Food Aficionado: Profiling Young Foodies based on Health, Activity Level and Attitude

Abstract

This paper aims to empirically foodie features and examine their relevance in clustering Indian foodies based on health, activity and attitude. A newly developed instrument on food choices based on health, activity and attitude was used to gather data from 209 respondents with the help of snowball sampling. Exploratory factor analysis, cluster analysis was applied to analyse the data. Four distinct foodie segments were identified. Heart & mind foodies (24.88%), swank foodies (43.06%), purist foodies (15.32%), and food traveller (16.74%). The scope is limited to India. Further research is needed to determine whether there is a change in factor composition and its implications due to regional and psychographic differences. Marketers and retailers may profile the foodies based on health, activity and attitude and help to strategies the foodies. It assumes that foodies have distinct attitude and activity, implying that there is a new and developing category with different foodies.