FOOD CHOICE MOTIVES OF JUICES’ CONSUMERS – PILOT STUDIES

The aim of this study was to evaluate the food choice motives of consumers. Preliminary studies were carried out on a group of 96 consumers of juices based on the Food Choice Questionnaire. It is a tool, which enables the systematic measurement of the importance of diff erent food choices. The confi rmatory (CFA) and exploratory factor analysis (EFA) and hierarchical cluster analysis (HCA) methods were used for analysis of data. The results of factor analysis revealed 12 new groups of factors determining the choice of food. The most important factors infl uencing selection of food were: taste, worth the money and a positive eff ect on external appearance. Using hierarchical cluster analysis three segments of consumer were identifi ed, with diff erent attitudes towards food choices: engaged – enthusiasts of healthy nutrition, indiff erent – not attaching attention to what they eat and practical – focused on the price and availability of products. Segmentation of consumers with similar attitudes towards choice of food can help the producers in precise targeting of marketing messages to a selected group of consumers