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| TI: | Segmentation of overweight Americans and opportunities for social marketing. |
| DA: | 22-Jun-2009 |
| DT: | Journal Article |
| AU: | Kolodinsky, J.; Reynolds, T. |
| PY: | 2009 |
| AD: | Dep. of Community Dev. & Applied Economics, Univ. of Vermont, Burlington, VT, USA. E-mail Jane.Kolodinsky@uvm.edu |
| SO: | International Journal of Behavioral Nutrition and Physical Activity 6 (March) 11pp. |
| RF: | 39 ref. |
| LA: | English |
| SN: | 1479-5868 |
| AB: | The food industry uses market segmentation to target products toward specific groups of consumers with similar attitudinal, demographic or lifestyle characteristics. This study sought to identify distinguishable segments within the US overweight population to be targeted with messages and media aimed at moving Americans toward more healthy wt. Cluster analysis was used to identify segments of consumers based on both food and lifestyle behaviours related to unhealthy wt. Drawing from Social Learning Theory, the Health Belief Model and existing market segmentation literature, the study identified 5 distinct, recognizable market segments based on knowledge and behavioural and environmental factors. Implications for social marketing campaigns designed to move Americans toward more healthy wt. were explored. The 5 clusters identified were: Highest Risk (19%); At Risk (22%); Right Behaviour/Wrong Results (33%); Getting Best Results (13%); and Doing OK (12%). 99% of those in the Highest Risk cluster were overweight; members watched the most television and exercised the least. 55% of those in the At Risk cluster were overweight; members logged the most computer time and almost half rarely or never read food labels. 66% of those in the Right Behaviour/Wrong Results cluster were overweight; however, 95% of them were familiar with the food pyramid. Members reported eating a low percentage of fast food meals (8%) compared to other groups but a higher percentage of other restaurant meals (15%). Less than 6% of those in the Getting Best Results cluster were overweight; every member read food labels and 75% of members' meals were "made from scratch". 18% of those in the Doing OK cluster were overweight; members watched the least television and reported eating 78% of their meals "made from scratch". This study demonstrated that 5 distinct market segments can be identified for social marketing efforts aimed at addressing the obesity epidemic. Through the identification of these 5 segments, social marketing campaigns can utilize selected channels and messages that communicate the most relevant and important information. These results offer insight into how segmentation strategies and social marketing messages may improve public health. |
| SC: | Food sciences |
| KW: | BODY WT.; DIET; NUTRITION; UNITED STATES OF AMERICA; ANTHROPOMETRIC PARAMETERS; PHYSICAL ACTIVITY; OVERWEIGHT |
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