Cluster analysis for consumers' fruit-related lifestyles
| Factors | Clusters total = 258 | F-value | Sig | |||
|---|---|---|---|---|---|---|
| Careless consumer 17.1% (n = 44) | Adventurous consumer 39.5% (n = 102) | Conservative consumer 26.3% (n = 68) | Functional consumer 17.1% (n = 44) | |||
| Factor 1. Fruits information, labels and brands | 2.74 (0.89) | 3.15 (0.63) | 3.00 (0.89) | 4.00 (0.89) | 23.22 | 0.00 |
| Factor 2. The reason for choosing a fruit shop | 3.60 (0.55) | 4.40 (0.55) | 3.72 (1.00) | 3.80 (1.30) | 22.22 | 0.00 |
| Factor 3. Speciality shops | 2.75 (0.50) | 3.75 (0.50) | 3.25 (0.50) | 3.25 (1.26) | 16.28 | 0.00 |
| Factor 4. Fruits consumption habits | 3.67 (0.58) | 4.00 (0.00) | 4.00 (0.00) | 4.33 (0.58) | 8.92 | 0.00 |
| Factor 5. Quality and taste perception | 3.15 (0.50) | 3.81 (0.50) | 3.22 (0.50) | 3.75 (0.50) | 12.96 | 0.00 |
| Factor 6. Price-consciousness’ scales | 3.45 (0.50) | 3.75 (0.00) | 4.02 (0.50) | 3.84 (0.00) | 10.49 | 0.00 |
| Factor 7. Health concern | 3.33 (0.58) | 4.00 (0.00) | 3.67 (0.58) | 4.33 (0.58) | 14.29 | 0.00 |
| Factor 8. Confidence in food safety | 3.15 (0.50) | 3.25 (0.50) | 2.75 (0.96) | 3.50 (0.58) | 17.08 | 0.00 |
| Factors | Clusters total = 258 | Sig | ||||
|---|---|---|---|---|---|---|
| Careless consumer 17.1% ( | Adventurous consumer 39.5% ( | Conservative consumer 26.3% ( | Functional consumer 17.1% ( | |||
| Factor 1. Fruits information, labels and brands | 2.74 (0.89) | 3.15 (0.63) | 3.00 (0.89) | 4.00 (0.89) | 23.22 | 0.00 |
| Factor 2. The reason for choosing a fruit shop | 3.60 (0.55) | 4.40 (0.55) | 3.72 (1.00) | 3.80 (1.30) | 22.22 | 0.00 |
| Factor 3. Speciality shops | 2.75 (0.50) | 3.75 (0.50) | 3.25 (0.50) | 3.25 (1.26) | 16.28 | 0.00 |
| Factor 4. Fruits consumption habits | 3.67 (0.58) | 4.00 (0.00) | 4.00 (0.00) | 4.33 (0.58) | 8.92 | 0.00 |
| Factor 5. Quality and taste perception | 3.15 (0.50) | 3.81 (0.50) | 3.22 (0.50) | 3.75 (0.50) | 12.96 | 0.00 |
| Factor 6. Price-consciousness’ scales | 3.45 (0.50) | 3.75 (0.00) | 4.02 (0.50) | 3.84 (0.00) | 10.49 | 0.00 |
| Factor 7. Health concern | 3.33 (0.58) | 4.00 (0.00) | 3.67 (0.58) | 4.33 (0.58) | 14.29 | 0.00 |
| Factor 8. Confidence in food safety | 3.15 (0.50) | 3.25 (0.50) | 2.75 (0.96) | 3.50 (0.58) | 17.08 | 0.00 |
Note(s): Results are presented as factors mean (standard deviation) and significant difference using ANOVA with Tukey's post-hoc tests
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