Segmenting Hungarian people based on healthy eating
Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41....
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University of Debrecen
2019-12-01
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doaj-a2bc697c2dbc42d1876ab2889263b5d72020-11-25T03:10:10ZengUniversity of DebrecenApstract: Applied Studies in Agribusiness and Commerce1789-221X1789-78742019-12-01133-410.19041/APSTRACT/2019/3-4/8Segmenting Hungarian people based on healthy eatingVeronika Keller0Széchenyi University, Kautz Gyula Faculty of Businessand Economics Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41.3% males) was conducted in November 2018. Considering healthy eating two factors, namely the choice of healthy foods and the avoidance of unhealthy foods could be distinguished. A hierarchical cluster analysis was conducted to segment consumers. Four groups of consumers were identified: unhealthy food avoiders (20.3%), rejecters (11.8%), neutrals (26.2%) and healthy food choosers (14.7%). Unhealthy food avoiders are seniors. Rejecters are blue collar workers and have financial problems. Healthy food choosers live in families with children over 10 and do not have weight problems. This study is useful for the health sector and the government since targeted marketing programs can be planned to change eating behavior. To decrease overweight and obesity is the goal of all society, especially in developed countries. To increase the well-being of people and their quality of life educating social marketing campaigns are necessary with the aim of raising their awareness and explaining the basic principles of a healthy diet. JEL Classification: 112, M30, M39 https://ojs.lib.unideb.hu/apstract/article/view/6511healthy eatingperceptionsegmentation |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Veronika Keller |
spellingShingle |
Veronika Keller Segmenting Hungarian people based on healthy eating Apstract: Applied Studies in Agribusiness and Commerce healthy eating perception segmentation |
author_facet |
Veronika Keller |
author_sort |
Veronika Keller |
title |
Segmenting Hungarian people based on healthy eating |
title_short |
Segmenting Hungarian people based on healthy eating |
title_full |
Segmenting Hungarian people based on healthy eating |
title_fullStr |
Segmenting Hungarian people based on healthy eating |
title_full_unstemmed |
Segmenting Hungarian people based on healthy eating |
title_sort |
segmenting hungarian people based on healthy eating |
publisher |
University of Debrecen |
series |
Apstract: Applied Studies in Agribusiness and Commerce |
issn |
1789-221X 1789-7874 |
publishDate |
2019-12-01 |
description |
Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41.3% males) was conducted in November 2018. Considering healthy eating two factors, namely the choice of healthy foods and the avoidance of unhealthy foods could be distinguished. A hierarchical cluster analysis was conducted to segment consumers. Four groups of consumers were identified: unhealthy food avoiders (20.3%), rejecters (11.8%), neutrals (26.2%) and healthy food choosers (14.7%). Unhealthy food avoiders are seniors. Rejecters are blue collar workers and have financial problems. Healthy food choosers live in families with children over 10 and do not have weight problems. This study is useful for the health sector and the government since targeted marketing programs can be planned to change eating behavior. To decrease overweight and obesity is the goal of all society, especially in developed countries. To increase the well-being of people and their quality of life educating social marketing campaigns are necessary with the aim of raising their awareness and explaining the basic principles of a healthy diet.
JEL Classification: 112, M30, M39
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topic |
healthy eating perception segmentation |
url |
https://ojs.lib.unideb.hu/apstract/article/view/6511 |
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AT veronikakeller segmentinghungarianpeoplebasedonhealthyeating |
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