C. Miller et al., FOOD PURCHASE DECISION-MAKING TYPOLOGIES OF WOMEN WITH NON-INSULIN-DEPENDENT DIABETES-MELLITUS, Patient education and counseling, 30(3), 1997, pp. 271-281
Food selection is a key factor in the nutritional management of diabet
es mellitus. Since up to 80% of food purchase decisions are made at th
e supermarket, the purpose of this study was to identify the criteria
which influence point-of-purchase decision-making in women with NIDDM
aged 40-60 years. A qualitative approach with individual interviews an
d in-store observations was used. Analysis of the interviews identifie
d four decision-making typologies based on the extent nutrition, price
and family needs were emphasized. The four typologies included (1) th
e Overloaded Shopper, (2) the Budget Shopper, (3) the Nutrition Savvy
Shopper, and (4) the Out-of-Touch Shopper. Cluster analysis confirmed
the typologies for 71% of the sample. Educators should classify shoppe
rs according to a typology to determine their clients' personal needs
and interests. Then, educators can tailor the educational or counselin
g message to meet those specific needs.