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Attribute importance segmentation of Norwegian seafood consumers: The inclusion of salient packaging attributes.

https://arctichealth.org/en/permalink/ahliterature291603
Source
Appetite. 2017 Oct 01; 117:214-223
Publication Type
Comparative Study
Journal Article
Validation Studies
Date
Oct-01-2017
Author
Svein Ottar Olsen
Ho Huu Tuu
Klaus G Grunert
Author Affiliation
School of Business and Economics, UiT The Arctic University of Norway, N-9037 Tromsø, Norway. Electronic address: svein.o.olsen@uit.no.
Source
Appetite. 2017 Oct 01; 117:214-223
Date
Oct-01-2017
Language
English
Publication Type
Comparative Study
Journal Article
Validation Studies
Keywords
Adult
Cluster analysis
Consumer Behavior - economics
Cookbooks as Topic - economics
Cooking - economics
Cross-Sectional Studies
Female
Food Packaging - economics
Food Preferences - ethnology
Food Quality
Food, Preserved - adverse effects - economics
Healthy Diet - economics - ethnology - psychology
Humans
Internet
Male
Meals - ethnology
Models, Psychological
Norway
Nutrition Surveys
Nutritive Value
Patient Compliance - ethnology
Seafood - adverse effects - economics
Abstract
The main purpose of this study is to identify consumer segments based on the importance of product attributes when buying seafood for homemade meals on weekdays. There is a particular focus on the relative importance of the packaging attributes of fresh seafood. The results are based on a representative survey of 840 Norwegian consumers between 18 and 80 years of age. This study found that taste, freshness, nutritional value and naturalness are the most important attributes for the home consumption of seafood. Except for the high importance of information about expiration date, most other packaging attributes have only medium importance. Three consumer segments are identified based on the importance of 33 attributes associated with seafood: Perfectionists, Quality Conscious and Careless Consumers. The Quality Conscious consumers feel more self-confident in their evaluation of quality, and are less concerned with packaging, branding, convenience and emotional benefits compared to the Perfectionists. Careless Consumers are important as regular consumers of convenient and pre-packed seafood products and value recipe information on the packaging. The seafood industry may use the results provided in this study to strengthen their positioning of seafood across three different consumer segments.
PubMed ID
28669742 View in PubMed
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