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