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 and more turbulent and competitive, marketers must 'follow' and understand the changes in consumers' food-related attitudes and behaviours, and be willing to react and adapt to this information. Such knowledge is required for devising and adjusting marketing strategies, building superior market-based assets, and creating a stronger consumer focus for product development and communication purposes. This research employs the Food-Related LifeStyles (FRL) instrument developed by Grunert, Brunsø & Bisp (1997) to determine the validity of the instrument in an Australian context, to build a better understanding of Australian food consumers, and to compare Australian consumers with their international counterparts. The research represents an on-going process of mapping movements in Australian consumer food-related life styles and linking these to global trends and changes.