Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect each these meats based on market segmentation.Area Spain.Material methods: We carried out telephone survey an error ± 4.0% at confidence level 95.5%, using the food-related lifestyle (FRL) instrument part questionnaire. The statistical analysis techniques employed were different depending objective pursued: univariate, bivariate multivariate analysis.Main results: Five segments obtained: “Manager cook” (24.5%), “Healthy (20.8%), “Concerned food, but not cooks” (22%), “Total detachment” (11.9%) “Rational shopper little interest in cuisine” (20.8%). Notwithstanding meats, there significant differences purchasing consumption habits between FRL segments. Specifically, frequency purchase, usual shopping location, criteria preparation methods.Research highlights: Knowing profile allows us adapt marketing mix (product, place, price promotion) one. This is very useful for companies due wide demand they face. First, can choose target and, second, define appropriate strategy according In way, segmentation lifestyles may ensure greater likelihood success market.