Zhou, Yanfeng3; Grunert, Klaus G.5; Wang, Aiping3; Huang, Guang3
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
empirical research in European countries, Australia, Singapore, Japan, as well as in Taiwan. It was confirmed that the scale has cross-cultural validity. This paper explores segments of Chinese urban consumers by using the FRL scale. Data from 480 respondents were collected in six cities all over china: Guangzhou, Chengdu, Wuhan, Nanjing, Beijing and Changchun. Five different clusters were found by two-stage cluster analysis which differ in the 5 domains of the FRL scale. These segments made up the following percentage of the population and were named: conservative-13%, rational-35%, uninvolved-9%, concerned-25% and moderate-18%. The results showed that the five groups have significant differences in the lifestyle and demographic variables.
MAPP; The Food-Related Lifestyle; Segmenting; Chinese Food Consumers