Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences (WULS-SGGW), 159C Nowoursynowska Street, 02-776 Warsaw, Poland.
Nutrients. 2020 Dec 31;13(1):132. doi: 10.3390/nu13010132.
The aim of the current study was two-fold: (1) to identify consumer segments based on bread selection motives and (2) to examine differences between the identified segments in terms of perception of bread and bread with added fiber, and information on the food label. The data were collected using a CAPI (computer-assisted personal interview) survey on a sample of 1013 consumers. The k-means clustering method was used to identify four clusters of consumers, namely, Enthusiastic, Involved, Ultra-Involved, and Neutral. The Enthusiastic was the group that expressed the most positive opinions about the bread and about the addition of fiber to white bread. Moreover, they appreciated the most the information placed on the bread label. On the other hand, the Ultra-Involved and the Involved presented moderate opinions on these issues. In contrast, the consumers from the Neutral segment agreed the least with the opinion that white bread fortified with fiber is healthier and more expensive compared to white bread without added fiber. Consumers belonging to the Enthusiastic segment declared, to a greater extent than others, that cereal products with added fiber facilitate a healthy lifestyle and can reduce the adverse effects of an inadequate diet. The obtained results indicated that relatively positive opinions on the addition of fiber to white bread, including its benefits for health, are an opportunity to further develop the market of cereal products with added fiber. However, the information about bread on the label and its readability should meet the expectations of consumers who differ significantly in terms of their motives for choice. Both now and in the future, this aspect will be a challenge for food entrepreneurs and organizations that are engaged in the education and development of information aimed at consumers.
(1) 根据面包选择动机对消费者进行细分；(2) 比较不同细分群体对面包和添加纤维面包的认知差异，以及对食品标签信息的感知差异。研究数据通过在 1013 名消费者中开展的 CAPI（计算机辅助个人访谈）调查收集。采用 K 均值聚类法识别出四个消费者群体，分别是：热情型、投入型、超投入型和中立型。热情型消费者对面包和添加纤维的白面包表达了最积极的意见。此外，他们最赞赏面包标签上的信息。另一方面，超投入型和投入型消费者对这些问题的看法较为中立。相比之下，中立型消费者最不认同添加纤维的白面包比未添加纤维的白面包更健康、更昂贵的观点。属于热情型群体的消费者比其他群体更倾向于认为添加纤维的谷物产品有助于健康的生活方式，并且可以减轻饮食不当的负面影响。研究结果表明，对向白面包添加纤维的看法较为积极，包括对健康的益处，这为进一步开发添加纤维的谷物产品市场提供了机会。然而，标签上关于面包的信息及其可读性应该满足具有不同选择动机的消费者的期望。现在和将来，这将是食品企业家和从事消费者教育和信息开发的组织面临的挑战。
