Provider: Ingenta Connect
Database: Ingenta Connect
TY - ABST
AU - Simunaniemi, A.‐M.
AU - Nydahl, M.
AU - Andersson, A.
TI - Cluster analysis of fruit and vegetable‐related perceptions: an alternative approach of consumer segmentation
JO - Journal of Human Nutrition & Dietetics
PY - 2013-02-01T00:00:00///
VL - 26
IS - 1
SP - 38
EP - 47
How to cite this article Simunaniemi A.‐M., Nydahl M. & Andersson A. (2012) Cluster analysis of fruit and vegetable related perceptions: an alternative approach of consumer segmentation. J Hum Nutr Diet. 26, 38–47
Background: Audience segmentation optimises health communication aimed to promote healthy dietary habits, such as fruit and vegetable (F&V) consumption. The present study aimed
to segment respondents into clusters based on F&V‐related perceptions, and to describe these clusters with respect to F&V consumption and sex.
Methods: The cross‐sectional study was conducted using a semi‐structured questionnaire. The respondents
were randomly selected among Swedish adults (n = 1304; response rate 51%; 56% women). A two‐step cluster analysis was conducted followed by a binary logistic regression with cluster membership as a dependent variable. The clusters were compared using t‐tests
and chi‐squared tests. P < 0.05 (two‐sided) was considered statistically significant. The respondents’ open‐ended answers of determinants of F&V consumption were used as a descriptive support for the conducted multivariate analysis.
Of the two identified clusters, the Positive cluster (n = 476) was older and consumed more vegetables (both sexes) and fruit (women only), whereas men in the Indifferent cluster (n = 715) consumed more juice. Indifferent cluster reported
more F&V consumption preventing factors, such as storage and preparation difficulties and low satisfaction with F&V selection and price. Not liking or not having a habit of F&V consumption, laziness, forgetting and a lack of time were mentioned as main barriers to F&V consumption.
The Indifferent cluster reports more practical and life‐style related difficulties. The Positive cluster consumes more vegetables, perceives fewer F&V‐related difficulties, and looks for more dietary information. The findings confirm that cluster analysis is
an appropriate way of identifying consumer subgroups for targeted health and nutrition communication.
UR - http://www.ingentaconnect.com/content/bsc/jhnd/2013/00000026/00000001/art00006
M3 - doi:10.1111/j.1365-277X.2012.01272.x
UR - https://doi.org/10.1111/j.1365-277X.2012.01272.x