Reid, Mike3; Grunert, Klaus G.5; Li, Elton3; Bruwer, Johan3
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
As the global food marketing environment becomes more competitive, marketers will need to devise mechanisms for understanding and mapping changes in consumers' food-related attitudes and behaviours. Such knowledge is paramount in devising and adjusting marketing strategies, building superior market based assets, and creating a stronger consumer focus. This research employs the Food-Related Life Styles (FRL) instrument developed by Grunert, Brunsø & Bisp, (1993) to determine the validity of the instrument in an Australian context, to build an a better understanding of Australian food consumers, and to compare Australian consumers with their international counterparts. The research represents the first stage in an on-going process of mapping movements in Australian consumer food-related life styles and linking these to global trends and changes.