Targeting Consumers with eating behavioral disorders: A company’s perspective

Figures & data

Table 1. Results of stepwise discriminant analysis for each type of variables

Anthropometric	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Waist/hip ratio	1	7.061	0.009	Actual N	132	59	191
				Actual Y	2	7	9
Wilk’s Lambda	0.966	Chi-Sq.	6.921	TPR	77.8%	FPR	30.9%
Awareness	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Who adv. diet (Doctor)	1	7.940	0.005	Actual N	90	101	191
				Actual Y	0	9	9
Wilk’s Lambda	0.961	Chi-Sq.	7.765	TPR	100.0%	FPR	52.9%
Demographic	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Age	−0.542	16.123	0.000	Actual N	175	16	191
Job (Student)	0.578	30.677	0.000	Actual Y	3	6	9
N family	−0.372	13.614	0.000
Yearly income	0.545	20.188	0.000
Wilk’s Lambda	0.782	Chi-Sq.	48.272	TPR	66.7%	FPR	8.4%
Eating behavior	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
For breakfast (Juices)	0.457	10.517	0.000	Actual N	177	14	191
For lunch (Fruits and Vegetables)	0.537	13.830	0.000	Actual Y	3	6	9
Variety of food	−0.545	9.998	0.000
For dinner (Two dishes)	0.362	9.243	0.000
Weekly cons. legumes	0.396	8.832	0.000
Daily cons. water	0.489	15.948	0.000
Why not eating (Lose weight)	0.409	12.132	0.000
Wilk’s Lambda	0.756	Chi-Sq.	54.294	TPR	66.7%	FPR	7.3%
Lifestyle	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Sport frequency	0.767	11.872	0.000	Actual N	168	23	191
How long training	1.167	13.595	0.000	Actual Y	3	6	9
Time handicrafts	0.612	15.356	0.000
Wilk’s Lambda	0.846	Chi-Sq.	32.808	TPR	66.7%	FPR	12.0%
Psychometric	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Laxative	1	19.422	0.000	Actual N	176	15	191
				Actual Y	4	5	9
Wilk’s Lambda	0.911	Chi-Sq.	18.481	TPR	55.6%	FPR	7.9%
Subset of 9 best discriminating	Coeff.	F	Sig.		Predicted N	Predicted Y	Tot.
Waist/Hip Ratio	−0.267	12.993	0.000	Actual N	180	11	191
Daily cons. water	0.437	17.184	0.000	Actual Y	2	7	9
For lunch (Fruits and Vegetables)	0.358	19.676	0.000
Why not eating (Lose weight)	0.317	15.712	0.000
For breakfast (Juices)	0.309	22.870	0.000
Variety of food	−0.364	13.706	0.000
Laxative	0.467	27.140	0.000
Job (Student)	0.452	30.677	0.000
Time handicrafts	0.273	14.563	0.000
Wilk’s Lambda	0.619	Chi-Sq.	92.804	TPR	77.8%	FPR	5.8%

Figure 1. Plot of TPR and FPR for all the types of discriminating variables.

Figure 2. Performance of different segmentation solutions.

Figure 3. Comparison of Paretian frontiers of different segmentation solutions.

Figure 4. Ratio between BGV and WGV for different number of clusters.

Table 2. Structure and profiles of the six segments ordered by percentage of EBDs

#	Size	N. of EBDs	% of EBDs	Short name	Profile	Cluster identifiers
3	11	3	27.3%	Food hater	Uses laxatives*, variety of food is slightly smaller	Psychometric
1	23	4	17.4%	Normal weight	Student* OR spends time for handicrafts, W/H ratio slightly lower†	Demographic, Lifestyle, Anthrop.
2	8	1	12.5%	Healthy eater	Varies type of food*, drinks juices for breakfast***, drinks more water, if does not eat it is NOT to lose weight	Eating behavior
5	65	1	1.5%	Weight loser	If does not eat it is for losing weight, drinks less water	Eating behavior
4	63	0	0.0%	No EBDs	Variety of food is smaller, does not lose weight	Eating behavior
6	30	0	0.0%	No EBDs	W/H ratio lower, varies food, does not lose weight	Anthropometric, Eating behavior

Note: *** Significant at p<0.001; ** Sig. at p<0.01; * Sig. at p<0.05; † Sig. at p<0.1

Figure 5. Visualization of mean and dispersion for each variable and segment.

Table

Item description	Item label	Type	Measure
What’s your height?	Height	Anthropometric	Scale
What’s your weight?	Weight	Anthropometric	Scale
What’s your weight variation?	Weight var.	Anthropometric	Nominal
What’s your body mass index?	BMI	Anthropometric	Scale
What’s your waist/hip ratio?	Waist/hip ratio	Anthropometric	Scale
Have you ever been on a diet?	Ever diet	Awareness	Binary
Do you know EBDs?	Know EBD	Awareness	Binary
Have you ever talked of EBDs with family?	Talk of EBD	Awareness	Binary
Who advised you about a diet?	Who adv. diet	Awareness	Nominal
Gender	Gender	Demographic	Nominal
Education	Education	Demographic	Nominal
Job	Job	Demographic	Nominal
Yearly approximate income	Yearly Income	Demographic	Ordinal
Age	Age	Demographic	Scale
N. of family members	N family	Demographic	Scale
N. of minors in family	N minors	Demographic	Scale
Do you have breakfast?	Breakfast y/n	Eating behavior	Binary
Do you eat before lunch?	Before lunch y/n	Eating behavior	Binary
Do you have lunch?	Lunch y/n	Eating behavior	Binary
Do you eat in the afternoon?	Afternoon y/n	Eating behavior	Binary
Do you have dinner?	Dinner y/n	Eating behavior	Binary
Where do you have breakfast?	Where breakfast	Eating behavior	Nominal
What do you eat for breakfast?	For breakfast	Eating behavior	Nominal
What do you eat before lunch?	For before lunch	Eating behavior	Nominal
Where do you have lunch?	Where lunch	Eating behavior	Nominal
What do you eat for lunch?	For lunch	Eating behavior	Nominal
What do you eat in the afternoon?	For afternoon	Eating behavior	Nominal
Where do you have dinner?	Where dinner	Eating behavior	Nominal
What do you eat for dinner?	For dinner	Eating behavior	Nominal
What do you drink?	Drink	Eating behavior	Nominal
Why do you eat away?	Why away	Eating behavior	Nominal
If you do not eat, why?	Why not eating	Eating behavior	Nominal
How varied is what you eat?	Food variety	Eating behavior	Ordinal
What is you lunch time?	Lunch time	Eating behavior	Ordinal
Weekly consumption of meat	Weekly cons. meat	Eating behavior	Ordinal
Weekly consumption of vegetables	Weekly cons. vegs	Eating behavior	Ordinal
Weekly consumption of fruit	Weekly cons. fruit	Eating behavior	Ordinal
Weekly consumption of legumes	Weekly cons. legumes	Eating behavior	Ordinal
Weekly consumption of sweets/ice cream	Weekly cons. sweets	Eating behavior	Ordinal
Daily consumption of water	Daily cons. water	Eating behavior	Ordinal
How much do you eat?	How much	Eating behavior	Ordinal
Are you a professional athlete vs amateur?	Pro athlete amateur	Lifestyle	Binary
How long is your training session?	How long training	Lifestyle	Ordinal
Time spent at hairdresser	Time hairdresser	Lifestyle	Ordinal
Time spent in mall	Time mall	Lifestyle	Ordinal
Time spent for shopping	Time shopping	Lifestyle	Ordinal
Time spent for cooking jams/preserves	Time cooking	Lifestyle	Ordinal
Time spent for house maintenance	Time house main.	Lifestyle	Ordinal
Time spent for gardening	Time gardening	Lifestyle	Ordinal
Time spent for organizing parties	Time parties	Lifestyle	Ordinal
Time spent for handicrafts such as knitting	Time handicrafts	Lifestyle	Ordinal
Time spent for playing a musical instrument	Time music	Lifestyle	Ordinal
Do you do sports?	Sport	Lifestyle	Ordinal
Sport exercise frequency	Sport frequency	Lifestyle	Ordinal
How would you describe your lifestyle?	Des. lifestyle	Psychometric	Binary
How do you see yourself in the mirror?	Mirror	Psychometric	Nominal
How would you describe your health?	Describe health	Psychometric	Ordinal
Have you ever binged?	Binged	Psychometric	Ordinal
Have you ever induced vomit?	Vomit	Psychometric	Ordinal
How often do you use laxative?	Laxative	Psychometric	Ordinal
Have you ever been cured for EBDs?	Cured for EBD	Psychometric	Ordinal
Have you ever thought of suicide?	Suicide	Psychometric	Ordinal

Table

Item label	Type	Measure	Mean	Std. dev.	Range
Height	anthropometric	Scale	161,7	8,4	143–188
Weight	anthropometric	Scale	76,2	19,1	44,5–155,5
BMI	anthropometric	Scale	29,5	8,0	17,9–77,7
Waist/hip ratio	anthropometric	Scale	0,9	0,1	0,6–1,26
Yearly Income	demographic	Ordinal	3,2	1,2	1–5
Age	demographic	Scale	40,2	15,7	15–77
N family	demographic	Scale	3,0	1,0	0–5
N minors	demographic	Scale	0,4	0,7	0–4
Food variety	eating behavior	Ordinal	1,4	0,7	1–3
Lunch time	eating behavior	Ordinal	2,0	0,7	1–3
Weekly cons. meat	eating behavior	Ordinal	2,6	0,7	1–3
Weekly cons. vegs	eating behavior	Ordinal	2,7	0,5	1–3
Weekly cons. fruit	eating behavior	Ordinal	2,7	0,5	1–3
Weekly cons. legumes	eating behavior	Ordinal	2,1	0,7	1–3
Weekly cons. sweets	eating behavior	Ordinal	2,2	0,8	1–3
Daily cons. water	eating behavior	Ordinal	1,8	0,7	1–3
How much	eating behavior	Ordinal	3,4	1,2	1–5
How long training	Lifestyle	Ordinal	0,4	0,7	1–3
Time hairdresser	Lifestyle	Ordinal	2,2	0,9	1–3
Time mall	Lifestyle	Ordinal	2,3	0,7	1–3
Time shopping	Lifestyle	Ordinal	2,1	0,8	1–3
Time cooking	Lifestyle	Ordinal	1,2	0,5	1–3
Time house main.	Lifestyle	Ordinal	1,1	0,4	1–3
Time gardening	Lifestyle	Ordinal	1,2	0,5	1–3
Time parties	Lifestyle	Ordinal	1,1	0,4	1–3
Time handicrafts	Lifestyle	Ordinal	1,1	0,4	1–3
Time music	Lifestyle	Ordinal	2,7	0,7	1–3
Sport	Lifestyle	Ordinal	1,5	0,9	1—3
Sport frequency	Lifestyle	Ordinal	0,5	0,8	1–2
Describe health	psychometric	Ordinal	2,2	0,8	1–3
Binged	psychometric	Ordinal	1,1	0,6	1–6
Vomit	psychometric	Ordinal	1,1	0,6	1–6
Laxative	psychometric	Ordinal	1,2	0,6	1–6
Cured for EBD	psychometric	Ordinal	1,1	0,6	1–6
Suicide	psychometric	Ordinal	1,1	0,3	1–6