Consumers' Motives for Eating and Choosing Sweet Baked Products: A Cross-Cultural Segmentation Study

"I find it hard to change poor food habits": Measuring food choice motives in an emerging economy

Food choices are driven by an array of motives that have been approached, determined and quantified in a number of ways, mainly in developed countries. The objective of this study was to better understand the motives behind food choices in an emerging economy by collecting information from urban people in South Africa in a series of four studies. (1) Items generated through focus group discussions with low, middle and high income participants by Magano et al. (2023) were checked for content and face validity and (2) 123 statements derived from them were evaluated by 621 respondents. After exploratory factor analysis (EFA), 46 statements best representing the motivational space were (3) presented to another group of respondents (n = 259). Here, the EFA resulted in a 31-item, 7-factor food choice questionnaire for emerging economies (FCQ-EE) which was (4) confirmed by a nationwide sample (n = 814) and further refined to an alternative 19-item, 7-factor solution. The emerging factors were: Healthy eating constraints (HEC), Frugality (FR), Emotional eating (EE), Meat appeal (MA), Weather (WE), Quality seeking (QS) and Cooking constraints (CC). Whether used in the 31-item or 19-item format, this set of statements highlights factors underlying food choice in an emerging economy and offers a way to study their importance in similar contexts. Further research is needed to show the extent to which these factors can predict actual food choices.

Understanding preferences for, and consumer behavior toward, cheese among a cohort of young, educated, internationally mobile Chinese consumers

This study explores the experiences of a cohort of young, educated, internationally mobile Chinese consumers with cheese and other dairy products, and how these experiences shape their behavior toward cheese products. In total, 41 Chinese students studying at an Irish university participated in 5 focus groups (n = 41, n = 7-10). Thematic analysis identified important factors that influence consumer behaviors regarding cheese products. Individuals' expectations toward cheese were embedded in their knowledge structures, which were constructed from previous experience. Participants had general positive expectations toward cheese due to associations with western-style foods and nostalgia; however, direct eating experience determined long-term behavior. When making a purchase decision, choice motives were weighed and negotiated to establish a fundamental driving factor for purchase. Perceived probability of choice motive fulfillment was important in determining purchase decisions, with many participants having low perceived ability to select cheese and limited motivation to engage with cheese due to limited perceived relevance of cheese to their daily food life. Individuals' innovativeness was an important factor that influences their openness to cheese products when moving beyond familiar foods. Opportunities exist such as using nostalgic cues as marketing tools to increase consumers' interest in cheese or combining cheese with Chinese food to increase perceived relevance of cheese to their daily food life. Providing information at point of purchase could reduce the disconnect between expectation and actual experience, and innovative cheese products may be developed to better fulfill important choice motives.