Motivation-based segmentation of local food in urban cities

Abstract

Purpose The purpose of this paper is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers’ motivation using decision segmentation analysis (DSA). Design/methodology/approach DSA was used as advanced segmentation procedure of hierarchy value maps (HVMs) produced by MEC analysis. Findings The findings suggest that there are two main segments of local food consumers in urban Indonesia: value-for-money and health benefits. The value-for-money segment is dominant when making local food purchasing. Research limitations/implications This study sample is not representative of local food consumers in urban Indonesia as only three urban cities were interviewed. Practical implications An understanding of the motivation-based segmentation of local food in urban cities is a useful tool in order to reinforce and attract local food consumers to consume more locally grown food. Originality/value This study reveals the motivation-based segmentation of local food in urban cities in Indonesia.