The Influence of Sociodemographic and Lifestyle Factors on Consumers' Healthy Cereal Food Choices. Issue 3 (2nd April 2016)

• Record Type: Journal Article
• Authors: Bogue, Joe; Yu, Huan
• Is Part Of: Journal of food products marketing. Volume 22:Issue 3(2016)
• Page Start: 398
• Page End: 419
• Publication Date: 2016-04-02
• Subjects: Lifestyle and sociodemographic factors -- segmentation -- cereals; Food -- Marketing -- Periodicals; Food industry and trade -- United States -- Periodicals; 381.45664097305
• DOI: 10.1080/10454446.2014.949985
• Languages: English
• ISSNs: 1045-4446

Abstract

ABSTRACT: An increase in the dietary intake of wholegrain cereals can reduce the risk of developing certain non-communicable diseases and can play an important role in a healthy diet. However, consumption of wholegrain cereals across many countries is lower that the recommended guidelines. The main objective of this research was to gather purchase-related information from end users on different types of cereal foods. A mixed research methodology was used to identify key sociodemographic and lifestyle factors that may influence consumer acceptance of new cereal foods. Three distinct clusters were identified based on six identified lifestyle dimensions. This research suggested that the combined use of sociodemographic and lifestyle segmentation variables could help identify specific consumer segments that can be used in the market-oriented development of new cereal foods.