Motywy wyboru żywności przez konsumentów soków – badania pilotażowe

Katarzyna Włodarska, Katarzyna Pawlak-Lemańska, Tomasz Górecki and Ewa Sikorska

Journal of Agribusiness and Rural Development, 2015, vol. 38, issue 4

Abstract: The aim of this study was to evaluate the food choice motives of consumers. Preliminary studies were carried out on a group of 96 consumers of juices based on the Food Choice Questionnaire. It is a tool, which enables the systematic measurement of the importance of diff erent food choices. The confi rmatory (CFA) and exploratory factor analysis (EFA) and hierarchical cluster analysis (HCA) methods were used for analysis of data. The results of factor analysis revealed 12 new groups of factors determining the choice of food. The most important factors infl uencing selection of food were: taste, worth the money and a positive eff ect on external appearance. Using hierarchical cluster analysis three segments of consumer were identifi ed, with diff erent attitudes towards food choices: engaged – enthusiasts of healthy nutrition, indiff erent – not attaching attention to what they eat and practical – focused on the price and availability of products. Segmentation of consumers with similar attitudes towards choice of food can help the producers in precise targeting of marketing messages to a selected group of consumers.

Keywords: Agribusiness; Agricultural and Food Policy; Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Environmental Economics and Policy; Farm Management; Financial Economics; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; Industrial Organization; Institutional and Behavioral Economics; International Development; International Relations/Trade; Labor and Human Capital; Land Economics/Use; Livestock Production/Industries; Marketing; Political Economy; Production Economics; Productivity Analysis; Public Economics; Research and Development/Tech Change/Emerging Technologies; Research Methods/Statistical Methods; Resource/Energy Economics and Policy; Risk and Uncertainty; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ags:pojard:253668

DOI: 10.22004/ag.econ.253668

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