Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
I. Product and Service Category-Related Psychographics
E. Food Attitudes
Beyond necessity, why do people eat the food they eat? The 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
• 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 try to eat a healthy breakfast every day
• I only buy food items that are name-brand, not generic brands
• 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
• Frozen dinners are a convenient alternative for a meal
• If generic brands are on sale, I will purchase them over my normal name-brand
• I don’t have very much interest in cooking
• I enjoy trying different types of food
• I indulge my cravings for sweets
• People often ask my advice when it comes to food
• I prefer picking up quick meals to cooking meals
• I don’t pay much attention to my intake of fat
• Dinners in my home are usually planned ahead of time
• 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 regularly eat organic foods
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