magnitude and nature of situational influence on Japanese snacking: the role of fruit

• Published in: Agribusiness (New York, N.Y.) N.Y.), 1999, Vol.15 (1), p.119-136
• Main Authors: Gehrt, K.C, Shim, S
• Format: Article
• Language: English
• Subjects: Agricultural exports & imports; Apples; Citrus fruits; Competition; Consumer behavior; consumer surveys; Consumers; Consumption; consumption patterns; data analysis; Effects; Expenditures; food choices; food consumption; Food products; fruit; Fruit juices; Fruits; household surveys; market segmentation; Regression analysis; situational segmentation; Snack foods; snacks; statistical analysis; Studies; Trends; Variance analysis
• ISSN: 0742-4477; 1520-6297
• DOI: 10.1002/(SICI)1520-6297(199924)15:1<119::AID-AGR8>3.0.CO;2-B

This study examines the role of fruit in Japanese snacking behavior. Rather than relying on conventional consumer demographic- and product attribute-based segmentation methods, this study explores an alternative segmentation method, situational segmentation. The study uses repeated-measure analysis of variance to examine the statistical significance (F ratios) and practical significance (omega 2/percentage of variance explained) of individual, product and situational main and interaction effects. Because the crucial product x situation interaction effect is found to be significant, the study proceeds by using a regression procedure to characterize 18 competitive snack products (including six fruits) with respect to three situational factors that affect snack food choice. The results show that fruits tend to occupy the morning end of the morning/afternoon snacking continuum, the snacking alone end of the alone/with others continuum, and snacking at home end of the home/away from home continuum.