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Cluster Analysis of Fruit and Vegetable Related Perceptions: An Alternative Approach of Consumer Segmentation
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
2013 (English)In: Journal of human nutrition and dietetics (Print), ISSN 0952-3871, E-ISSN 1365-277X, Vol. 26, no 1, 38-47 p.Article in journal (Refereed) Published
Abstract [en]

Background:  Audience segmentation optimises health communication aimed to promote healthy dietary habits, such as fruit and vegetable (F&V) consumption. The present study aimed to segment respondents into clusters based on F&V-related perceptions, and to describe these clusters with respect to F&V consumption and sex.

Methods:  The cross-sectional study was conducted using a semi-structured questionnaire. The respondents were randomly selected among Swedish adults (n = 1304; response rate 51%; 56% women). A two-step cluster analysis was conducted followed by a binary logistic regression with cluster membership as a dependent variable. The clusters were compared using t-tests and chi-squared tests. P < 0.05 (two-sided) was considered statistically significant. The respondents’ open-ended answers of determinants of F&V consumption were used as a descriptive support for the conducted multivariate analysis.

Results:  Of the two identified clusters, the Positive cluster (n = 476) was older and consumed more vegetables (both sexes) and fruit (women only), whereas men in the Indifferent cluster (n = 715) consumed more juice. Indifferent cluster reported more F&V consumption preventing factors, such as storage and preparation difficulties and low satisfaction with F&V selection and price. Not liking or not having a habit of F&V consumption, laziness, forgetting and a lack of time were mentioned as main barriers to F&V consumption.

Conclusions:  The Indifferent cluster reports more practical and life-style related difficulties. The Positive cluster consumes more vegetables, perceives fewer F&V-related difficulties, and looks for more dietary information. The findings confirm that cluster analysis is an appropriate way of identifying consumer subgroups for targeted health and nutrition communication.

Place, publisher, year, edition, pages
2013. Vol. 26, no 1, 38-47 p.
Keyword [en]
cluster analysis, consumer segmentation, fruit and vegetables, health communication
National Category
Medical and Health Sciences
Research subject
Food, Nutrition and Dietetics
Identifiers
URN: urn:nbn:se:uu:diva-156982DOI: 10.1111/j.1365-277X.2012.01272.xISI: 000313899800006OAI: oai:DiVA.org:uu-156982DiVA: diva2:433989
Available from: 2011-08-12 Created: 2011-08-12 Last updated: 2017-12-08Bibliographically approved
In thesis
1. Consuming and Communicating Fruit and Vegetables: A Nation-Wide Food Survey and Analysis of Blogs among Swedish Adults
Open this publication in new window or tab >>Consuming and Communicating Fruit and Vegetables: A Nation-Wide Food Survey and Analysis of Blogs among Swedish Adults
2011 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The aim of this thesis was to investigate fruit and vegetable (F&V) consumption among Swedish adults and to use F&V-related perceptions for audience segmentation. Further, the aim was to identify motives and approaches of F&V bloggers, as well as to analyze F&V-related online discourses.

F&V consumption and related perceptions were surveyed using a questionnaire among a random sample of Swedish adults (18-84y; final response rate 51%; n=1 304). F&V consumption was measured using a self-administered pre-coded 24-h recall and FFQ. The average consumption was close to the recommendations. Women in general and men born outside Sweden as well as the physically active respondents consumed the most F&V. The respondents were divided into two clusters based on their F&V-related perceptions. Positive cluster with more women and higher mean age consumed more F&V, whereas Indifferent cluster experienced more practical, habitual as well as external problems with F&V consumption. Cluster analysis is an example of audience segmentation for communicative purposes.

A sample of 50 lay-people blogs with F&V-related content were analyzed with a qualitative content analysis. Two-dimensional categories – level of dietary influential purpose and source of experience – were used to identify blogger ideal types. Exhibitionist with a passive level of dietary influence and lived experiences was the most common type. Persuaders use lived experiences to actively influence their readers, whereas Authorities try to influence mediating others’ experiences. The Mediator is described as a neutral observer. Understanding the role of blogs in everyday communication is important for targeting health messages. A critical discourse analysis was applied to Persuader bloggers’ texts (n=12). Three F&V-related discourses were identified: normative consumption, authentic consumption and altruistic consumption. This analysis is useful for the last process of dietetic communication, namely tailoring the messages.

The present four studies approach dietetic communication processes from a research perspective. However, a further step might be to apply these to a health promotion initiative starting from an identified diet-related problem (e.g. low F&V consumption) through audience segmentation (e.g. through cluster analysis) and targeting a relevant channel (e.g. through blogs) finally to tailor the message (e.g. findings from discourse analysis).

Place, publisher, year, edition, pages
Uppsala: Acta Universitatis Upsaliensis, 2011. 73 p.
Series
Digital Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences, ISSN 1652-9030 ; 70
Keyword
fruit and vegetables, 24-h recall, food frequency questionnaire, discourse analysis, cluster analysis, communication, blogs
Research subject
Food, Nutrition and Dietetics
Identifiers
urn:nbn:se:uu:diva-156978 (URN)978-91-554-8124-7 (ISBN)
Public defence
2011-09-30, B21, BMC, Husargatan 3, Uppsala, 13:00 (English)
Opponent
Supervisors
Available from: 2011-09-09 Created: 2011-08-12 Last updated: 2011-11-03Bibliographically approved

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Simunaniemi, Anna-MariNydahl, MargarethaAndersson, Agneta

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