IDEAS home Printed from https://ideas.repec.org/p/ags/eaae17/261422.html
   My bibliography  Save this paper

Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers

Author

Listed:
  • Gunarathne, Anoma
  • Hemmerling, Sarah
  • Krestel, Naemi
  • Zühlsdorf, Anke
  • Spiller, Achim

Abstract

The rise of the Foodie movement around the globe has attracted some research attention in the sociology, but little research attention in marketing research. The present study is an important first attempt to empirically identify foodie features and examine their relevance in segmenting German consumers. Using two different cluster analysis techniques (hierarchical and a k-mean), 6 distinct foodie segments were identified: Foodies (12.0 %), Light Foodies (21.5%), Average Nutrition Enthusiast (21.7%), Traditionalist (17.1%), Uninvolved (18.2%), and the Uninterested (9.5%). Findings are useful for marketers to develop new and innovative products and to reformulate existing products for specific segments of foodies.

Suggested Citation

  • Gunarathne, Anoma & Hemmerling, Sarah & Krestel, Naemi & Zühlsdorf, Anke & Spiller, Achim, 2017. "Segmenting Foodies in Germany: Actionable Insights for Agro-food Marketers," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 261422, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae17:261422
    DOI: 10.22004/ag.econ.261422
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/261422/files/Hitihamy%20Mudiyanselage%20A%20et%20al%20%282017%29%20Segmenting%20Foodies%20in%20Germany%20.pdf
    Download Restriction: no
    File URL: https://ageconsearch.umn.edu/record/261422/files/Hitihamy%20Mudiyanselage%20A%20et%20al%20%282017%29%20Segmenting%20Foodies%20in%20Germany%20.pdf?subformat=pdfa
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.261422?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Graham Riches, 1999. "Advancing the human right to food in Canada: Social policy and the politics of hunger, welfare, and food security," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 16(2), pages 203-211, June.
    2. Caswell, Julie A., 1998. "How Labeling of Safety and Process Attributes Affects Markets for Food," Agricultural and Resource Economics Review, Cambridge University Press, vol. 27(2), pages 151-158, October.
    3. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    2. Stephan G.H. Meyerding & Annemone Kürzdörfer & Birgit Gassler, 2018. "Consumer Preferences for Superfood Ingredients—the Case of Bread in Germany," Sustainability, MDPI, vol. 10(12), pages 1-20, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    2. Maw–Der Foo & Marilyn A. Uy & Charles Murnieks, 2015. "Beyond Affective Valence: Untangling Valence and Activation Influences on Opportunity Identification," Entrepreneurship Theory and Practice, , vol. 39(2), pages 407-431, March.
    3. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    5. Lim, Thien Sang & Mail, Rasid & Abd Karim, Mohd Rahimie & Ahmad Baharul Ulum, Zatul Karamah & Jaidi, Junainah & Noordin, Raman, 2018. "A serial mediation model of financial knowledge on the intention to invest: The central role of risk perception and attitude," Journal of Behavioral and Experimental Finance, Elsevier, vol. 20(C), pages 74-79.
    6. Mariconda, Simone & Lurati, Francesco, 2015. "Does familiarity breed stability? The role of familiarity in moderating the effects of new information on reputation judgments," Journal of Business Research, Elsevier, vol. 68(5), pages 957-964.
    7. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    8. Jorge Coque & Pilar L. González-Torre, 2017. "Adapting Nonprofit Resources to New Social Demands: The Food Banks in Spain," Sustainability, MDPI, vol. 9(4), pages 1-16, April.
    9. Chad M. Baum, 2013. "Mass-Produced Food: the Rise and Fall of the Promise of Health and Safety," Papers on Economics and Evolution 2013-03, Philipps University Marburg, Department of Geography.
    10. Benner, Eckhard, 2000. "Zur effizienten Herkunftsangabe im europäischen Binnenmarkt - Konsequenzen für die regionale Absatzförderung -," Working Papers 98703, Universitaet Hohenheim, Institute of Agricultural Policy and Agricultural Markets.
    11. Castellari, Elena & Soregaroli, Claudio & Venus, Thomas J. & Wesseler, Justus, 2018. "Food processor and retailer non-GMO standards in the US and EU and the driving role of regulations," Food Policy, Elsevier, vol. 78(C), pages 26-37.
    12. Katharine S. E. Cresswell Riol & Sean Connelly, 2023. "Beyond a neoliberal critique of hunger: a genealogy of food charity in Aotearoa New Zealand," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 1221-1238, September.
    13. Meng, Bo & Choi, Kyuhwan, 2016. "The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 57(C), pages 397-410.
    14. Claudia Seabra & Luis Filipe Lages & Jose Luis Abrantes, 2003. "The infosource scale: a measure to assess the importance of external tourism information sources," Nova SBE Working Paper Series wp440, Universidade Nova de Lisboa, Nova School of Business and Economics.
    15. Jin, Hyun Joung & Sun, Changyou & Koo, Won W., 2003. "The Effect Of Food-Safety Related Information On Consumer Preference: The Case Of The Bse Outbreak In Japan," Agribusiness & Applied Economics Report 23636, North Dakota State University, Department of Agribusiness and Applied Economics.
    16. Aluisio Goulart Silva & Maurizio Canavari & Alcido Elenor Wander, 2018. "Consumer preferences and willingness-to-pay for integrated production label on common beans," Economia agro-alimentare, FrancoAngeli Editore, vol. 20(1), pages 11-28.
    17. Shao, Wei & Lye, Ashley & Rundle-Thiele, Sharyn, 2009. "Different strokes for different folks: A method to accommodate decision -making heterogeneity," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 495-501.
    18. Gensler, Sonja & Neslin, Scott A. & Verhoef, Peter C., 2017. "The Showrooming Phenomenon: It's More than Just About Price," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 29-43.
    19. Erjon Nexhipi, 2022. "The difference in consumer attitudes of locally grown apples with imported apples. the case of Korca Region, Albania:," Technium Social Sciences Journal, Technium Science, vol. 37(1), pages 250-264, November.
    20. Ozer, Muammer, 2011. "Understanding the impacts of product knowledge and product type on the accuracy of intentions-based new product predictions," European Journal of Operational Research, Elsevier, vol. 211(2), pages 359-369, June.

    More about this item

    Keywords

    Agricultural and Food Policy; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaae17:261422. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/eaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.