Table 3.
Results of logistic regression built in latent profile analysis of consumer segments, Ontario, Canada, 2011
| Predictor | Estimate | t | P | OR |
|---|---|---|---|---|
| (a) Dependent variable (DV): Likelihood of being a member of the ‘frozen vegetable user’ cluster v. the ‘average consumer’ segment | ||||
| Convenience orientation† | 0·18 | 1·70 | 0·09 | 1·19 |
| Variety seeking† | −0·34 | −2·84 | 0·005 | 0·72 |
| ‘Healthy=not tasty’ belief† | 0·40 | 2·54 | 0·01 | 1·49 |
| Meal planning‡ | −0·05 | −0·38 | 0·70 | 0·95 |
| (b) DV: Likelihood of being a member of the ‘crucifer lover’ cluster v. the ‘average consumer’ segment | ||||
| Convenience orientation† | −0·30 | −2·54 | 0·01 | 0·74 |
| Variety seeking† | −0·05 | −0·41 | 0·68 | 0·95 |
| ‘Healthy=not tasty’ belief† | 0·09 | 0·51 | 0·61 | 1·09 |
| Meal planning‡ | 0·11 | 0·82 | 0·41 | 1·12 |
| (c) DV: Likelihood of being a member of the ‘crucifer lover’ cluster v. the ‘frozen vegetable user’ segment | ||||
| Convenience orientation† | −0·48 | −3·62 | <0·001 | 0·62 |
| Variety seeking† | 0·28 | 2·11 | 0·04 | 1·33 |
| ‘Healthy=not tasty’ belief† | −0·30 | −1·95 | 0·05 | 0·74 |
| Meal planning‡ | 0·16 | 1·07 | 0·28 | 1·17 |
†
Each scale scored from 1 to 7 (1=‘low’; 7=‘high’).
‡
Scale scored from 1 to 5 (1=‘never’; 5=‘always’).