Preference-based segmentation : a study of food category and meal preferences among Vietnamese teenagers

Abstract

The purpose of this paper is to examine the applicability of preference-based segmentation for a broad array of meals and food categories in the context of teenagers in Vietnam. A convenience sample of 413 Vietnamese teenagers in secondary and high schools provided an evaluation on the preference of 30 items of food categories and 36 common meals was collected based on structured questionnaires and then used as inputs for the analyses. A five-cluster solution for the food category segmentation is defined: fish haters, eggs haters, shellfish haters, vegetables haters and food likers. Four distinct preference-based meal segments are also identified namely likers of all meals, haters of poultry meals, haters of seafood meals and haters of pork meals. The segments are profiled by means of food consumption, social and family related attitudes, interest and lifestyle and socio-demographic variables. The findings indicate that there are distinct and interesting differences between these segments. Thumbnail sketches of the teenager segments enable food producers and meal suppliers to make better and more informed decisions in terms of effectively targeting different market segments. . Keywords: Food preferences, segmentation, attitude, lifestyle, demographic, teenagers