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| Author: | Honkanen, P. Olsen, S.O. Myrland, O. |
| Title: | Preference-based segmentation: a study of meal preference among Norwegian teenagers |
| Journal: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 235-250 |
| Index terms: | Attitudes Cluster analysis Life style Preferences Segmentation |
| Language: | eng |
| Abstract: | The goal of this study was to examine the applicability of preference based segmentation for meals in the context of teenagers. With cluster analysis there was identified four distinct preference-based food segments: food lovers, fish haters, fish lovers and dislikers. The results of the analysis showed that social and family-related attitude and lifestyle variables have a greater ability to profile these segments and explain segments membership than demographic ones. These findings have implications for marketers within the industry in terms of target marketing. |
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