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 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Food markets are claimed to be characterized by two opposing tendencies: On the one hand, food culture seems to be a domain of increasingly transnational character. On the other hand, there is substantial evidence that food culture has considerabl inertia. This papers reports a series of studies aimed at investigating whether cross-national food consumer segments can be found. Food consumer segments are derived using the food-related lifestyle instrument, which characterizes consumers by ho employ food and eating to obtain life values. The instrument, which has been developed especially with a view towards cross-national comparisons, consists of 69 items measuring 23 dimensions. 1000 respondents each were interviewed in Denmark, Fran Germany, and the United Kingdom. A test of the cross-cultural validity of the data obtained using a confirmatory factor analysis approach showed that the data have at least weak cross-cultural comparability. Nation-wise cluster analysis using Ward method yielded sets of five or six segments per country. The segments were named the uninvolved, the careless, the rational, the conservative, and the adventurous food consumers. A comparison of the segment profiles across nations by MDS showed th segments group naturally. The results tend to indicate a rather strong tendency towards cross-national segments.