Consuming Rural Territories through Food – A Segmentation Analysis Based on the Food Choices of Urban Specialty Stores’ Customers

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2022-11-22 DOI:10.1080/10454446.2022.2150831

Elisabete Figueiredo, Teresa Forte, C. Eusébio, Alexandre Silva, M. Truninger

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Abstract

ABSTRACT The increasing interest of consumers in rural provenance food products is known to meet concerns regarding authenticity, health, safety, and sustainability and to be based on knowledge and familiarity. Based on the results of a survey to 1553 customers of 24 urban specialty shops, located in three Portuguese cities, this study aims at identifying different segments of consumers of rural provenance foods according to the criteria they value when acquiring and consuming those products. From a hierarchical cluster analysis based on shopping preferences, three clusters were identified: The Influenced, choosing the products mainly by recommendation; The Provenance Seekers, privileging provenance and related qualities; and The All-embracers, considering a multiplicity of criteria when shopping. These clusters differ in terms of socio-demographic profiles, products bought, consumption behavior, familiarity with rural areas, and images of food products and territories of provenance. Results show the mutual influence of these dimensions on food preferences.

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通过食品消费农村领地——基于城市专卖店顾客食品选择的细分分析

消费者对农村原产食品日益增长的兴趣是基于对知识和熟悉程度的，以满足对真实性、健康、安全和可持续性的关注。基于对葡萄牙三个城市的24家城市专卖店的1553名顾客的调查结果，本研究旨在根据他们在获取和消费这些产品时所看重的标准，确定农村来源食品的不同消费者群体。通过基于购物偏好的分层聚类分析，确定了三个聚类:受影响的，主要通过推荐来选择产品;追求种源者，重视种源和相关品质;以及无所不包者，在购物时考虑多种标准。这些群体在社会人口概况、购买的产品、消费行为、对农村地区的熟悉程度以及对食品和原产地的印象方面存在差异。结果表明，这些维度对食物偏好的相互影响。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.