Analysis of Rural and Urban Consumer Behavior Toward New Food Products Using a Food-Related Lifestyle Instrument

Abstract

The food-related lifestyle (FRL) instrument was utilized to analyze rural and urban consumers and divide population samples into FRL consumer segments. Attributes of both geographic regions' consumer choice and attitudes toward the selection and purchase of new food products are explored. The findings of the research suggest urban consumers are more responsive toward new food products and the modes of influence have a greater impact on the urban market segment. The findings of the research displayed a preference by both rural and urban consumers toward the same five salient factors when selecting new food products: price, quality, taste, health issues, and nutritional composition. The article identifies the dynamics of new food product selection and provides a consumer profile for rural and urban market segments using the labels of Uninvolved consumers, Hedonistic food consumers, Adventurous food consumers, Careless food consumers, Conservative food consumers, and Rational food consumers.

KEYWORDS:

• food-related lifestyle (FRL) instrument
• consumer behavior
• new food products