Abstract
Segmentation has been frequently used to study individual consumer behavior against its preference. Consumer preferences indicate consumer requirements for a product. This study aims to analyze consumer preferences based on gender segmentation (male and female) and age segmentation (adolescents, adults, and elderl y). Consumer preferences wer e studied based on three aspects, namely functionality, usability, and pleasure that are applied to food products. Respondents consisted of 225 consumers of ice cream products. Crosstab analysis was used to describe consumer preferences, while chi-square test was applied to analyse the difference of consumer preference based on predetermined segmentation. The result showed that there was no significant difference for male and female consumer preferences for three aspects. Furthermore, on the attributes of taste (functionality), shape (usability) and appearance (pleasure) there were significant differences. Based on the age segmentation there were differences in consumer preferences for aspects of functionality and pleasure. Howe ver, we also found that there was no significant difference in product attributes of those aspects, except for the colour attribute. Different consumer preferences obtained in different segments can be used as a reference to customer requirements for design ing customized products. Ultimately, the products can be tailored to consumer preferences in each segment.
Highlights
Market segmentation was done to determine the right target consumers
The results of crosstab analysis were used to describe the attributes that consumers want on ice cream products based on gender and age segmentation
While the results of chi-square analysis used to determine whether there was a significant difference to consumer preferences based on gender and age segmentation, on aspects and attributes that consumers want in ice cream products
Summary
Demographic segmentation are age, gender, and income; geographic segmentation are country, region, and city; psychographic segmentation are values adopted by consumers and lifestyles; and behavioural segmentation is consumer behaviour towards a product. The segmentation studied is demographic segmentation based on gender and age segments to analyse differences in consumer preferences for food products, especially ice cream products. The results of this study indicate that there are differences in consumer preferences both on the gender segment and age segment to the sensory properties of wine products. Lifestyle segmentation is used by [3] to examine consumption patterns of local and organic food. Segmentation based on psychographic segmentation is done by [4] to examine the effects of food neo-phobia (avoid new foods) to the acceptance of new foods
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