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Vegetables are an important component of a healthy diet. Given that tomatoes are the most purchased vegetable in Germany, the purpose of this paper is to focus on how consumers evaluate tomatoes during their food choice. Each consumer has different preferences and, in order to target them, it is necessary to identify consumer groups. The study segments tomato consumers into homogenous target groups.

A choice experiment was used to simulate the buying situation in a supermarket. The data were analysed using latent class analysis, as well as principal component factor analysis to measure food-related lifestyles. The sample consisted of 1,027 consumers and was representative of the characteristics of gender, age, educational level and income for the German population.

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