A new means to the end of expressing one’s identity or individuality has grown in popularity in recent years; food is much more to consumers than the basic physiological needs of food. Consumers have diversified into a wide range of food personality types with different perceptions of the role food should play in their lives. This paper uses factor analysis and compares these food personality factors with food attributes factors consisting of non-price features of food products. Results show that identity is expressed via food at differing levels and income level does have some influence.


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