Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis

Carla Henriques (), Ana Matos (), Madalena Malva (), Elena BartkienÄ— (), Ilija Djekić (), Monica Tarcea (), Marijana Matek Sarić (), MaÅ¡a ÄŒerneliÄ -Bizjak (), Veronika Dolar, Ayman EL-Kenawy (), Vanessa Ferreira (), Dace Klava (), MaÅ‚gorzata Korzeniowska (), Elena Vittadini (), Marcela Leal (), Lucia Frez-Muñoz (), Maria Papageorgiou (), Viktória Szűcs (), Paula M. R. Correia and Raquel P. F. Guiné ()
Additional contact information
Carla Henriques: Polytechnic Institute of Viseu, Portugal
Ana Matos: Polytechnic Institute of Viseu, Portugal
Madalena Malva: Polytechnic Institute of Viseu, Portugal
Elena BartkienÄ—: Lithuanian University of Health Sciences, Lithuania
Ilija Djekić: University of Belgrade, Serbia
Monica Tarcea: University of Medicine, Pharmacy, Sciences and Technology of Târgu Mureș, Romania
Marijana Matek Sarić: University of Zadar, Croatia
MaÅ¡a ÄŒerneliÄ -Bizjak: University of Primorska, Slovenia
Ayman EL-Kenawy: University of Sadat City, Egypt
Vanessa Ferreira: Federal University of Minas Gerais, Brazil
Dace Klava: Latvia University of Life Sciences and Technologies, Latvia
Małgorzata Korzeniowska: Wrocław University of Environmental and Life Sciences, Poland
Elena Vittadini: University of Camerino, Italy
Marcela Leal: Red IESVIDAS and CONINUT, Argentina
Lucia Frez-Muñoz: Wageningen University & Research, Netherlands
Maria Papageorgiou: International Hellenic University, Greece
Viktória Szűcs: Hungarian Chamber of Agriculture, Hungary
Paula M. R. Correia: Polytechnic Institute of Viseu, Portugal
Raquel P. F. Guiné: Polytechnic Institute of Viseu, Portugal

Insights into Regional Development, 2022, vol. 4, issue 1, 10-25

Abstract: Food behaviour is governed by different kinds of motivations, some of individual nature and others related with the external food environment. This study investigated the eating motivations in sixteen countries with respect to commercial and marketing influences on food choices. The questionnaire survey was developed between September 2017 and June 2018, via online tools, targeting a convenience sample of residents in sixteen countries (Argentina, Brazil, Croatia, Egypt, Greece, Hungary, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Serbia, Slovenia and the United States of America). The number of valid responses received was 11,919 participants. The data were treated using SPSS software, and the main statistical techniques used included exploratory factor analysis, evaluation of internal reliability through Cronbach's alpha, cluster analysis (hierarchical and k-means) and logistic regression. The results obtained showed two groups of people: low motivated and notably motivated consumers. The results showed high asymmetries between countries, with highest percentage of highly motivated consumers in Egypt and the lowest percentage of highly motivated in Portugal. It was further observed that consumers more influenced by commercial and marketing aspects (the notably motivated) tend to be women, young, single, less educated, less likely to be professionally active, and those who live mostly in rural or suburban areas. Less exercise and overweight are also factors associated with greater propensity for commercial and marketing motivations. Furthermore, health problems such as shellfish or gluten intolerance, hypertension and high cholesterol confer less propensity to be in the segment of the notably motivated consumers. In conclusion, this work highlighted the role of geographic, sociodemographic and lifestyle factors as food choice determinants.

Keywords: marketing segmentation; food consumption; eating motivation; cluster analysis (search for similar items in EconPapers)
JEL-codes: G40 (search for similar items in EconPapers)
Date: 2022
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Working Paper: Marketing motivations influencing food choice in 16 countries: segmentation and cluster analysis (2022)
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouird:v:4:y:2022:i:1:p:10-25

DOI: 10.9770/ird.2022.4.1(1)

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