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The magnitude and nature of situational influence on Japanese snacking: The role of fruit

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  • Kenneth C. Gehrt

    (Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033)

  • Soyeon Shim

    (Retailing and Consumer Studies, School of Family and Consumer Resources, College of Agriculture, The University of Arizona, Tucson, AZ 85721-0033)

Abstract
This study examines the role of fruit in Japanese snacking behavior. Rather than relying on conventional consumer demographic- and product attribute-based segmentation methods, this study explores an alternative segmentation method, situational segmentation. The study uses repeated-measure analysis of variance to examine the statistical significance (F ratios) and practical significance (ω 2 |percentage of variance explained) of individual, product, and situational main and interaction effects. Because the crucial product x situation interaction effect is found to be significant, the study proceeds by using a regression procedure to characterize 18 competitive snack products (including six fruits) with respect to three situational factors that affect snack food choice. The results show that fruits tend to occupy the morning end of the morning|afternoon snacking continuum, the snacking alone end of the alone|with others continuum, and snacking at home end of the home|away from home continuum. © 1999 John Wiley & Sons, Inc.

Suggested Citation

  • Kenneth C. Gehrt & Soyeon Shim, 1999. "The magnitude and nature of situational influence on Japanese snacking: The role of fruit," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 119-136.
    • Handle: RePEc:wly:agribz:v:15:y:1999:i:1:p:119-136
    DOI: 10.1002/(SICI)1520-6297(199924)15:1<119::AID-AGR8>3.0.CO;2-B
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    References listed on IDEAS

    as
    1. Natsuki Fujïta & Wen S. Chern, 1994. "Impact of increased eating away from home on volume and composition of Japanese imports of agricultural products," Agribusiness, John Wiley & Sons, Ltd., vol. 10(5), pages 359-371.
    2. Paul Riethmuller, 1994. "Where do Japanese consumers buy their food?," Agribusiness, John Wiley & Sons, Ltd., vol. 10(2), pages 131-143.
    3. Stoltman, Jeffrey J. & Gentry, James W. & Anglin, Kenneth A. & Burns, Alvin C., 1990. "Situational influences on the consumer decision sequence," Journal of Business Research, Elsevier, vol. 21(3), pages 195-207, November.
    4. Jonq-Ying Lee, 1994. "Fresh fruit consumption in Japan," Agribusiness, John Wiley & Sons, Ltd., vol. 10(6), pages 513-520.
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    Cited by:

    1. Mauricio V.L. Bittencourt & Ratapol P. Teratanavat & Wen S. Chern, 2007. "Food consumption and demographics in Japan: Implications for an aging population," Agribusiness, John Wiley & Sons, Ltd., vol. 23(4), pages 529-551.

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