Cluster Analysis of Fruit and Vegetable Related Perceptions: An Alternative Approach of Consumer Segmentation
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
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.
cluster analysis, consumer segmentation, fruit and vegetables, health communication
Medical and Health Sciences
Research subject Food, Nutrition and Dietetics
IdentifiersURN: urn:nbn:se:uu:diva-156982DOI: 10.1111/j.1365-277X.2012.01272.xISI: 000313899800006OAI: oai:DiVA.org:uu-156982DiVA: diva2:433989