Market Segmentation for Fast-Food Restaurants in an Era of Health Conciousness

Abstract

Recent societal changes toward heightened interest in health and nutrition indicate consumers' health- and nutrition-related attitudes and behaviors may be important for segmenting the market for fast-food restaurants (FFR's). This research conducted a recent survey of 387 consumers to investigate the extent to which these variables, as well as demographics, predict patronage of FFR's. Findings indicate that consumers who do not patronize FFR's have the strongest involvement with health-related issues, while frequent patrons have the weakest involvement. Thus, marketers could use a combination of general health- and nutrition-related attitudes and behaviors to supplement demographic information when plotting their marketing strategy.