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. 2021 Aug 24;13(9):2931. doi: 10.3390/nu13092931.
The aim of the current study was two-fold: (1) to identify consumer segments based on pasta selection motives and (2) to examine the differences between the identified segments in terms of perception of pasta and pasta 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, quality-oriented, sensory-oriented, convenience-oriented, and neutral consumers. The quality-oriented group was the group that expressed the most positive opinions about the pasta and about the addition of fiber to pasta. Moreover, they appreciated the information placed on the pasta label the most. Consumers in the sensory-oriented segment were the least likely to agree that the addition of fiber to pasta deteriorated its taste and to agree that it looked worse compared to pasta without fiber. These findings are of significance for those involved in the public nutrition sector as well as for those responsible for preparing well-targeted marketing messages. The conclusions may constitute invaluable insights for those devising educational initiatives and campaigns.
（1）根据面食选择动机对消费者进行细分；（2）研究在感知面食和添加纤维的面食以及食品标签信息方面，不同细分群体之间的差异。该研究通过对 1013 名消费者进行 CAPI（计算机辅助个人访谈）调查收集数据。采用 K 均值聚类方法识别出四个消费者群体，分别为：质量导向型、感官导向型、便利导向型和中性消费者。质量导向型群体对面食和添加纤维对面食的评价最为积极。此外，他们对面食标签上的信息最为赞赏。感官导向型消费者最不可能同意添加纤维会使面食口感变差，也最不可能认为添加纤维的面食比无纤维的面食外观更差。这些发现对公共营养部门以及负责制定有针对性的营销信息的人员具有重要意义。研究结论可能为那些制定教育计划和活动的人提供宝贵的见解。
