Food-Related lifestyles in a cross-

cultural context: Comparing

Australia with Singapore, Britain,
France & Denmark
 Introduction
• Continuous change in technology, trade and
lifestyle
• Companies are facing issue regarding
globalizing, consolidating and fragmenting,
empowered behavior
• To cope with all the above company, need to be
more flexible and adaptive
• Changing social values are influencing the
purchase decision
• Marketers need to understand the role of
personal values in purchase
 Food-Related Lifestyle Approach
Assumptions-

• Human Behaviour can be explained by a cognitive paradigm

• Cognitive structures consists of declarative (able to be verbalized) and procedural

(internalized process based) knowledge.

• Behaviour is motivated by linking cognitive categories and scripts.

• This linkage can be stored as a system of associations in cognitive structure and can
influence behaviour.

• The linkage can involve both procedural and declarative knowledge.

 Food-Related Lifestyle Approach
Instrument consists of 69 likert-type attitudinal scales collapsed into 23 dimensions
belonging to five different areas of Food Related lifestyles.

Ways of shopping Cooking Methods Quality Aspects

• Importance of Product information • Involvement with cooking • Health
• Attitude towards advertising • Looking for new ways • Price-Quality Relationship
• Joy of shopping • Convenience • Novelty
• Use of specialty shops • Family involvement  • Organic Products
• Price criterion • Spontaneity • Tastiness
• Use of Shopping list • Women's task • Freshness

Consumption Situations Purchasing motives

• Snack Vs Meals • Self-fulfillment
• Social Events • Security
• Social relationship
The Australian Study
• This study extends the FRL- instrument into Australia, to determine the food related similarities
and differences between a few culturally different environments. 
• Data was collected from 302 households through personal interviews and the household
person responsible for shopping and preparing the food were interviewed.
• Demographic insights -
  62% of respondents in the Australian sample were female, the lowest among the compared
countries.
 This suggest that Australian males have more significant role in the kitchens.
 This also reflects that female participation in employment were higher when compared to the
four other countries. 
Examining the Instrument's Reliability
• Examination is based on Cornbach's Alphas for the 23 scales, only 15 scales were
deemed satisfactory ( above 0.6 is satisfactory).
• Unsatisfactory reliabilities fall into mainly 2 areas namely Purchase motives and
Quality aspects.
• Poor reliabilities were exhibited because of the wordings of the scale items where
the respondents had to do a trade-off between two scale items.
• Similarly sub-constructs like Social Relationships and Self-fulfillment were
difficult to evaluate because respondents feel of being a cook and
sensory gratification was difficult to gauge.
 Cross-Cultural Comparison Of Scale Means
Australian food-related lifestyles in a cross-cultural context were found by a series of T- tests being conducted
between the Australian scale means and the other four countries.

Ways of shopping Quality Aspects Ways of cooking

• Less sensitive to price • Seeks value for money
changes (not necessarily low
• Less sensitive towards ad price)
store specials • More likely to try new
recipes and try foreign
foods
• More likely to find new ways
of cooking
• Less likely to consider that
kitchen is a women domain,
rather involves the whole
family

Consumption situations Purchasing Motives

• More likely to consider • Less likely to focus on
food in the context of selecting "comfort foods"
social event
 •To compare lifestyles across a different cultural context
•Companies to quicken pace of adoption in both domestic
and international market
•Adopt the tools to make sense of customer and consumer
•Managerial and academic perspective
•Taste and preferences of consumer tend to be similar with
the result that global food brands emerge
•Understanding the similarities and differences of markets
and develop the marketing strategy

Summary and Implication

Thank you