Abstract
Problem statement: This study applied the Food-Related Lifestyle (FRL) instrument for market segmentation in the Taiwan food sector. FRL instrument was originally developed by the Market-Based Product and Process Development in Danish (MAPP) research group, the instrument was adjusted for the Chinese food culture. The FRL instrument is wildly applied to empirical market analysis, especially in European nations. Its relia bility and validity are also empirically proven. Th e present study serves as the first attempt to employ the FRL instrument to explore food-related lifesty le segments in Taiwan. Approach: A short questionnaire was issued to 650 Taiwanese consumers using quota sampling procedures and 565 valid responses were collected. Using the two-step cluster analysis, four distinct food-related consumer lifestyle segme nts were identified. Results: The four segments includes: traditional consumers (23.54%), adventuro us consumers (27.61%), uninvolved consumers (24.07%) and astute consumers (24.78%). Conclusion/Recommendations: Comparison showed that these segments differ in their attitudes and behavi ors towards food consumption. Profiles of the segments are achieved by observing the socio-demographic characteristics of typical segment members.
Highlights
The lifestyle concept has been wildly used in marketing research to assist companies with promotional strategies, customer segmentation and product development
Hierarchical cluster analysis was performed to calculate the Cubic Clustering Criterion (CCC) and the maximum value was selected as the relative optimal number of cluster
Using a two-step cluster analysis, we identify four distinctive food-related lifestyle segments, which include: (1) traditional consumer segment (23.54%); (2) adventurous consumer segment (27.61%); (3) uninvolved consumer segment (24.07%) and (4) astute consumer segment (24.78%)
Summary
The lifestyle concept has been wildly used in marketing research to assist companies with promotional strategies, customer segmentation and product development. Because lifestyle provides a lifelike view for classifying consumers into specific lifestyle patterns, it is used extensively to develop effective marketing strategies. (2) Human behaviors are so diverse that individual lifestyles are not necessarily consistent across different life domains. As most lifestyle instruments aim to measure individual Activities, Interests and Opinions (AIO) in most aspects of life, lifestyle questionnaires typically involve hundreds of questions. As a result, such surveys become too general to explain consumer behaviors in specific areas
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