using two product categories: margarine (VD) and cereals (HD). 2,113 UK consumers representative of general UK shopper profile participated. Findings show that in the margarine category where brand is the dominant attribute, the same brand substitution is more likely to be accepted than the same flavour substitution. In contrast, in the cereal category where flavour is more likely to be the dominant attribute, same flavour substitution is more likely to be accepted than same brand substitution. The results also show that, in both categories, matching the substitution product with a product from consumers' past purchase portfolio is more likely to be accepted than offering a substitute that consumers have not bought before. We also found a significant interaction between the two policy types but for cereals only. The effects of two substitution policies are mediated by perceived fairness of the substitution. The paper discusses contributions and implication for future research.

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A cross-national consumer segmentation based on food benefits: The link with consumption situations and food perceptions

Cited by 71 publications

References 62 publications

Women and Their “Food Time” an Investigation Into Food Purchases, Preparation, and Consumption Atmosphere Using Smartphone Survey Technology

Women and Their “Food Time” an Investigation Into Food Purchases, Preparation, and Consumption Atmosphere Using Smartphone Survey Technology

Coffee Consumer Segmentation: Implications for Producers and Sellers

Sorry, Your Order Has a Substitution: The Effects of Substitution Policy in Online Grocery Retailing

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