FOOD PURCHASE DECISION-MAKING TYPOLOGIES OF WOMEN WITH NON-INSULIN-DEPENDENT DIABETES-MELLITUS

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.