Typology of Local Food Consumers: An Analysis of Market Segments According to Food- Related Lifestyle

Abstract

In this study, consumers who buy food at the local food-based lifestyle Turkey (Food-Related Lifestyle-FRL) is intended to be partitioned accordingly. In line with the similarities of consumers' characteristics and behaviors, possible market segments are defined and the distinctive demographic and consumption characteristics of the obtained market segments are determined. Data collected using an online questionnaire was evaluated by cluster analysis. As a result of the analysis of 386 data obtained from local food consumers four identifiable market segments, namely conservatives, uninterested, adventurers and rationalists, were obtained. Conservatives consumers prefer to support the food of the country/region of their own. Adventurer consumers are eager to try new foods and cooking techniques. Uninterested consumers are often indifferent with food related issues. Rationalist consumers pay attention to the naturalness and label information of the food. Traditional consumers are seen to represent the largest group, while unrelated consumers represent the smallest group.