Perceived situational appropriateness for foods and beverages: consumer segmentation and relationship with stated liking

Abstract

A degree of inter-individual heterogeneity in perceived situational appropriateness for foods and beverages (F&B) was predicted to exist, and empirically confirmed in studies with >1000 Australian and New Zealand adult consumers (urban dwelling). Two main consumer segments labelled “adaptive” and “conforming” were identified. The main difference between the segments was in the number of F&B items considered appropriate for a certain eating occasion, with this number being smaller in the segments that seemed to more strongly conform to common norms about what is appropriate to eat and drink at breakfast-, lunch- and dinner-time. There was a positive relationship between perceived appropriateness and stated product liking in accordance with previous reports, and generally less liked foods/beverages were regarded as less appropriate. However, there was also evidence of non-linearity in this relationship such that some highly liked foods were inappropriate for a focal eating occasion (e.g., cereal/muesli at dinner time). Demographic/socio-economic and psychographic variables were largely unsuccessful in explaining segment differences, and, in particular, generalised trait tendency to conform did not differentiate consumers in “adaptive” and “conforming” segments. Food neophobia was, in some instances, linked to reduced perceived appropriateness, but generally, consumers with high neophobia (FNS > 50) responded similarly to the aggregate sample in terms of F&Bs considered to be high vs. low in appropriateness for eating occasions taking place at breakfast-, lunch- and dinner- time. Future research should extend to other F&B stimuli relevant to Australia and New Zealand, to different consumer populations and culturally appropriate F&B stimuli, and also seek to better understand the antecedents of perceived situational appropriateness and how these underpin consumer segments based on appropriateness.