Naslov
Food choice as influence by marketing motivations: Cross country study involving 16 countries

Autori
Henriques, Carla ; Matos, Ana ; Malva, Madalena ; Bartkienė, Elena ; Djekić, Ilija ; Tarcea, Monica ; Sarić, Marijana M ; Černelič-Bizjak, Maša ; Dolar, Veronika ; EL-Kenawy, Ayman ; Ferreira, Vanessa ; Klava, Dace ; Korzeniowska, Małgorzata ; Vittadini, Elena ; Leal, Marcela ; Frez- Muñoz, Lucia ; Papageorgiou, Maria ; Szűcs, Viktória ; Correia, Paula ; Guiné, Raquel

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
International Web Conference on Food Choice & Eating Motivation : abstract book : online 19th- 20th May 2022, Viseu / Lima C, Cunha AM, Pereira A, de Carvalho R, Dulyanska Y, Guiné R. - Viseu, 2022, 28-28

ISBN
9789728765255

Skup
International Web Conference on Food Choice and Eating Motivation

Mjesto i datum
Online, 19.05.2022. - 20.05.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing segmentation ; food consumption ; eating motivation ; cluster analysis

Sažetak
Commercial and marketing motivations underlie many of the people’s choices regarding food. Indeed, advertising and marketing strategies are designed to capture consumer interest and lead them to make certain choices. This influence reaches all ages, with the youngest being particularly vulnerable (Calvert, 2021). What other segments of society are more subject to this influence? This study addressed this question, outlining some characteristics of consumers who are more prone to commercial and marketing motivations. Data were collected within the scope of the EATMOT project and include responses from 11, 919 consumers to a questionnaire described in Ferrão et al. (2019). Sixteen countries are represented in this sample and seven items were used to measure commercial and marketing motivations. An exploratory factor analysis by country was performed and three items were consistently combined in one factor for all countries. The other items were studied individually. Based on these motivational variables, a cluster analysis was conducted, applying different cluster procedures and analysing the stability and interpretability of cluster solutions. Two clusters emerged, differentiated by the level of commercial and marketing motivations, namely, the Notably Motivated Consumers and the Low Motivated Consumers. These two clusters were then compared using statistical tests and logistic regression analysis. Consumers of the Notably Motivated cluster were significantly younger (32.7 vs 36.7 years old, p<0.005), as expected, and this cluster also had a higher percentage of women (72.2% vs. 70.2%, p=0.016), a higher percentage of single individuals (51.9% vs. 37.9%, p<0.005), a lower proportion of individuals with university education (58.3% vs. 66.1%, p<0.005), more consumers living in rural or suburban areas (37.2% vs. 27.6%, p<0.005), and more consumers without an active professional activity, that is, unemployed, non-working students or retired (43.1% vs. 31.1%, p<0.005). Furthermore, higher BMI and less physical exercise revealed to be associated with a greater chance of belonging to the notably motivated group (p<0.005). This study also reveals that shellfish or gluten intolerance, high cholesterol or hypertension are associated with less propensity to be in the segment of the notably motivated consumers, but, on the contrary, gastric disorders seem to confer more propensity to be in this segment. We thus obtained evidence that the propensity for higher levels of commercial and marketing motivations is associated with sociodemographic, anthropometric, behavioural and health related characteristics of the consumer

Izvorni jezik
Engleski

Znanstvena područja
Javno zdravstvo i zdravstvena zaštita, Biotehnologija u biomedicini (prirodno područje, biomedicina i zdravstvo, biotehničko područje)

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