Fruit-related lifestyles as a segmentation tool for fruit consumers

Abstract

PurposeThis study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes.Design/methodology/approachThe research study is based on a structured questionnaire designed using a reduced version of the FRL instrument, including evaluation factors related to fruit consumption, which is useful to describe a fruit-related lifestyle. Data were collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalisation was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique.FindingsConsumption behaviour is motivated by health concerns (perceived), fruit (nutrition) content and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste and safety.Research limitations/implicationsThe authors adapted a survey tool based on a reduced FRL instrument to elaborate a specific survey instrument suitable to describe the fruit-related consumer's lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.Originality/valueThe fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight into fruit marketing and distribution companies, which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policymakers to promote increased fruit consumption.

Value seeking, health-conscious or sustainability-concerned? Profiling fruit and vegetable consumers in Euro-Mediterranean countries

“…They also prioritised factors such as avoidance of additives, preference for non-GMO products, and concern about pesticide residues. In similar studies, these consumers were categorised as functional and rational, focusing on logical thinking and food safety (Ahmadi Kaliji et al, 2022;Yeo et al, 2020). In particular, consumers in this segment placed a high value on information about the geographical origin of F&V, highlighting the importance of clear labelling for healthier and more sustainable food choices in the future.…”

“…Various studies have categorised consumers based on their attitudes and preferences regarding quality, e.g. adventurous fruit consumers (Ahmadi Kaliji et al, 2022) and those with a preference for fresh fruit (Montero-Vicente et al, 2019). A subset of consumers with a strong inclination towards fruit stores emphasises factors related to quality and taste perception, reflecting a commitment to values associated with the quality of fruit for daily consumption.…”

“…In the following, the questionnaire was further divided into some sections based on modified FRL instruments, including consumption habits of F&V, questions about necessity, advantage, acceptance and importance of regular consumption of F&V (Dorce et al, 2021); Purchase motives with questions about the benefits of consuming F&V (Harvard Chan, 2022); Quality and taste perceptions (Sacchi, 2018); Health concernsconfidence in the safety of F&V (van der Vossen-Wijmenga et al, 2022); Important information about F&V (Ricci et al, 2018); and Price consciousnessquestions related to scale (Ahmadi Kaliji et al, 2022). To ensure the validity of the questions in the questionnaire, the questions were first compared with existing theories and literature in the field.…”

Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach

“…By recognizing and understanding these diverse consumer segments, marketers and local market organizers can adapt their strategies, product offerings and communications approaches. This understanding allows the personalization of experiences and offerings to resonate more deeply with the motivations and values of each segment, ultimately increasing consumer satisfaction and loyalty in local markets (Ahmadi Kaliji, 2022).…”

Analyzing consumer perceptions about food safety by applying the food-related lifestyle approach

“…In the case of countries with a weak institutional framework, such as Kosovo, the level of trust in public institutions to guarantee food safety is low (Sopi, 2016 ). Origin (domestic and local origin) and brand reputation are important attributes to guarantee food safety for Kosovo consumers (Haas et al ., 2016 ; Haas et al ., 2021 ; Miftari et al ., 2021; Ahmadi Kaliji et al ., 2022 ).…”