Purpose- This study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes. Design/methodology/approach- The research is based on a structured questionnaire designed using a reduced version of the FRL instrument including evaluation factors related to fruit consumption, useful to describe a fruit-related lifestyle. Data was collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalization was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique. Findings– Consumption behaviour is motivated by health concerns, (perceived) fruit (nutrition) content, and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste, and safety. Originality/value- The fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight to fruit marketing and distribution companies which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policy-makers to promote increased fruit consumption. Research limitations/implications- We adapted a survey tool based on a reduced FRL instrument, to elaborate a specific survey instrument suitable to describe the fruit-related consumer’s lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.

AhmadiKaliji, S., Imami, D., Canavari, M., Gjonbalaj, M., Gjokaj, E. (2022). Fruit-Related Lifestyles as a Segmentation Tool for Fruit Consumers. BRITISH FOOD JOURNAL, 124(13), 126-142 [10.1108/BFJ-09-2021-1001].

Fruit-Related Lifestyles as a Segmentation Tool for Fruit Consumers

AhmadiKaliji, Sina;Imami, Drini;Canavari, Maurizio
;
2022

Abstract

Purpose- This study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes. Design/methodology/approach- The research is based on a structured questionnaire designed using a reduced version of the FRL instrument including evaluation factors related to fruit consumption, useful to describe a fruit-related lifestyle. Data was collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalization was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique. Findings– Consumption behaviour is motivated by health concerns, (perceived) fruit (nutrition) content, and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste, and safety. Originality/value- The fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight to fruit marketing and distribution companies which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policy-makers to promote increased fruit consumption. Research limitations/implications- We adapted a survey tool based on a reduced FRL instrument, to elaborate a specific survey instrument suitable to describe the fruit-related consumer’s lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.
2022
AhmadiKaliji, S., Imami, D., Canavari, M., Gjonbalaj, M., Gjokaj, E. (2022). Fruit-Related Lifestyles as a Segmentation Tool for Fruit Consumers. BRITISH FOOD JOURNAL, 124(13), 126-142 [10.1108/BFJ-09-2021-1001].
AhmadiKaliji, Sina; Imami, Drini; Canavari, Maurizio; Gjonbalaj, Mujë; Gjokaj, Ekrem
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/844385
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