Which perceived characteristics make product innovations appealing to the consumer? A study on the acceptance of fruit innovations using cross-cultural consumer segmentation

• Published in: Appetite 2011-08, Vol.57 (1), p.50-58
• Main Authors: Onwezen, Marleen C., Bartels, Jos
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; Aged; Aged, 80 and over; attitudes; Biological and medical sciences; Choice Behavior; choice motives; Cluster Analysis; Communication strategies; consumer acceptance; Consumer Behavior; consumer preferences; Consumer Product Safety; Consumer segmentation; consumption; convenience orientation; cross cultural studies; Cross-Cultural Comparison; Eating - psychology; European Union; Feeding Behavior - psychology; Feeding. Feeding behavior; Female; Food, Genetically Modified; Fruit; Fruit choice motives; Fruit innovations; fruits; Functional Food; functional foods; Fundamental and applied biological sciences. Psychology; genetically modified foods; gm food; Greece; Humans; international market-segmentation; life-styles; Linear Models; Male; market segmentation; marketing strategies; Medical sciences; Metabolic diseases; Middle Aged; Netherlands; new markets; new products; new technology; Poland; prepared foods; Product characteristics; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; raw fruit; Socioeconomic Factors; Spain; vegetable intake; Vertebrates: anatomy and physiology, studies on body, several organs or systems; Young Adult
• ISSN: 0195-6663; 1095-8304
• DOI: 10.1016/j.appet.2011.03.011

► Consumer segments based on importance of fruit choice motives are identified. ► Country of origin was a relevant factor in the identification of consumer segments. ► The consumer segments differed in demographics and psychosocial characteristics. ► They also differed in the acceptance of- and motives for buying fruit innovations. ► Specific communication strategies are described to target these consumer segments. In general, fruit consumption in the EU does not meet governments’ recommended levels, and innovations in the fruit industry are thought to be useful for increasing fruit consumption. Despite the enormous number of product innovations, the majority of new products in the market fail within the first two years, due to a lack of consumer acceptance. Consumer segmentation may be a useful research tool to increase the success rates of new fruit products. The current study aims to identify consumer segments based on individual importance rankings of fruit choice motives. We conducted a cross-national, online panel survey on fresh fruit innovations in four European countries: the Netherlands ( n = 251), Greece ( n = 246), Poland ( n = 250), and Spain ( n = 250). Our cluster analysis revealed three homogeneous consumer segments: Average Joe, the Naturally conscious consumer, and the Health-oriented consumer. These consumer segments differed with respect to their importance ratings for fruit choice motives. Furthermore, the willingness to buy specific fruit innovations (i.e., genetically modified, functional food and convenience innovation) and the perceived product characteristics that influence this willingness differed across the segments. Our study could lead to more tailored marketing strategies aimed at increasing consumer acceptance of fruit product innovations based on consumer segmentation.