Women’s food purchasing and eating habits have been studied in detail, but are still not entirely understood. Prior research has sought to segment the female food shopper market, but typically use only demographic characteristics. In this study, fifty females were recruited in San Luis Obispo, CA from March 2012 to May 2012 to keep an electronic food-time diary for one week. By collecting information through surveys distributed using a smartphone application, SurveySwipe, the study investigated the amount of time expended for each meal, as well as the manner in which the meal was prepared or purchased, and the context surrounding the eating situation, for a period of seven days. A segmentation of these female food consumers was then formed in order to demonstrate that by using attitudinal and behavioral data, a unique segmentation scheme may be achieved, different than would have resulted using only demographic information. For the data analysis, four principal components analyses were conducted followed by subsequent cluster analyses, followed by ANOVA and Chi-Square tests. Study participants were segmented in four distinct sets of clusters, or consumer groups. Of the four sets of clusters formed, one was created using solely demographic variables, whereas the other three used “food time” variables comprised of behavioral and attitudinal information. It may be inferred from the results that the behavior of the participants within each cluster was similar regarding a particular variable being tested, while it differed from the behavior of participants in other clusters (regarding the same variable being tested). Specifically, an abundance of key, significant differences were found with the “food time” variables. The study supports the use of variables related to “food time” allocation and the context of the eating situation as they relate to the purchase, preparation, and consumption of food, instead of only demographic attributes. The results will be useful for food marketers and product developers seeking to understand how food fits into the lives of female consumers with diverse roles and behaviors, in addition to being valuable for segmenting a select market or targeting a particular customer type.

In this study the aim was to describe and understand how meanings emerge from the context in which the food practices of the peoples of Mmotla were construed. South African society is multi-cultural and black South Africans, upon contact with Western-oriented societies, seem to have gradually or partially adopted the Western lifestyle including eating patterns, leading to changing traditional food practices that can be mostly attributed to the effect of acculturation, urbanisation and modernisation processes. The current knowledge base of food practices of the South African population as a whole is fragmentary, with limited information on what some sectors of certain population groups eat. Inadequate attention is paid to the reasons why specific food items are chosen or excluded. To facilitate meaningful consumer education and to recommend sound nutrition interventions, a thorough understanding of why as well as what South Africans eat is urgently needed. Moreover, cognisance should be taken of the factors that contribute to the development of typical food practices within specific communities. As confirmed in various studies in other countries, the reasons for human food choices require an appreciation of the fact that food practices are embedded in the food choice processes which, in turn are guided by numerous interrelated and interdependent factors that are context-specific. A holistic and contextual approach with knowledge of the socio-cultural, psychological, historical and demographic factors that contribute to food practices should be uncovered when attempting to understand and describe these practices and their underlying meanings. The human ecological perspective, as overarching theoretical perspective, is supported by cultural and symbolic interactionism perspectives and other theoretical models, and combined with a qualitative research design to uncover, describe and interpret all the environmental levels, the physical, politico-economic, socio-cultural and the micro-world of the individual, and their embedded factors. Data was obtained from focus group discussions and interviews, supported by participant observation and unobtrusive measures. Purposive sampling was used to select female participants for the focus groups and theoretical sampling for the individual interviews. Gathered data was systematically analysed according to the grounded theory approach throughout the data collection phase. From the findings it became apparent that the food practices of the peoples in Mmotla continue to develop and change. A distinct move towards the modern Western-oriented food practices emerged. Although acculturation of food practices was evident, traditional food practices were not discarded, and both traditional and modern food practices were embraced and regarded as important. Meanings linked to the socio-cultural and socio-psychological environments were used to define the context in which food items were used as symbols, signs or codes to define a specific situation and/or communicate the associated meanings. This resulted in dynamic movement between the two poles, the modern and the traditional, depending on the context. Thus the acculturation response is consequently seen to be fluid, context-specific and driven by various interacting factors from the different environmental levels. This valuable and noteworthy contribution augments existing theories and models on food choice within the South African context. Copyright / Thesis (PhD)--University of Pretoria, 2009. / Consumer Science / unrestricted