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

Carla Henriques (), Ana Matos (), Madalena Malva (), Elena Bartkiene, Ilija Djekic, Monica Tarcea, Marijana Matek Sarić, Maša Černelič-Bizjak, Veronika Dolar, Ayman El-Kenawy (), Vanessa Ferreira (), Dace Klava (), Malgorzata Korzeniowska, Elena Vittadini (), Marcela Leal (), Lucia Frez-Muñoz (), Maria Papageorgiou, Viktória Szűcs (), Paula M. R. Correia and Raquel Guiné ()
Additional contact information
Carla Henriques: Polytechnic Institute of Viseu
Ana Matos: Polytechnic Institute of Viseu
Madalena Malva: Polytechnic Institute of Viseu
Elena Bartkiene: LSMU - Lithuanian University of health Sciences
Ilija Djekic: University of Belgrade [Belgrade]
Monica Tarcea: UMFST - George Emil Palade University of Medicine, Pharmacy, Science and Technology of Targu Mures
Marijana Matek Sarić: University of Zadar
Maša Černelič-Bizjak: University of Primorska
Ayman El-Kenawy: University of Sadat City [Menoufia]
Vanessa Ferreira: UFMG - Universidade Federal de Minas Gerais = Federal University of Minas Gerais [Belo Horizonte, Brazil]
Dace Klava: LLU - Latvia University of Life Sciences and Technologies
Malgorzata Korzeniowska: Wroclaw University of Environmental and Life Sciences
Elena Vittadini: UNICAM - Università degli Studi di Camerino = University of Camerino
Marcela Leal: Red IESVIDAS and CONINUT
Lucia Frez-Muñoz: WUR - Wageningen University and Research [Wageningen]
Maria Papageorgiou: IHU - International Hellenic University
Viktória Szűcs: Hungarian Chamber of Agriculture
Paula M. R. Correia: Polytechnic Institute of Viseu
Raquel Guiné: Polytechnic Institute of Viseu

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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)
Date: 2022-03-30
New Economics Papers: this item is included in nep-env and nep-sea
Note: View the original document on HAL open archive server: https://hal.science/hal-03121000v1
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Published in Insights into Regional Development, 2022, 4 (1), pp.10-25. ⟨10.9770/IRD.2022.4.1(1)⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03121000

DOI: 10.9770/IRD.2022.4.1(1)

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