Segments of military ration pack eaters: Choice preferences among groups

Abstract

Best-Worst Scaling (BWS) has the potential to improve menu design by determining the most and least preferred combat ration pack (CRP) items by military personnel. However, individual differences among large groups means that a ration pack design based on the average of preferences may leave many individuals dissatisfied. This paper extends the existing literature by segmenting Australian military personnel based on the preferences for specific ration pack items. Military personnel (n = 300) provided BWS data via an online survey providing product preferences for 21 items. Participants were randomly allocated to one of four different military scenarios developed and refined by Australian Defence Force (ADF) personnel, ensuring consistency with typical operational and training exercises. The four scenarios were presented with two environment variations (hot/dry or hot/humid) and two resupply variations (daily or resupply on day four and day seven) creating four survey sub-groups. Two-step cluster analysis revealed three military segments (Snackers, Balanced eaters, and Mindful eaters) with distinct CRP item preferences across the larger military group. This study provides insights of the feasibility and usefulness of segmenting military personnel based on ration pack item preferences. This approach could streamline the process for decision makers responsible for designing and developing ration packs, and ultimately increase consumption so that personnel obtain essential nutrition to support their performance.