Russian consumers' motives for food choice.

Knowledge about food choice motives which have potential to influence consumer consumption decisions is important when designing food and health policies, as well as marketing strategies. Russian consumers' food choice motives were studied in a survey (1081 respondents across four cities), with the purpose of identifying consumer segments based on these motives. These segments were then profiled using consumption, attitudinal and demographic variables. Face-to-face interviews were used to sample the data, which were analysed with two-step cluster analysis (SPSS). Three clusters emerged, representing 21.5%, 45.8% and 32.7% of the sample. The clusters were similar in terms of the order of motivations, but differed in motivational level. Sensory factors and availability were the most important motives for food choice in all three clusters, followed by price. This may reflect the turbulence which Russia has recently experienced politically and economically. Cluster profiles differed in relation to socio-demographic factors, consumption patterns and attitudes towards health and healthy food.