Consumer Market Segments Research Articles

Exploring the customer perceived value of online grocery shopping: a cross-sectional study of Korean and Chinese consumers using Means-End Chain theory

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers’ online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process’s implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers’ value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.

Use of distinct projective techniques in investigating participants' perception of a clean label dairy product: A study on the presence of additives/stabilizers in Ultra high temperature processing milk's label in Brazil

AbstractUsing an online questionnaire, the perception of additives/stabilizers in ultra‐high temperature (UHT) milk was investigated using different projective techniques. Clustering data on the Food Choice Questionnaire (FCQ) identified two groups of participants, Moderates and Judicious, with the latter assigning significantly higher agreement scores for all FCQ items. In the Word Association task, clean label UHT milk was more associated with “Nutrients and Constituents” by the Moderates and less by the Judicious, suggesting that for part of the interviewed participants, the absence of stabilizers increases the general quality of the product. In the Product Personality Profiling task, the same product was related to “young people” and a “balanced diet” by the Moderates. At the same time, the Judicious was designed for a stereotype of healthy living. Finally, the methodologies used provide valuable insights into the dairy sector, holistically highlighting the nuances in consumer preferences and expectations, offering a significant strategic opportunity for developing and promoting new clean‐label products in the segment.Practical ApplicationInvestigating consumer perceptions regarding the absence of additives offers valuable insights for marketing strategies and product development aimed at different consumer market segments, especially the dairy sector, and contributes to consumer psychology and behavioral research. At the same time, the food industry can use these findings to improve attribute communication, build consumer confidence, and adapt products to identified preferences, reflecting a practical intersection between academia and the industry.

Consumer Segmentation and Market Analysis for Sustainable Marketing Strategy of Electric Vehicles in the Philippines

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included “Not Capable at All” to “Highly Capable” individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development.

Mapping Sustainable Marketing Using Bibliometric Analysis

Research on sustainable marketing is mapped using bibliometric analysis, which offers a thorough picture of the field's current condition and future directions. By means of bibliometric analysis using VosViewer and the collection of 1.385 articles, the study indicates a noteworthy increase in publications and citations concerning the subject matter during the last ten years. Several important clusters actively studying Sustainable Marketing, including sustainable consumer behavior, sustainability orientation, consumption patterns, market segmentation, and stakeholder roles, were found through analysis of author collaboration patterns. "Sustainable marketing research" is the core research area, and the bibliometric network visualization displays the essential terms and relationships between concepts. Though less thoroughly, subjects including customer capital, sustainable management, sustainable business, and digital marketing were also covered. This article's bibliometric analysis reveals some intriguing mapping findings. Collaboration in research articles is revealed by the author's analysis. The report also presents the findings from studies on sustainable consumer behavior. The study method on consumer sustainability challenges, including customer capital, spending, and behavior, is outlined by the bibliometric analysis. Bibliometric analysis, thus, offers a mapping of sustainability research, particularly in terms of offering significant insights on specific sustainability challenges like consumer difficulties.

Safe, sustainable, and nutritious food labels: A market segmentation of fresh vegetables consumers

Food labels can help consumers make choices by providing information regarding the nutritional content, food safety, and environmental footprint of a product. As the number of food labels in the marketplace increases, and so does the information overload, food retailers are continuously challenged to assess consumers' choices for labels. In addition, consumer heterogeneity and changing regulations and demand have yielded inconsistent findings on consumers’ preferences for food labels. This study used a three-step approach to identify the market segments of fresh vegetables (FVs) consumers based on their preferences for a comprehensive list of labels conveying food safety, nutritional benefits, and pro-environmental attributes. A principal component analysis yielded three factors that grouped FVs labels. The cluster analysis yielded four segments of consumers that were identified with statistically different concerns and priorities. The Label Conscious highly valued all the food safety, nutritional, and pro-environmental labels when buying fresh vegetables, the Wellness Enthusiasts mainly valued nutritional and pro-environmental labels, the Safe Veggies searched for FVs that are free of harmful chemicals with a focus on traceability and safety inspections, and the DIYers reported the lowest valuation for all food labels, especially those conveying FVs are pre-washed and ready-to-eat. Lastly, a multinomial probit model showed that cluster membership was driven by education, consumption of FVs, information sources, and perceptions. Findings can help policymakers, researchers, and retailers tailor food labels more effectively when marketing FVs to specific consumer segments.

육류대체식품의 소비자 선호 및 시장세분화

육류대체식품의 소비자 선호 및 시장세분화

Profiling consumers’ online shopping and following social media influencers behaviors

In order to develop effective digital marketing strategies, this study explores how demographic factors may affect consumers’ online shopping and following social media influencers behaviors. Market segmentation theory and consumer demographics theory provide the theoretical foundation for this study. By analyzing survey data collected from 6,034 U.S. adults with decision tree analysis, there are a number of significant findings. First, educational level, income, and age category are the important predictors for consumers’ buying things online using a desktop or laptop computer behavior. Second, age category, geographic location (urban, suburban, rural) are the predictors for consumers’ buying things online using a smartphone behavior. Third, educational level, age, and geographic location are the predictors for consumers’ preferring online shopping over in-store shopping behavior. Fourth, age category and race-ethnicity are the predictors for following social media influencers behavior. Fifth, gender and age category are the predictors for purchasing something after seeing an influencer’s posts behavior. Finally, age category and gender are the predictors for purchase decisions getting impacted by influencers. The results provide valuable insights about consumer behaviors online, market segmentation, and influencer marketing strategies.

A Narrative Review of LGBTQ+ Marketing Scholarship

Marketing research on LGBTQ+ people has increased over the past two decades, entering mainstream marketing discourse – aligning with greater societal acceptance. This paper provides a contemporary review of marketing scholarship on LGBTQ+ communities published in Q1, and Q2 ranked Scimago marketing journals. Taking a social justice lens, this review examined whose voices were represented and how those voices were represented. The finding suggests samples studied were skewed towards heterosexual samples and those from the Global North. Where LGBTQ+ samples have been included, these were predominantly gay men. Three theoretical perspectives were adopted: attitudes and identity, meaning and interpretation and critical perspectives. In addition, the focus of the studies centred on four main themes: LGBTQ+ imagery in advertising, consumer behaviour of LGBTQ+ people, brand positioning and LGBTQ+ as a consumer market segment. Based on the findings, future scholarship should consider nuancing the multidimensional nature of the LGBTQ+ markets and investigates LGBTQ+ consumers as individuals with real and unique needs in their own rights.

Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.

Analisis Faktor Pribadi Konsumen sebagai Pengaruh Perilaku Belanja Daring Produk Sayur Organik melalui Platform Digital Marketing

This research aims to analyze the influence of consumer personal factors which include gender, age, education, finances, and employment on buying interest and factual purchases of organic vegetables as well as analyzing the organic vegetable market segment by examining the characteristics of consumers who buy organic vegetables online in Palembang to become as a recommendation for marketing strategies for organic vegetables. The subjects were consumers who bought organic vegetables online at 20 shops that provided online purchases which was 200 respondents in total. The analytical method is K-Means Cluster analysis with the help of the SPPS 27 program and PLS 3.2 Structural Equation Modeling (SEM) analysis. The results show that there is a significant or positive influence of age, education, financial and employment factors on personal factors, and overall personal factors have a significant influence on purchase intention and factual purchases. The consumer market segmentation for organic vegetable products is consumers in productive age, 21 to 60 years old, highly educated, and work as private employees, entrepreneurs, and civil servants and from Palembangese, Javanese, Sundanese, and Malay origins, having a total income of IDR. 2–5 million in range. Moreover, this research is expected to be applied by online organic vegetable sellers to reach bigger market especially to those located in Palembang.

Metaverse Servicescape: Emotional Response to Virtual Retail Design

The highly anticipated global Metaverse market presents a burgeoning arena, particularly in shopping and retail. While physical retail environments have long emphasized the details of exterior and interior servicescape design, the shift to online shopping raises questions about applying these traditional retail principles to the Metaverse setting. This research adopts conjoint analysis to delve into the potential of localized Metaverse retail design by merging consumer emotions, market segmentation, and innovative retail technologies. Using the Pleasure, Arousal, Dominance (PAD) model, we examine Metaverse servicescape attributes, based on real-world counterparts, application in segmenting store design based on consumer preferences. Like in physical retailing cases, music, crowding, and noise are the most influential Metaverse attributes affecting consumer emotion. However, three different clusters emerged according to their emotional responses. Our experiment reveals that Metaverse servicescape attributes may evoke emotional responses akin to their physical counterparts while offering a valuable opportunity for customization that better satisfies market segments. Insights are offered for retailers navigating the dynamic Metaverse landscape, where personalization and localization are now more affordable and where multiple store designs can coexist in digital form—reaching larger markets.

Green Marketing and Greenwashing in Poland and France, a Comparison of Consumer Reactions

Abstract Purpose The human influence on the environment and its protection are subjects of marketing communication, and numerous regulations were issued to control the “green” messages. The popularity of such practices makes it essential to compare the reactions to green marketing and greenwashing in two European societies and to check how “green” awareness of European consumers translates into behavior. Design/method/approach The review of literature and decisions regulating green marketing is followed by a CAWI study of the French and Polish young consumers ecological attitudes, intentions, and behaviors. ANOVA and linear regression methods were used to analyze data. Findings The French young consumers are more pro-environmentally focused than Poles and display more robust skepticism toward sustainable claims. The Poles, more than the French, focus on the products' primary functions. Both groups show higher levels of spontaneous awareness of greenwashing than average consumers in those two countries. Our hypotheses about relationships of ecological attitudes with purchase intentions and behavior were supported. Surprisingly, there was a negative relation between French nationality and environmental behaviors. Originality/Value There is a regional market segment of European consumers from Generation Z who react similarly to green marketing claims and reject the greenwashing actions. They are highly environmentally aware, but the relationships between their eco-attitudes and behaviors, albeit significant, are weak. Practical implications The marketers aiming their activity at the young customer segment should not expect an immediate influence of ecological attitudes on behaviors. This market segment can instead become a powerful influencing group among their societies.

Improving the technology of dry mixes for craft flour confectionery products

The purpose of the work is the scientific substantiation and development of the optimal recipe and technology for the production of a dry powder mixture for muffins using functional ingredients to better meet the needs of consumers in the range and quality of flour confectionery products. Standard methods of analysis were used for research. The quality of finished food products was controlled by physicochemical parameters and calculation of nutritional value. The results of experimental studies were subjected to statistical processing using standard Microsoft Office software packages. The relevance of creating and improving the technology of dry mixes for the production of low-calorie muffins with functional ingredients is substantiated in the work. This will allow to embrace a bigger market segment of consumers. Recipes for muffins based on a dry mixture were developed and a number of physico-chemical quality indicators were determined, nutritional and energy values were calculated. It has been established that the use of carob and sweetener in muffin recipes has a significant effect on the properties of the dough and its quality, especially on density and moisture. With a 10 % share of carob in the dry mixture, the moisture content of the finished dough decreases by 4.7 % relative to the control, and in the sample with 15 % of carob, it increases by 0.29 %. The density of the dough prepared on the basis of a dry mixture with the addition of 10...15 % carob increases compared to the control (1.108 g/cm3) by 0.276...0294 g/cm3. Ready-made muffins made on the basis of a dry mixture with carob and sweetener have a 4.7–9.5 % higher flow-up index compared to the control sample. It was determined that under the conditions of 10 and 15 % dosage of carob in the dry mix, the moisture content of finished products increases by 2.53...6.56 % compared to the control sample with sugar and cocoa. In the samples of muffins prepared on the basis of a dry mixture with carob and sweetener, an increase in wettability was noted – 129.8...135.38 % against 122.8 % in the control, and porosity – 53.85...59.4 % against 45.8 %, respectively. Ready-made muffins prepared on the basis of a dry mixture with carob and sweetener have an energy value lower than the control sample by 18.7...19.6 %. Implementation of the proposed technology will allow to expand the assortment of flour confectionery products with increased biological value to enable producer provide sufficient impact upon final consumer.

Towards Sustainable Consumption: Consumer Behavior and Market Segmentation in the Second-Hand Clothing Industry

Towards Sustainable Consumption: Consumer Behavior and Market Segmentation in the Second-Hand Clothing Industry

A Study on Chinese Consumer Market Segmentation by DMA: Focusing on Consumer Behavior and Choice Attributes for Korean Automobiles

A Study on Chinese Consumer Market Segmentation by DMA: Focusing on Consumer Behavior and Choice Attributes for Korean Automobiles

What we do know and don’t know about marketing communications on mature consumers

PurposeGiven the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.Design/methodology/approachA synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.FindingsThree existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.Research limitations/implicationsRecognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.Practical implicationsIn practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.Originality/valueThis synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

Unravelling Consumer Preferences and Segments: Implications for Pakistan’s Mandarin Industry Development through Market Relocation

Rising food security and safety concerns in developing countries have highlighted the importance of establishing efficient and dependable food distribution systems, which necessitate a thorough understanding of consumers and their needs. Thus, this study unravels consumer segments, their preferences, and socio-economic composition so that stakeholders in Pakistan’s mandarin (locally known as Kinnow) industry can improve their practices and supply consumers’ desired quality. Primary data were collected through an intercept survey of 540 mandarin consumers in four major cities of Pakistan. Collected data were subjected to hierarchical cluster analysis, Mean ANOVA, and Post-Hoc tests for consumer segmentation and profiling. The study classified consumers into three groups: ‘value seekers’ (45.74%), ‘Kinnow lovers’ (26.85%), and ‘perfectionists’ (27.41%) related to their choice of various attributes of fresh mandarin fruits. The three segments significantly differed in their preferences for quality attributes, consumption and purchase preferences, and socio-economic composition. The study highlights the implications of understanding consumer preferences and market segmentation for private and public stakeholders in the mandarin industry. The existence of consumer segments with distinct quality preferences urges value chain actors to upgrade and align their practices with consumer requirements. The study findings provide insights for deciding relevant crop/cultivar mix with due consideration to geographically distinct consumer segments and land suitability. The findings may also be useful to relevant public-sector institutions in developing policies and programs for the development of the horticultural industries in Pakistan.

Justification of consumer market segmentation as a mandatory tool of strategic marketing

The object of research is the theoretical aspects of consumer market segmentation and its role in strategic marketing. Ukrainian enterprises try to use and carry out various measures to increase the competitiveness of products, actively using methods of internal planning and management based on the principles of strategic marketing. One of the tools for developing a marketing plan in strategic marketing is segmentation. However, the content of strategic marketing is debatable; there is no unambiguous comprehensive approach, according to which consumer market segmentation is carried out. Thus, the development of methodological principles of segmentation of the consumer market, as a mandatory tool of strategic marketing, is an objective and urgent necessity. This determines the topic of this study. The work highlights the features of segmentation of the consumer market. It is emphasized that in modern conditions the segmentation of the consumer market is a mandatory tool of strategic marketing. The principles that must be used in order to segment the consumer market are proposed. Researched that segmentation of the consumer market should be carried out according to the following characteristics: geographical, industry, functional purpose of products, importance of consumers, forms of ownership. Stages of segmentation of the enterprise's consumer market have been developed. A number of measures in strategic marketing are proposed, which will allow a comprehensive approach to the development of the company's marketing plan, namely: development of a drink different from those presented on the market; development of an effective advertising campaign, which will be directed to a certain group of consumers; it is recommended to pay special attention to the development of the product name.

Exploring Identifiers in the Luxury Consumer Segment – an Indian Perspective

Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context. Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ). Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks. Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market. Originality Value: The paper synthesizes and integrates existing luxury literature, secondary data on Indian luxury markets and classical segmentation theory to add value to analysing luxury segments in the unique cultural context of India

Attributes of insect food acceptance: Identifying key factors with consumer market segmentation

This study examined the attributes of insect food acceptance and identified consumer market segmentation of insect food in South Korea. The results revealed that sanitariness is most likely to be significant when choosing insect food, followed by food safety, taste, and freshness. This study further identified two market segments defined by three factors: safety & quality, sensory properties, and nutritional value & cost. These were termed high- and low-entomophagy-interest groups due to the former group scoring higher on all three factors. Furthermore, this study identified sensory properties as the most significant factor for distinguishing between the two groups, followed by nutritional value & cost, then finally safety & quality. The two groups were also distinct in terms of demographic factors such as marital status, education, occupation, and monthly income.