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Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers

Anoma Gunarathne, Sarah Hemmerling, Naemi Krestel, Anke Zühlsdorf and Achim Spiller

No 261422, 2017 International Congress, August 28-September 1, 2017, Parma, Italy from European Association of Agricultural Economists

Abstract: The rise of the Foodie movement around the globe has attracted some research attention in the sociology, but little research attention in marketing research. The present study is an important first attempt to empirically identify foodie features and examine their relevance in segmenting German consumers. Using two different cluster analysis techniques (hierarchical and a k-mean), 6 distinct foodie segments were identified: Foodies (12.0 %), Light Foodies (21.5%), Average Nutrition Enthusiast (21.7%), Traditionalist (17.1%), Uninvolved (18.2%), and the Uninterested (9.5%). Findings are useful for marketers to develop new and innovative products and to reformulate existing products for specific segments of foodies.

Keywords: Agricultural and Food Policy; Marketing (search for similar items in EconPapers)
Pages: 11
Date: 2017-08-28
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae17:261422

DOI: 10.22004/ag.econ.261422

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