[스크랩] Consumer Segments identified in the Irish Market

Introduction

This report details the FRL consumer segments which were established by applying the FRL instrument in Ireland. The results are relevant to food companies who are interested in acquiring knowledge about the different consumer food-related lifestyles in the Irish market. The results from this research will assist food companies in better understanding the consumers of their products.

The following summarises the research objectives.

1. To segment the Irish market in terms of food-related lifestyle (FRL) and to profile these lifestyle segments demographically.
2. To investigate the degree to which these segments are convenience oriented by relating consumers’ attitudes towards convenience food to these segments.
3. To explain these segments even further by relating the purchase behaviour for a range of convenience food products to these segments.

The FRL poster (see contents of this folder) shows diagrammatically the five life domains of the FRL instrument that cover consumers’ attitudes and behaviour towards food purchase, preparation and actual consumption of food products. An examination of the five domains are shown below.

• The first domain is ‘ways of shopping’. This reflects a consumer’s shopping behaviour for food, with regards to whether he/she reads the labels, if he/she is reliant on the advice of others, attitude towards advertising and whether the consumer shops for him/herself or for others.
• Consumers ‘cooking methods’ examines such aspects as the manner in which the products are transformed into meals, the length of time he/she takes to prepare them, if any time at all, and whether the meals are planned or spontaneous.
• ‘Quality aspects’ refers to attitudes to health, nutrition, freshness and the luxury attributes of a product.
• ‘Purchasing motives’ explores what consumers expect from a meal and the importance of these expectations. For example, the tradition of a meal can mean more to one person than to another.
• ‘Consumption situations’ refer to where the meal takes place, and whether the meal is thought of differently when eaten alone, with family or with friends.

In summary, the five domains contain a number of dimensions and items. The FRL contains 69 items that measures 23 lifestyle dimensions in the five major life domains mentioned above. The FRL uses these to identify various consumer segments with

differing attitudes towards food and these segments are additionally profiled demographically. Food companies can relate to these consumer segments to design food products that better meet consumer needs and communicate relevant product benefits to target groups.

In addition to FRL, this research was concerned with profiling the consumer segments in terms of convenience foods. An FRL extension was devised to investigate the degree to which FRL consumer segments are convenience oriented by relating consumers’ attitude towards convenience food to these segments. These segments are explained even further by relating the purchase behaviour for a range of convenience food categories to these FRL segments. There are two parts to this extension namely the Convenience Food Extension (CFE)and Perceived Purchase Behaviour (PPB).

Consequently the FRL consumer segments are explained under the following headings FRL, CFE, PPB and demographics. The application of the FRL instrument and its extension (CFE and PPB) will undoubtedly provide a clearer and more useful picture of Irish food consumers in general and more specifically consumers of convenience food products.

The CFE was devised by conducting secondary research, which identified the drivers behind the convenience food market. The CFE contains two elements, “issues which drive the convenience food market” and “convenience food”. The issues driving the convenience food market contains five dimensions and “convenience food” contains three dimensions.

Issues which drive the convenience food market

1. Time pressures
2. Stress levels
3. Breakdown of mealtimes (for households with more than one person)
4. Eating alone
5. Individuality/family (for households with more than one person)

Convenience food

1. Convenience food value for money
2. Health value of convenience food
3. Time and convenience food

The perceived purchase behaviour (PPB) was developed by exploring the various products in the convenience food market. These range from ready meals, frozen vegetables, fast food, home delivery, to eating in canteens, restaurants, pubs etc.

The segments are also profiled by demographic variables. The demographic variables examined in the research include gender, age, household income, level of education and number of children.

The results from an Irish application of FRL and its extension are outlined below.

Results from an Irish application of FRL & its Extension

The six cluster solution identified from the Irish application is shown below in figure 1. The hedonistic consumer segment dominated the market (28%) followed by the conservative (21%), the extremely uninvolved (16%) the enthusiastic (14%) the moderate (13%) and the adventurous (8%).

The following interprets each of the six clusters in relation to FRL, CFE, PPB and their demographic profiles.

Hedonistic food consumer

Results from FRL found this cluster mainly interested in the hedonistic (or more pleasurable) aspects of food and table 1 illustrates the FRL dimensions they were most interested in. A plus or minus sign indicates whether they have a positive or negative feeling towards the dimension being measured.

Table 1:The FRL dimensions important to hedonistic food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping	Attitude to advertising Shopping List	+ -
Quality aspects	Health Novelty Freshness	- + -
Cooking methods	Looking for new ways Convenience	+ +
Consumption situations	Snacks Vs meals Social event	+ +
Purchase motives		-

In ways of shopping advertising influences these consumers; they do not use a shopping list. For quality aspects health is not very important to this group nor is freshness. The only quality aspect in which they are positively interested in is novelty. These consumers really enjoy looking for new ways to cook; however

despite this convenience is very important to them. They like to snack more than any other group. Eating out is part of their social lives. They are not interested in the purchase motives dimensions.

In table 2 the Convenience Food Extension (CFE) dimensions that are important to the hedonistic food consumers are examined.

Table 2: The CFE dimensions important to hedonistic food consumers

CFE Element	CFE Dimension	+/-
Issues which drive the convenience food market	Time pressure	+
Convenience food	Convenience food value for money	+

Hedonistic consumers believe that they are time pressured and they feel that convenience foods are good value for money.

Table 3 indicates the range of convenience food products purchased by hedonistic food consumers. These were ranked by frequency of purchase against the five other clusters.

Table 3: PPB of hedonistic food consumers

Convenience Products	Hedonistic		Convenience Products	Hedonistic
Frozen pizza	1		Food from deli counters	1
Frozen vegetables	1		Pizzas from deli counters	1
Prepared sauces	1		Dried food	1
Prepared salads	1		Eat in canteens	1
Prepared vegetables	1		Eat in pubs	2
Prepare vegetarian meals	1		Buy fast-food	1
Prepared dinners, ready meals	1		Buy takeaways	1
Prepared meal centres	2		Buy home delivery	1
Prepared sandwiches	1		Snack instead of a meal	1

The hedonistic food consumers ranked a wide range of convenience food products and services first and ranked two other food categories second. As shown earlier in the FRL results, snacking was shown to be important to these consumers; the above table corresponds with this as they are ranked first for snacking (instead of eating a meal).

The results from demographics showed that they have a high proportion of 25-34 year olds and a low proportion of 55-64 year olds. Overall they have a relatively average level of education and they have quite a low proportion of people who are unemployed. They have a high proportion of C2’s and for many in this segment the household income per month is between £1600-1999.

Conservative food consumer

These consumers are quite traditional in their shopping and cooking behaviour, they do not like change and security is a strong purchasing motive. Cooking and shopping is very much the women’s responsibility. Table 4 summarises the FRL dimensions these consumers feel most strongly about.

Table 4: The FRL dimensions important to conservative food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping	Shopping list
Quality aspects	Health Price/quality relation Novelty Organic products Freshness	+ + - - +
Cooking methods
Consumption situations	Social event	-
Purchasing motives	Self-fulfilment in food Security Social relationships	+ + -

The conservative consumers are not interested in shopping in speciality stores, however they do believe in using shopping lists. When purchasing a food product they are interested in the health aspects, freshness and value for money. Novelty and organic food is not important to them.They do not look for new ways to cook and they believe cooking and shopping is very much the women’s task. Eating out is not important. For the purchasing motives they derive self-fulfilment from cooking and security from familiar meals. They do not consider eating with friends as a way to develop friendships.

As is evident from the table below the conservative food consumers believe that they are not time pressured.

Table 5: The CFE dimensions important to conservative food consumers

CFE Element	CFE Dimension	+/-
Issues which drive the convenience food market	1	2

The conservative food consumer is the lowest purchaser of convenience food products. Table 6 shows that they are frequently ranked fifth and sixth in their purchase of convenience food products. However for the more traditional convenience food products, such as dried food and canned food, first and second ranks were obtained, respectively.

Table 6: PPB of conservative food consumers

Convenience Products	Conservative		Convenience Products	Conservative
Frozen pizza	5		Pizzas from deli counters	5
Frozen vegetables	5		Dried food	1
Frozen chips	5		Canned food	2
Prepared sauces	5		Eat in canteen	6
Prepared salads	6			5
Prepared vegetables	5		Buy fast-food	6
Prepare vegetarian meals	6			6
Prepared dinners, ready meals	6		Buy home delivery	6
Prepared meal centres	6		Snack instead of a meal	3
Prepared sandwiches	6		Eat in restaurants	5

The results from the demographic profile show that almost 30% of this group are aged between 65-75, and only 13% are aged between 16-34, indicating that this group has a high proportion of older people. This group also contains more people with low levels of education, with almost 60% of this group leaving school at 17/under. Fifty three percent are housewives and 18% are retired. The conservative consumers primarily consist of DE’s. Many in this group have quite a low level of income with 35% earning between £400-799 per household per month.

Extremely uninvolved food consumer

This segment is the least interested segment of all in every aspect of food (see table 7). For the extremely uninvolved, food does not have a role other than a basic functional one.

These consumers are not interested in product information, shopping in speciality stores, price nor shopping lists. They do not enjoy shopping and their lack of interest in the shopping experience indicates their lack of involvement.

Their lack of involvement continues in the quality aspects element. This group is not at all interested in health, value for money, freshness nor organic food. In addition, they are not interested in cooking, looking for new ways to cook, planning meals nor involving the entire family in meal preparation.

They are not interested in eating out and mealtime is not a social occasion. This segment does not derive self-fulfilment from cooking at all. They do not view eating as a way of developing friendships.

Table 7: The FRL dimensions important to the extremely uninvolved food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping	Importance of product information Attitude to advertising Enjoyment from shopping Speciality shops Price criterion Shopping list	- - - - - -
Quality aspects	Health Price/quality relation Organic products Taste Freshness	- - - - -
Cooking methods	Interest in cooking Looking for new ways Whole family 3	- - - -
Consumption situations	Social event	-
Purchasing motives	Self-fulfilment in food Social relationships	- -

The extremely uninvolved food consumers were also examined by CFE. However they do not hold strong views towards any of the CFE dimensions. Similarly this may be due to their detached attitude towards food.

However, the results from PPB are very interesting since they are frequent purchasers of convenience food products. The results also indicate that they do not partake in the social aspects of food.

Table 7 shows that they are the number one purchasers of several products. These include; prepared meal centres, frozen chips, canned food, fast-food and takeaways. They are ranked fourth for eating in pubs and canteens. However they are ranked fifth for some food options including eating out in restaurants, prepared vegetarian meals and pizzas from deli counters.

Table 7: PPB of extremely uninvolved food consumers

Convenience Products	Extremely uninvolved		Convenience Products	Extremely uninvolved
Frozen pizza	1		Dried food	1
Frozen vegetarian	1		Eat in canteen	4
Frozen chips	1		Eat in pubs	4
Prepared Salads	1		Buy fast-food	1
Prepared meal centres	1		Buy takeaways	1
Prepare vegetarian meals	5		Buy home delivery	3
Pizzas from deli counters	5		Eat in restaurants	5
Canned foods	1		Snack instead of a meal	2

Resultsfromthe demographic profile showed that this group has the highest proportion of males. This is also a young group; 39% of them are between the ages 16-34. The majority are single, living in shared accommodation and seven percent of this group are students. Thirty-five percent of the group are DE’s and for nearly a quarter of the segment, total household income per month is £800-1199.

Enthusiastic food consumer

The results in table 8 below show the enthusiastic food consumers who are very interested in every aspect of food shopping and cooking. In addition, more than any other group they are really interested in health, value for money, freshness, taste and organic food. They are more likely to plan their meals and preparation involves the entire family. They are neither interested nor disinterested in any of the dimensions in the consumption element. These consumers derive self-fulfilment from cooking and eating. A sense of security is also important to them and eating with friends is an important part of their social life.

Table 8: The FRL dimensions important to enthusiastic food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping	Importance of product information Attitude to advertising Enjoyment from shopping Speciality shops Price criterion Shopping list	+ + + + + +
Quality aspects	Health Price/quality relation Organic products Taste Freshness	+ + + + +
Cooking methods	Interest in cooking Looking for new ways Whole family 4	+ + + +
Consumption situations	Social event	+
Purchasing motives	Self-fulfilment in food Security Social relationships	+ + +

The results from the CFE showed that they are neither interested nor disinterested in any of the dimensions on the issues that drive the convenience foodmarket. However they do believe that convenience foods are good value for money and that using convenience food gives them more time to partake in other activities (see table 9).

Table 9:The CFE dimensions important to enthusiastic food consumers

CFE Element	CFE Dimension	+/-
Issues which drive the convenience food market
Convenience food	Convenience foods are not that expensive Time and convenience food	+ +

The results from PPB (table 10) show that they are not substantial purchasers of convenience food. They are frequently ranked fifsth in their purchase of convenience foods and are ranked lowest for frozen pizzas, eating in pubs and snacking.

Table 10: PPB of enthusiastic food consumers

Convenience Products	Enthusiastic		Convenience Products	Enthusiastic
Frozen pizza	5		Pizzas from deli counters	2
Frozen vegetables	4		Canned foods	4
Frozen chips	5		Food from deli counters	4
Prepared Sauces	3		Eat in pubs	5
Prepared Salads	1		Buy fast-food	5
Prepared Vegetables	4		Buy takeaways	4
	4		Buy home delivery	5
Prepared sandwiches	5		Eat in restaurants	4
Prepared meal centres	5		Snack instead of a meal	5

The results from the demographic profile show a high proportion aged between 45-54 and 65-75. Thirty-five percent of the enthusiastic consumers are C1’s. Eighteen percent of these consumers’ total household income per month is between £1200-1599.

Moderate food consumer

This segment generally scores just slightly above or below the sample average; they do not have very strong characteristics, making these consumers moderate in their attitudes towards food. Table 11 illustrates which FRL dimensions the moderate food consumers’ feel most strongly about.

Table 11: The FRL dimensions important to moderate food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping
Quality aspects		+
Cooking methods	Interest in cooking Convenience Whole family 5	+ - - +
Consumption situations	Snack Vs Meal	-
Purchasing motives	Security	-

Price is not an important dimension in this segment’s shopping behaviour.

These consumers are interested in the health aspects of food. They are interested in cooking and like to plan their meals. They do not use convenience foods and meal preparation is not a family event. They do not like to snack and deriving a sense of security from food by eating a familiar meal is not important to them.

The FRL results above show their lack of interest towards convenience. The CFE corresponds with this result (see table 12).

These consumers do not believe that they are time pressured or stressed. There is no breakdown of mealtime in these households. In addition, they do not believe that using convenience food offers them more time for other activities.

Table 12: The CFE dimensions important to moderate food consumers

CFE Element	CFE Dimension	+/-
Issues which drive the convenience food market	Time pressure Breakdown of meal times	- - -
Convenience food	Time and convenience food	-

The moderate food consumers are below average purchasers of many convenience food products and services. Table 13 shows that they are ranked third and fourth in several product categories, such as frozen pizzas, prepared meal centres, prepared sauces and fast food.

Table 13: PPB of moderate food consumers

Convenience Products	Moderates		Convenience Products	Moderates
Frozen pizza	4		Prepared sandwiches	5
Frozen vegetables	1		Canned foods	5
Frozen chips	4		Eat in pubs	3
Prepared Sauces	3		Buy fast-food	4
Prepared Salads	3		Buy takeaways	4
Prepared Vegetables	6		Buy home delivery	4
	4		Eat in restaurants	2
Prepared dinners, ready meals	5		Snack instead of a meal	4

The results from the demographic profile showed that only 5% of this group are men and that almost 34% are aged between 35-44. Approximately 80% of these consumers live with their partners/spouses. They have a reasonably high level of education. This group has a substantial percentage of housewives. Over 10% of this segment are F1’s.

Adventurous food consumer

The results from FRL (see table 14) show that these consumers are very involved with food,although not as much as the enthusiastic food consumer. Food personifies novelty, and a way to socialise and develop relationships.

The adventurous are interested in product information and they like to shop in speciality stores. They are not influenced by advertisements, they do not make shopping lists and price is not important to them.

Table 14: The FRL dimensions important to adventurous food consumers

FRL Element	FRL Dimension	+/-
Ways of shopping	Importance of product information Attitude to advertising Speciality shops Price criterion Shopping list	+ - + - -
Quality aspects	Health Novelty Organic products	+ + +
Cooking methods	Interest in cooking Looking for new ways Convenience Whole family 6	+ + - + -
	Snacks Vs meals Social event	- +
Purchasing motives	Security Social relationships	- +

Health is an important quality aspect and they are very interested in novelty and organic products. They really enjoy cooking and looking for new ways of cooking. Preparing a meal involves the entire family. They are not interested in convenience food. This group strongly believes that cooking and shopping is not the woman’s responsibility. They do not like to snack and eating is very much a social event. They are not interested in the security of a meal but are interested in social relationships.

The results in table 15 show that the adventurous segment are quite negative towards CFE. They do not feel stressed in their lives and they do not find it difficult to have a family meal together. They do not believe that convenience foods are healthy.

Table 15: The CFE dimensions important to adventurous food consumers

CFE Element	CFE Dimension	+/-
Issues which drive the convenience food market	Stress Levels Breakdown of meal times	- -
Convenience food	Health value of convenience food	-

The results on PPB indicate that the adventurous food consumers are not substantial purchasers of many of convenience foods, such as frozen chips, frozen vegetables and prepared sauces. However they are ranked first for prepared dinners (see table 16). They tend to prefer meal options that are prepared outside of the home, such as eating in pubs, home delivery, eating in restaurants and takeaways and they are ranked first for each of these services.

Table 16: PPB of adventurous food consumers

Convenience Products	Adventurous		Convenience Products	Adventurous
Frozen pizza	3		Dried food	5
Frozen vegetables	6		Food from deli counters	4
Frozen chips	6		Pizzas from deli counters	2
Prepared sauces	4		Eat in pubs	1
Prepared salads	3		Pizzas from deli counters	2
Prepared vegetables	3		Buy fast-food	3
Prepared sandwiches	3		Buy takeaways	1
Prepared dinners, ready meals	1		Buy home delivery	1
Prepare vegetarian meals	3		Eat in restaurants	1
Prepared meal centre	3		Snack instead of a meal	2
Canned foods	6		Eat in canteen	4

The results from the demographic profile show these consumers to be well educated where nearly a quarter of them possessing degrees and 5% with post-graduate qualifications. Fifty percent are employed fulltime and only 1.6% are retired. Almost one quarter of them are AB’s and 45% are C1’s. This segment has a reasonably high level of income.

Conclusions

A consumer behaviour research instrument segmented the market in terms of food-related lifestyle. An extension to the instrument provided related lifestyle information to a specific food market –convenience foods. The FRL may provide a more useful picture of food consumers and the results to date illustrate these pictures and indicate that manufacturers of convenience foods should concentrate their marketing efforts towards three consumer segments. They represent 52% of the entire sample and are identified as the hedonistic, the extremely uninvolved and the adventurous consumer segment. The FRL profiles could be used as a guideline for NPD and in developing market strategies.

It is anticipated that results from the industry survey and discussions from the industry workshop will influence future direction of this project.

 

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