IPSOS Strategic Marketing, Gavrila Principa 8, 11000 Belgrade, Serbia.
Appetite. 2012 Feb;58(1):205-14. doi: 10.1016/j.appet.2011.09.012. Epub 2011 Oct 1.
Substantial empirical evidence exists regarding the importance of different factors underlying food choice in Western Europe. However, research results on eating habits and food choice in the Western Balkan Countries (WBCs) remain scarce. A Food Choice Questionnaire (FCQ), an instrument that measures the reported importance of nine factors underlying food choice, was administered to a representative sample of 3085 adult respondents in six WBCs. The most important factors reported are sensory appeal, purchase convenience, and health and natural content; the least important are ethical concern and familiarity. The ranking of food choice motives across WBCs was strikingly similar. Factor analysis revealed eight factors compared to nine in the original FCQ model: health and natural content scales loaded onto one factor as did familiarity and ethical concern; the convenience scale items generated two factors, one related to purchase convenience and the other to preparation convenience. Groups of consumers with similar motivational profiles were identified using cluster analysis. Each cluster has distinct food purchasing behavior and socio-economic characteristics, for which appropriate public health communication messages can be drawn.
关于影响食物选择的不同因素的重要性，在西欧已经有大量的实证证据。然而，关于西巴尔干国家（WBC）的饮食习惯和食物选择的研究结果仍然很少。本研究采用食物选择问卷（FCQ），该工具测量了报告中影响食物选择的九个因素的重要性，对六个 WBC 的 3085 名成年受访者进行了代表性调查。报告中最重要的因素是感官吸引力、购买便利性以及健康和天然含量；最不重要的因素是道德关注和熟悉度。WBC 之间食物选择动机的排序惊人地相似。因子分析显示，与原始 FCQ 模型中的九个因素相比，有八个因素：健康和天然含量量表被加载到一个因素上，熟悉度和道德关注也被加载到一个因素上；便利性量表项目生成了两个因素，一个与购买便利性有关，另一个与准备便利性有关。使用聚类分析确定了具有相似动机特征的消费者群体。每个聚类都具有独特的食品购买行为和社会经济特征，可以为其制定适当的公共卫生宣传信息。
