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Analysis Of Media Agenda-Setting Effect On Consumer Confidence In The Safety Of The U.S. Food System Across Consumer Segments, Abhishek Bhagwat Bharad
Analysis Of Media Agenda-Setting Effect On Consumer Confidence In The Safety Of The U.S. Food System Across Consumer Segments, Abhishek Bhagwat Bharad
LSU Master's Theses
Recent food recalls and food scares in the United States have increased consumers’ risk perceptions about food borne illness and decreased their confidence in the safety of the U.S. food supply. Results from a continuous tracking of consumer confidence and media coverage of food safety events over a 67 week period between May 2008 and August 2009 are reported in the study. Factor analysis is performed on consumer characteristic statements to identify seven factors. Factor scores for these seven factors are used as inputs in a consumer segmentation procedure. A two step segmentation approach, hierarchical cluster analysis followed by partition …