Kosovo Consumers' Fruit-Related Lifestyles: Segmentation Study

What is it about?

This study is about consumers' fruit consumption behaviour and attitudes in Kosovo. It develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes. The instrument can be used in studies focused on fruit consumer segmentation. The study identifies four distinct consumer clusters based on their fruit-related lifestyles and analyzes their fruit purchase and consumption behaviour and attitudes towards health, quality, taste, and safety.

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Why is it important?

The study develops a modified food-related lifestyle instrument that can be used in future studies focused on fruit consumer segmentation, contributing to the development of a standard scale design procedure. Practical implications relate to improving public health and promoting healthy eating habits, as well as guiding business decisions related to fruit marketing and distribution.