Social Marketing Quarterly

Free nutrition education is available to most lowincome individuals including Food Stamp program participants, but few avail themselves of the opportunity. The primary objective of this study was audience segmentation based on perceived barriers to participation in free nutrition education (product, price, and place) among 3,659 low-income individuals in Oklahoma. Six market segments were identified through a cluster analysis of 12 perceived barriers. The market segments were: Few Barriers, Low Interest, Childcare, Know the Topic, Transportation, and Multiple Barriers. We conclude with an examination of the demographic composition of the market segments. Based on a judgment of their reachability and responsiveness, little effort should be expended to attempt to attract the Low Interest and Multiple Barriers segments, because the former is not interested in the product and the latter perceive too many impediments for engaging in the behavior. We recommend specific program changes to attract participation in nutrition education among the approximately twothirds of the population that comprise the Few Barriers, Childcare, Know the Topic, and Transportation segments.