The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 1 V. Health & Nutrition B. Food Attitudes Beyond necessity, why do people eat the food they eat? <strong>The</strong> answers to this battery of questions can help marketers better understand the degree to which Americans eat with their health in mind and the importance of planning and convenience in shopping for food and in preparing their meals. Questions – Food Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I try to eat healthy these days and pay attention to my nutrition • I rarely eat frozen dinners • I typically celebrate special occasions at restaurants • During a given week, I cook meals frequently • If a food item is on sale, I buy multiple units to stock up • Often, I eat my meals on the run • I rely on product labels to help me make decisions when food shopping • I enjoy being creative in the kitchen • I try to eat a healthy breakfast every day • I only buy food items that are name-brand, not generic brands • I evaluate the nutrition of menu items when ordering at a restaurant • When I find a food product I like, I typically recommend it to people I know • I don’t allow junk food in my home • When I find a restaurant I like, I stick with it • Frozen dinners are a convenient alternative for a meal • Eating at a fast food restaurant is fun • If generic brands are on sale, I will purchase them over my normal name-brand • I’m willing to spend more for a quality bottle of wine • I don’t have very much interest in cooking • I try to buy foods that are grown or produced locally (in the region where I live) continued on next page>> 20
Survey of the American Consumer: Part 1 V. Health & Nutrition B. Food Attitudes (continued) • I enjoy trying different types of food • I indulge my cravings for sweets • Fast food is junk food • I typically drink wine with dinner • People often ask my advice when it comes to food • I prefer picking up quick meals to cooking meals • I’m fine with eating at a restaurant by myself • I don’t pay much attention to my intake of fat • Dinners in my home are usually planned ahead of time • I only eat fast food when I’m in a rush • I prefer cooking with fresh food rather than canned or frozen • I’m a creature of habit, and stick to the food I know I like • I let my children make their own decisions when ordering at a restaurant • I regularly eat organic foods 21
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Teenmark Teenmark
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Teenmark I. Psychographic Batteries
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American Kids Study F. Nutrition
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