Cluster Analysis Aplikasi 3

2002 Vol . 14 No. 2 11 Consumers’ Retail Source of Food: A Cl us t er A n al y s i s The popular impression that only half of our food comes from retail grocery stores is based on food expend iture data. How ever, the U.S. Depa rtment of A gri c u lt ure ’s C o ntinuing Survey o f Food In ta k e s by Individu a ls, 1 9 9 4 s how s that 72 percent of the amount of food (measured in grams) consumed by A mericans com e s fr om g ro c e ry s to re s . Usin g c lu s te r an a ly sis, w e g rou p ed consumers based on where they obtained their food and found that half were “Hom e Cookers”—purchasing 93 percent of their food from grocery stores. By comparison, the “High Service” consumers, which represented 10 percent of the sample, purchased 43 percent of their food from restaurants. This research quantifies the different shopping behaviors exhibited by groups of people in the United States and discusses some of the demographic differences among the clusters. The results are of interest to cons umers, nutrition couns elors, food retailers, and policymakers who deal with retail food, low-income diets, or food safety. A n d rea Carlson, Ph D U.S. Department of Agriculture Center for Nutrition Policy and Promotion Jean Kinsey, PhD University of Minnesota Carmel Nadav, PhD Venturi Technology Partners n economic analysis of consumer behavio r, substit uting expe nditure for quantity is a common practice. For example, expenditure is often sub- stituted for quantity when estimating the percentage change in the amount consumed when income changes by 1 percent (Engel function). This sub- stitution is often used because expenditure data rather than quantity are more frequently available. And from a busin ess pers pectiv e, expe nditu res are more closely related to sales—the indicator (or metric) most used by busin esses t o measur e demand fo r their produc ts. Trac king con sumers ’ food consumption behavior with expenditure data is no exception: the percentage of income spent on food is a common measure of economic well-being both for individual households and for nations. The percentage of personal disposable income spent on food by American consumers decreased from 25 to 11 percent between 1960 and 1997 (Putnam & Allshouse, 1996). The composition of those expenditures changed noticeably, with a decreasing proportion of each food dollar being spent on food from a retail food store called “food at home.” Food-away-from-home expenditures, according to the food service and restaurant sector, grew from 26 to 45 percen t of each food d ollar bet ween 1960 and 1994; by the end of 1995, the amount reached 47 percent (Putnam & Allshouse, 1996). In recent years, expenditures on food away from home have approached 50 percent (Putnam & Allshouse, 1996). The rapid rise in food-away-from-home expenditures is reflected in another metric: the high growth in sales at commercial food service establishments relative to the growth in sales in retail food stores. Between 1987 and 1999, inflation-adjusted sales in eating and drinking establishments grew an average of 2.2 percent; similar sales in I

Cluster Analysis Aplikasi 3

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