Executive summary 1. Lifestyle, the way we define it, deals with how consumers use product attributes to achieve important life values. Food-related lifestyle is a measurement instrument that can be applied to measure consumer lifestyles with regard to the consumption of food products. 2. In 1993 and again in 1996 1000 German consumers in charge of shopping for food and cooking in their own households were interviewed using the food-related lifestyle instrument aiming at detecting trends over the three year period. 3. Assessment of the cross-temporal validity of the data showed that the two sets of data can reasonably be compared as the respondents in the two surveys can be asssumed to have assigned the same meaning to the questionnaire items. 4. Trends were detected at two levels. Analysis of general trends showed that generally German food consumers have become more convenience-oriented and hedonistic in their approach to food, at the expense of aspects that would normally be considered more rational consumer decision-making and behaviour. At the same time, security has become a more important purchasing motive, while self-fulfilment and enhancement of social relationships through food are now less crucial. 5. Analysis at the consumer segment level revealed five disctinct segments of food-related lifestyle on the basis of the 1993 data, namely segments of uninvolved, careless, rational, conservative and adventurous food consumers (21%, 11%, 18%, 26% and 23% of the population, respectively). The segments were derived by means of hierarchical cluster analysis. Changes in these segments were investigated in two ways and show results that are very well in line with the general trends that have been observed among German fo consumers. 6. Grouping of the 1996 data on the basis of discriminant analysis revealed that the share of careless food consumers in the German population had more than doubled over the period, whereas the share of adventurous food consumer had been reduced by almost fifty percent. 7. In an entirely new segmentation of the 1996 data, again using hierarchical cluster analysis, segments of uninvolved, conservative and adventurous food consumers were identified again. At the same time, three new segments had emerged, namely segments of extremely uninvolved, hedonistic and enthusiastic food consumers.
|Bidragets oversatte titel||Food-related lifestyle trends in Germany 1993-1996|
|Udgiver||Århus: Institut for Markedsøkonomi/MAPP Centret, Handelshøjskolen i Århus|
|Status||Udgivet - 1997|