Segmenting Food Markets - The Role of Ethnocentrism and Lifestyle in Understanding Purchasing Intentions

Kavak, Bahtışen; Gumusluoğlu, Lale

doi:10.1177/147078530704900108

Cited by 64 publications

(98 citation statements)

References 26 publications

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“…Examples of these studies include studies conducted with samples from Japan and West Germany (Netemeyer et al, 1991); Poland (Good & Huddleston, 1995;Supphellen & Rittenburg, 2001;Huddleston, Good & Stoel, 2001); Malta (Caruana & Magri, 1996); Korea (Sharma et al, 1995); Russia (Good & Huddleston, 1995;Saffu & Walker, 2005) and Turkey (Kavak & Gumusluoglu, 2007 …”

Section: The Reliability Of the Cetscalementioning

confidence: 99%

Demographics and consumer ethnocentrism in a developing context: A South African study

Pentz

Terblanché²,

Boshoff³

2014

SAJEMS

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International trade has grown exponentially since the days of the Cold War, and today consumers in most countries are exposed to a growing range of product offerings from around the world. As the origin of products might have an influence on consumer buying behaviour, many marketers realise that an improved understanding of consumer attitudes towards both domestic and imported products could be useful in formulating more effective marketing strategies. Previous research in the field of international marketing suggests that the concept of consumer ethnocentrism can be an important factor when consumers decide to purchase locally produced rather than imported products. While the concept of consumer ethnocentrism has been actively researched in a number of contexts and countries, research on this phenomenon has been limited to developed countries. The purpose of this study is to contribute to the existing body of knowledge on consumer ethnocentrism in developing markets by investigating the possible relationships between consumer ethnocentrism and a number of demographic variables in South Africa. A unique contribution of this study is that the investigation focused on two different ethnic samples -'white' respondents and 'black' respondents -to account for the ethnic diversity in South Africa. An online survey was used to collect data on ethnocentristic tendencies in both sub-samples, as well as on their demographic characteristics. The results of the study revealed that for both groups of respondents there was a positive relationship between age and consumer ethnocentrism, while a negative relationship was found for both groups in the relationship between consumer ethnocentrism and income. In respect of the relationship between consumer ethnocentrism and gender, the results differed between the two groups of respondents.

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Section: The Reliability Of the Cetscalementioning

confidence: 99%

Demographics and consumer ethnocentrism in a developing context: A South African study

Pentz

Terblanché²,

Boshoff³

2014

SAJEMS

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“…Marketers have developed different ways of identifying consumers' characteristics, dividing consumers into groups and analysing consumer behaviour towards a certain product. Socioeconomic and demographic features such as age, gender, standard of living and education have been widely used to segment markets (Plummer, 1974;Kavak and Gumusluoglu, 2006). However, the rapid rate of change in Western economies, the economic crisis and the massive rise in the popularity of Information and communication technologies mean that the socioeconomic and demographic characteristics traditionally used to explain consumer behaviour are no longer effective (González, 2000).…”

Section: Introductionmentioning

confidence: 99%

Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption

2016

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Market segmentation divides the market into small groups of consumers who share similar characteristics. As all consumers within the same group have a common profile, marketing strategies can be adapted to target a specific type of consumer. Owing to the rapid changes in today's society, consumer lifestyle has become the ideal criterion for market segmentation. In this study, we employed the food-related lifestyle model, which scholars have shown to be suitable and valid in several countries. Using data from a survey (with 3.53% error), we segmented the Spanish food market based on consumers' food-related lifestyles. For each segment, we identified the consumer profile and analysed consumers' consumption of rabbit meat. Factor analysis and cluster analysis yielded 4 segments: (i) 'Unconcerned' (36.8% of the sample) mainly consists of male consumers. Consumers in this segment value neither the freshness nor the price/quality ratio of their food items and consume rabbit meat rarely (39.4%) or sporadically (29.3%).(ii) 'Cooks' (18.4%) predominantly consists of middle-aged women. Consumers in this segment are highly demanding and critical of the quality of food products. They like cooking and are regular consumers of rabbit meat (40.6%). (iii) 'Out-of-home consumers and convenience shoppers' (28.6%) mostly consists of consumers aged between 25 and 34 y old and contains a large proportion of upper-class consumers. Consumers in this segment prefer to eat out and consume convenience products. This segment has the second highest percentage of regular consumers of rabbit meat (36.9%). The segment also has the second highest percentage of consumers who rarely or never eat rabbit meat (43.9%). (iv) 'Rational purchaser with little interest in cooking' (16.2%) has the highest proportion of consumers aged 55 to 74 y old. Consumers in this segment have the least interest in cooking, the most interest in the purchasing process, and the lowest consumption of rabbit meat (51.1% consume little or no rabbit meat).

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“…Additionally, several studies have found strong statistical evidence for the direct negative link between CET and willingness to buy foreign products (e.g., Klein et al, 1998;Suh & Kwon, 2002). According to Kavak and Gumusluoglu (2007), "ethnocentric consumers do not approve of purchasing a foreign-made product, since they think it is harmful to the domestic economy and employment; it would put domestic producers at a disadvantage, which, in turn, would increase unemployment and worsen economic conditions in the home country." Since unknown food is unfamiliar because its ingredients do not belong to the native or local range of foods, and therefore usually comes from abroad, it is possible to hypothesize that consumer ethnocentrism could play a significant moderator role in the acceptance and intention to try that type of unfamiliar food.…”

Section: Consumer Ethnocentrismmentioning

confidence: 96%

Intention to Try Unfamiliar Food: The Role of Level and Type of Unfamiliarity, Food Neophobia, and Ethnocentrism

Aqueveque

2014

Journal of Food Products Marketing

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The present work is focused in some aspects of the adoption process of unfamiliar foods. We make a distinction for the concept of unfamiliar food based on consumers' degree of knowledge of the ingredients, therefore, we categorize unfamiliar food in two different types: unknown food (unknown ingredients) and novelty combination food (known ingredients combined in a novel or unusual way). Based on this distinction, we analyze the effect of this different source of food unfamiliarity on the intention to try it, considering personal traits such as food neophobia and consumer ethnocentrism. Our results show that the degree of food unfamiliarity has a higher impact on intention to try in consumers with low levels of consumer ethnocentrism, and that type of unfamiliarity moderates the effect of level of unfamiliarity on intention to try only in consumers with high level of consumer ethnocentrism.

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Segmenting Food Markets - The Role of Ethnocentrism and Lifestyle in Understanding Purchasing Intentions

Cited by 64 publications

References 26 publications

Demographics and consumer ethnocentrism in a developing context: A South African study

Demographics and consumer ethnocentrism in a developing context: A South African study

Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption

Intention to Try Unfamiliar Food: The Role of Level and Type of Unfamiliarity, Food Neophobia, and Ethnocentrism

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