1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
The food-related lifestyle instrument developed by the MAPP research group has, up till now, been applied mainly in the context of European cultures. The purpose of the present study is to apply the food-related life style instrument in a new and very different cultural setting, to compare results, and to interpret similarities and differences found. For this purose, data have been collected in Singaporean families using the food-related life style instrument. A total of 89 questionnaires form the basis of the analysis. The cross-cultural validity of the instrument is tested and, in the light of those results, we interpret the results in relationship to local food cultures.
Journal of Euromarketing, 1999, Vol 7, Issue 4, p. 65-86