An exploratory analysis of snack food purchasing behaviour in New Zealand

This exploratory paper examines the factors underlying snack food purchasing. We develop exploratory research questions tom examine the attributes consumers evaluate, the importance of various product claims, labels and nutritional information, for snack food purchasers. Empirical data are based on a sample of 118 New Zealand consumers drawn from a large metropolitan area using an intercept technique. Results show that consumers frequently evaluate snacks on the basis of price and taste while according the highest level of importance to cruelty free and recyclability claims. Also roughly half of the consumers read labels and amongst those that do, total fat and sugar are the two most important nutritional factors. A subsequent chi-square analysis highlights the moderating role of demographic descriptors such as age, income level, education level and gender. This exploratory paper carries fundamental implications for both snack food marketers and public health officials. We propose the need for snack food marketers and public health officials to carefully consider gender, generational and education-level differences for purposes of segmentation and targeting and also for developing public awareness campaigns.