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EMAC 2022 Annual


Relative importance of value-added product attributes across international lifestyle consumer segments
(A2022-107279)

Published: May 24, 2022

AUTHORS

Violeta Stancu, Aarhus University, Denmark; Rikke Nyland Christensen, MAPP Centre, Department of Management, Aarhus BSS, Aarhus University, Fuglesangs Allé 4 8210, Aarhus V, Denmark; Karen Brunsø, MAPP Centre, Department of Management, Aarhus BSS, Aarhus University, Fuglesangs Allé 4 8210, Aarhus V, Denmark; Athanasios Krystallis, American College of Greece (ACG), Management and International Business, School of Business and Economics, 6, Gravias str., GR 153 42, Greece; Irene Peral, AZTI, New Foods, Bizkaiko Zientzia eta Teknologia Parkea, Astondo Bidea E609. 48160 Derio (Bizkaia) Spain; Luis Guerrero, IRTA, Finca Camps i Armet, Edificio A E-17121 Monells (Girona), Spain

ABSTRACT

The success of new product development can be enhanced by gaining a better understanding of international segments of consumers. The aim of the present study was to identify how the importance of attributes valued by consumers when choosing new food products varies by their food-related lifestyle. Data was gathered among 553 respondents from France, Spain and Germany by means of an online survey that measured food-related lifestyles and assessed preferences for new food products through a discrete choice experiment. Multilevel latent class cluster analysis led identified four segments of consumers and one country group. The choice data analysis revealed that all the studied attributes were relevant for consumers, and their relative importance varied between segments.