The purpose of this paper is to examine intrinsic and extrinsic food quality characteristics and the relative importance placed on these characteristics by different consumer segments. Moreover, relationship between segments of consumers and consumption frequency of differentiated food products (traditional, functional and organic) was analysed.
A three-stage stratified random sampling approach was employed and data were collected via 500 face-to-face interviews conducted in respondents’ homes. A version of the Food Choice Questionnaire was used to examine the motives of consumers’ underlying food choices. The collected data were analysed by factor analysis followed by cluster analysis.
Four factors were identified: health and sensory characteristics, price and availability, body weight and digestion, and convenience. Resulting clusters were named as: healthy and tasty food lovers, convenient, concerned, and indifferent consumers. Differences were identified between the segments according to consumers’ frequency of consumption of the different types of food products.
The findings have impact implications for food producers and distributors in developing communication strategies for consumer segments with different attitudes and motives. The findings of this study not only contribute to the organic, traditional, and food with health claim literature, but also help industry, government, and consumer associations fully understand consumer perceptions of intrinsic and extrinsic foods characteristics and enhance consumers’ responses to the different types of food products.
The study represents one of the first assessments of the importance of food quality characteristics, segmentation, and consumption frequency of traditional, organic, and functional food products in Central and Eastern Europe.
This paper is based on research done in the frame of the FOCUS-BALKANS Project (Grant Agreement No. 212579), a three-years FP7 European Research programme, and will present some of the relevant data.
Brečić, R., Mesić, Ž. and Cerjak, M. (2017), "Importance of intrinsic and extrinsic quality food characteristics by different consumer segments", British Food Journal, Vol. 119 No. 4, pp. 845-862. https://doi.org/10.1108/BFJ-06-2016-0284Download as .RIS
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