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5 Segmentation of consumers

Overview of findings – how do the segments differ?

The average number of elements used was five (5), though ranged from one to fourteen.   The number of label elements used by consumers increased with stronger motivation and/or capacity (see Appendix 1). Although higher motivation and capacity appear to predict higher use of labels, more research is needed to understand whether this is true for all label elements, or just some and which ones.  

Somewhat surprisingly, there were few statistically significant differences between the demographic characteristics of most of the segments.   The main differences between the segments, in terms of the motivation, capacity and demographic characteristics are addressed in the PowerPoint slides 150-172 and in Appendix 1.

The lack of major differences in demographic characteristics between the segments also suggests that a mass population approach to information and education strategies is likely to be most cost-effective. There appears to be an argument for targeting males as an audience in their own right (given that males dominate the two lowest using segments, with accompanying low levels of motivation and capacity), however a broad-brushed approach to the dissemination of messages, information and education would be of benefit to all segments.

Some of the capacity factors limiting label use are beyond FSANZ’s sphere of influence, for example the amount of time a person has to read labels while shopping.   However, in terms of actioning the findings to increase consumer use of some or all of the label elements, the results indicate that increasing a consumers’ motivation, without addressing capacity, is not sufficient.   If consumers are to use label information more (or more often), then they need to be enabled, via information, education and practice.  

It should be noted that the purpose of this study was not to conduct segmentation analysis.   Segmentation analysis has been conducted as part of several levels of advanced analysis undertaken by NFO Donovan Research to further interrogate the data for additional insight.   The segmentation analysis attempted to identify the number and characteristics of segments relating to use of all of the label elements in the study.   However the inclusion of so many elements in the analysis has produced segments which do not differ greatly on a large number of characteristics. Nonetheless, the segmentation analysis has produced results that could be used to assist FSANZ in developing food standards in the future, and that would be useful in developing education strategies.   A worthwhile follow up exercise would be to explore the number and nature of segments within a single label element, for example how do consumers who use the NIP vary, if they vary at all.

 

Part 1 - Summary Report  |  Part 2 - Methodology Report  |  PowerPoint Presentation