Japanese consumer segmentation based on general self-efficacy psychographics data collected in a phytonutrient supplement study: Influence on health behaviors, well-being, product involvement and liking

Abstract

Segmentation based on psychographics data is a relatively new topic and one of the current trends of consumer research within the sensory and consumer research fields. In this paper, Japanese consumer segmentation was conducted based on General self-efficacy (GSE) self-assessment collected in a phytonutrient supplement study. The aim of this study was to understand the influence of GSE on self-reported health behaviors, well-being, and product involvement and liking. The product tested was a 3-tablet phytonutrient supplement, 2 of each to be taken twice daily for 5 days; n = 206 vitamin mineral supplement (VMS) users participated in the study. The agglomerative hierarchical clustering method was used in the segmentation. Two clusters were identified that distinguished those with higher vs lower GSE. Results indicate those with higher GSE have a higher overall sense of well-being, are more actively looking for products and services that help them live a healthy lifestyle and are more involved with the product (phytonutrient tablets). Those with higher GSE also tend to rate the product more favorably on Overall Liking. These findings extend our understanding of GSE and the influential role of psychographics on responses for the phytonutrient supplement category. Further, these results suggest future efforts to increase GSE may help increase involvement and engagement with the category toward quality-of-life improvement.