Consumer segments based demographic and psychographic variables

Consumer Segments Based on Demographic and Psychographic Variables: Case of the Canadian Functional Foods and Nutraceutical Sector ABSTRACT This paper explores consumer receptivity towards functional foods and nutraceuticals. [...] The data for the analysis is obtained from the 2006 Survey of Canadian’s Demand for Food Products Supporting Health and Wellness by Agriculture and Agri-Food Canada. [...] Consumer receptivity towards functional foods and nutraceuticals is characterized using a range of physiographic variables based on the Activities, Interests and Opinions (AIO) framework. [...] The degree of correspondence between the consumer segments generated using the CHAID method and latent psychographic constructs is assessed. [...] Third, the degree of correspondence between the consumer segments generated through the CHAID method and.