The magnitude and nature of situational influence on Japanese snacking: The role of fruit

Kenneth C. Gehrt and Soyeon Shim
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Kenneth C. Gehrt: Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033, Postal: Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033
Soyeon Shim: Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033, Postal: Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033

Agribusiness, 1999, vol. 15, issue 1, 119-136

Abstract: This study examines the role of fruit in Japanese snacking behavior. Rather than relying on conventional consumer demographic- and product attribute-based segmentation methods, this study explores an alternative segmentation method, situational segmentation. The study uses repeated-measure analysis of variance to examine the statistical significance (F ratios) and practical significance (ω 2 |percentage of variance explained) of individual, product, and situational main and interaction effects. Because the crucial product x situation interaction effect is found to be significant, the study proceeds by using a regression procedure to characterize 18 competitive snack products (including six fruits) with respect to three situational factors that affect snack food choice. The results show that fruits tend to occupy the morning end of the morning|afternoon snacking continuum, the snacking alone end of the alone|with others continuum, and snacking at home end of the home|away from home continuum. © 1999 John Wiley & Sons, Inc.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:15:y:1999:i:1:p:119-136

DOI: 10.1002/(SICI)1520-6297(199924)15:1<119::AID-AGR8>3.0.CO;2-B

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