Regionality of food consumption

✍ Scribed by Ronald B. Larson

• Publisher: John Wiley and Sons
• Year: 1998
• Tongue: English
• Weight: 297 KB
• Volume: 14
• Category: Article
• ISSN: 0742-4477
• DOI: 10.1002/(sici)1520-6297(199805/06)14:3<213::aid-agr4>3.0.co;2-3

✦ Synopsis

Understanding food consumption patterns around the United States is important for food marketers and researchers. A cluster analysis of the food purchases in 126 categories across 54 markets found 11 market groupings that are quite different from those commonly used in demand studies. These new regions were consistent with the findings from some cultural geographers and explained more of the regional variation in food consumption than the standard set of geographic boundaries. Food marketers could use these clusters to balance experiments, identify local marketing opportunities, and segment the US market into geographies with similar food demand patterns.