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The magnitude and nature of situational influence on Japanese snacking: The role of fruit
Author(s) -
Gehrt Kenneth C.,
Shim Soyeon
Publication year - 1999
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/(sici)1520-6297(199924)15:1<119::aid-agr8>3.0.co;2-b
Subject(s) - snacking , situational ethics , morning , psychology , interaction , product (mathematics) , statistics , variance (accounting) , product category , statistical significance , segmentation , econometrics , social psychology , mathematics , economics , computer science , medicine , artificial intelligence , geometry , accounting , obesity
This study examines the role of fruit in Japanese snacking behavior. Rather than relying on conventional consumer demographic‐ and product attribute‐based segmentation methods, this study explores an alternative segmentation method, situational segmentation. The study uses repeated‐measure analysis of variance to examine the statistical significance ( F ratios) and practical significance (ω 2 /percentage of variance explained) of individual, product, and situational main and interaction effects. Because the crucial product x situation interaction effect is found to be significant, the study proceeds by using a regression procedure to characterize 18 competitive snack products (including six fruits) with respect to three situational factors that affect snack food choice. The results show that fruits tend to occupy the morning end of the morning/afternoon snacking continuum, the snacking alone end of the alone/with others continuum, and snacking at home end of the home/away from home continuum. © 1999 John Wiley & Sons, Inc.