Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 454948
Title Evaluation of Segmentation Bases for the Heterogeneous Elderly Consumer Population: the Functional Food Market
Author(s) Zanden, L.D.T. van der; Kleef, E. van; Wijk, R.A. de; Trijp, J.C.M. van
Source Nutrition Research Reviews 27 (2014)1. - ISSN 0954-4224 - p. 159 - 171.
DOI http://dx.doi.org/10.1017/S0954422414000092
Department(s) Marketing and Consumer Behaviour
Consumer Science & Intelligent Systems
WASS
Publication type Refereed Article in a scientific journal
Publication year 2014
Keyword(s) future time perspective - needs-based segmentation - benefit segmentation - older consumers - patronage motives - mature consumers - cognitive age - attitudes - health - willingness
Abstract It is beneficial for both the public health community and the food industry to meet nutritional needs of elderly consumers through product formats that they want. The heterogeneity of the elderly market poses a challenge, however, and calls for market segmentation. Although many researchers have proposed ways to segment the elderly consumer population, the elderly food market has received surprisingly little attention in this respect. Therefore, the present paper reviewed eight potential segmentation bases on their appropriateness in the context of functional foods aimed at the elderly: cognitive age, life course, time perspective, demographics, general food beliefs, food choice motives, product attributes and benefits sought, and past purchase. Each of the segmentation bases had strengths as well as weaknesses regarding seven evaluation criteria. Given that both product design and communication are useful tools to increase the appeal of functional foods, we argue that elderly consumers in this market may best be segmented using a preference-based segmentation base that is predictive of behaviour (for example, attributes and benefits sought), combined with a characteristics-based segmentation base that describes consumer characteristics (for example, demographics). In the end, the effectiveness of (combinations of) segmentation bases for elderly consumers in the functional food market remains an empirical matter. We hope that the present review stimulates further empirical research that substantiates the ideas presented in this paper.
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