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 unknown
One type pf boundaries rarely explored in international marketing but of potentially vital importance to international marketing are the cultural boundaries dividing Europe into regions with indidvidual cultural background and different consumptui patterns. This paper explores information about such cultural patterns of food consumption based on information from an existing database originating from a 1989 pan-European life style suvey questioning around 20,000 people in 16 European countri divided into 79 regions. A factor analysis reduced the number of variables from 138 to 41, discovering the latent factor structuring the Europeans' responses to questions about t their food behaviour and preferences. On the basis of the factor variables, a cluster analysis was made in order to produce a picture of the groupings of the single regions, thus getting a picture of the pattern of European food cultures which could be drawn from this material. A cluster solution with 12 cluste national, 4 transnational and 1 subnational cluster) was kept as the basis for further analysis. The clusters were portrayed according to their factor scores on each of the factor variables. Likewise, the degree of homogeneity in the different nation-states wa s analyzed in order to detect more or less regionally hetoregeneous countries in Europe in terms of food culture.