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Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions
The aim of the current study was two-fold: (1) to identify consumer segments based on bread selection motives and (2) to examine differences between the identified segments in terms of perception of bread and bread with added fiber, and information on the food label. The data were collected using a...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2020
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7823423/ https://www.ncbi.nlm.nih.gov/pubmed/33396471 http://dx.doi.org/10.3390/nu13010132 |
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author | Sajdakowska, Marta Gębski, Jerzy Jeżewska-Zychowicz, Marzena Królak, Maria |
author_facet | Sajdakowska, Marta Gębski, Jerzy Jeżewska-Zychowicz, Marzena Królak, Maria |
author_sort | Sajdakowska, Marta |
collection | PubMed |
description | The aim of the current study was two-fold: (1) to identify consumer segments based on bread selection motives and (2) to examine differences between the identified segments in terms of perception of bread and bread with added fiber, and information on the food label. The data were collected using a CAPI (computer-assisted personal interview) survey on a sample of 1013 consumers. The k-means clustering method was used to identify four clusters of consumers, namely, Enthusiastic, Involved, Ultra-Involved, and Neutral. The Enthusiastic was the group that expressed the most positive opinions about the bread and about the addition of fiber to white bread. Moreover, they appreciated the most the information placed on the bread label. On the other hand, the Ultra-Involved and the Involved presented moderate opinions on these issues. In contrast, the consumers from the Neutral segment agreed the least with the opinion that white bread fortified with fiber is healthier and more expensive compared to white bread without added fiber. Consumers belonging to the Enthusiastic segment declared, to a greater extent than others, that cereal products with added fiber facilitate a healthy lifestyle and can reduce the adverse effects of an inadequate diet. The obtained results indicated that relatively positive opinions on the addition of fiber to white bread, including its benefits for health, are an opportunity to further develop the market of cereal products with added fiber. However, the information about bread on the label and its readability should meet the expectations of consumers who differ significantly in terms of their motives for choice. Both now and in the future, this aspect will be a challenge for food entrepreneurs and organizations that are engaged in the education and development of information aimed at consumers. |
format | Online Article Text |
id | pubmed-7823423 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-78234232021-01-24 Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions Sajdakowska, Marta Gębski, Jerzy Jeżewska-Zychowicz, Marzena Królak, Maria Nutrients Article The aim of the current study was two-fold: (1) to identify consumer segments based on bread selection motives and (2) to examine differences between the identified segments in terms of perception of bread and bread with added fiber, and information on the food label. The data were collected using a CAPI (computer-assisted personal interview) survey on a sample of 1013 consumers. The k-means clustering method was used to identify four clusters of consumers, namely, Enthusiastic, Involved, Ultra-Involved, and Neutral. The Enthusiastic was the group that expressed the most positive opinions about the bread and about the addition of fiber to white bread. Moreover, they appreciated the most the information placed on the bread label. On the other hand, the Ultra-Involved and the Involved presented moderate opinions on these issues. In contrast, the consumers from the Neutral segment agreed the least with the opinion that white bread fortified with fiber is healthier and more expensive compared to white bread without added fiber. Consumers belonging to the Enthusiastic segment declared, to a greater extent than others, that cereal products with added fiber facilitate a healthy lifestyle and can reduce the adverse effects of an inadequate diet. The obtained results indicated that relatively positive opinions on the addition of fiber to white bread, including its benefits for health, are an opportunity to further develop the market of cereal products with added fiber. However, the information about bread on the label and its readability should meet the expectations of consumers who differ significantly in terms of their motives for choice. Both now and in the future, this aspect will be a challenge for food entrepreneurs and organizations that are engaged in the education and development of information aimed at consumers. MDPI 2020-12-31 /pmc/articles/PMC7823423/ /pubmed/33396471 http://dx.doi.org/10.3390/nu13010132 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Sajdakowska, Marta Gębski, Jerzy Jeżewska-Zychowicz, Marzena Królak, Maria Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title | Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title_full | Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title_fullStr | Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title_full_unstemmed | Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title_short | Consumer Choices in the Bread Market: The Importance of Fiber in Consumer Decisions |
title_sort | consumer choices in the bread market: the importance of fiber in consumer decisions |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7823423/ https://www.ncbi.nlm.nih.gov/pubmed/33396471 http://dx.doi.org/10.3390/nu13010132 |
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