Fruit-related lifestyles as a segmentation tool for fruit consumers

Purpose This study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes. Design/methodology/approach The research is based on structured questionnaire designed using reduced version of the FRL instrument, including evaluation factors related consumption, which useful describe fruit-related lifestyle. Data were collected through face-to-face survey with 300 consumers in three main cities Kosovo. A principal component analysis (PCA) Varimax rotation Kaiser Normalisation was performed interpret investigate lifestyles. Cluster market segments, identified obtained from PCA, hierarchical clustering algorithm Ward linkage method K-means technique. Findings Consumption motivated by health concerns (perceived), (nutrition) content habits. Four distinct consumer clusters analysed considering different purchase behaviour, attitudes towards health, quality, taste safety. Research limitations/implications authors adapted tool elaborate specific suitable consumer's not according standard scales design procedure, but it first step creating instrument. Originality/value can be used studies focused segmentation. Results provide insight into marketing distribution companies, adjust their strategies customer-oriented initiatives tailored for segments. also policymakers promote increased consumption.