Consumer Segments Research Articles

Integrating Qualitative and Quantitative Approaches: The Impact of AI Design on Consumer Perception and Buying Behavior in the FMCG Sector

The motivation behind this examination is to explore the relationship between AI designs, consumer perception, consumer buying behaviour, and consumer literacy in Pakistan's fast-moving consumer goods (FMCG). To apply ethnography to research the consumer’s buying behaviour in the context of AI designs in the FMCG Sector. This study used the mixed-method approach, a quantitative exploration plan and utilised a survey method to collect data from 250 FMCG sector consumers in Lahore via an online self-administered survey. The paper applied SEM to examine the hypotheses and analyze the data. The qualitative portion used eight in-depth semi-structured interviews for data collection. The paper found that AI designs affected consumer perception (CP), consumer perception (CP) affected by consumer buying behaviour (CBB), and CP intervened in the impact of AI designs on CBB. Consumer literacy (CL) is moderated between consumer perception (CP) and consumer buying behaviour (CBB). The findings also reveal the positive impact of AI on consumer buying behaviour, through individual perspectives. The study adds to the works on the link between AI designs, CP, CBB, and CL in the FMCG business. It gives experimental proof to help the hypotheses that AI designs influence CP, CP influences CBB, and CP explains the impact of AI designs on CBB, CL moderated between CP and CBB. AI designs can enhance consumer perception and buying behaviour of FMCG products, leading to higher market performance and customer satisfaction. FMCG companies can use AI to innovate, customize, and educate their products and services for different consumer segments. The research aims to identify the association between AI designs, CP, CBB and CL in the FMCG industry. It offers an original viewpoint on how AI designs can improve CP, how CP can prompt CBB, and how consumer literacy is moderated between CP and CBB in the fast-moving consumer goods business.

Market Basket Analysis

Abstract: Market Basket analysis is a technique applied by retailers to understand customer’s shopping behaviour from their stores. The result of the effective analysis may improve supplier’s profitability, quality of service and customer satisfaction. The purpose of this project is to make use of anonymized data on customers’ transactional orders to focus on descriptive analysis on the customer purchase patterns, items which are bought together and units that are highly purchased from the store to facilitate reordering and maintaining adequate product stock. Market Basket Analysis is an important aspect of a retail organization's analytical framework for deciding where products should be placed and developing sales promotions for various segments of consumers to increase customer loyalty and, as a result, benefit. Market Basket Analysis is a data mining technique that can be used in various fields, such as marketing and etc. The frequent itemsets are mined from the database using the Apriori algorithm and then the association rules are generated. The project will assist supermarket managers in determining the relationship between the items that their customers purchase.

Sustainable consumption from a domestic food purchasing perspective among Generation Z

The relevance of the study is the global consumer trend towards sustainability. Sustainable consumption has positive environmental, social, and economic impacts, which makes it a key issue in the context of food consumption. Preference for regional, and domestic products can significantly support sustainable consumption. The study focused on the demographically and economically important Generation Z from the perspective of sustainable consumption. The main research objective of the study is to analyze the Hungarian food purchasing habits of Generation Z and to segment Generation Z according to the Hungarian food consumption criteria to characterize potential target groups. During the research, qualitative and quantitative data collection was carried out. The study focuses on the presentation of the results of the latter. In the quantitative survey, we conducted a pre-tested standardized questionnaire online survey. Subject recruitment was carried out using a snowball sampling method, resulting in 518 evaluable questionnaires. In a quantitative study, distinct segments of Hungarian food consumers were characterized according to their food consumption preferences. The research also demonstrated that the groups of Generation Z according to Hungarian food consumption preferences differ significantly from each other in terms of their perception of Hungarian food. The research concludes that Generation Z is a group of domestic food consumers with specific characteristics, who could be the main base for sustainable consumption. For those who have not yet developed this motivation, the main reasons are an unsophisticated preference system and a lack of education. Systematic marketing activities aimed at the first component of attitudes are therefore most needed to attract these segments.

Study of Shift in Buying Behaviour of Females from Various Consumer Segments with Respect to Shopping Modes and Importance Given to Specified Parameters while Buying Daily Requirements

Factors influencing Consumer buying behaviour are numerous and are studied by many researchers. This particular research is with refence to temporary and permanent changes which have happened in the buying behaviour of customers post covid pandemic. It specifically includes the study of factors which are considered by consumers while buying various daily needs and the parameters based on which these consumers decide whether to buy online or offline? Findings of this research will help online and offline retailers to modify their offering according to customer needs.

Exploring Pijuayo (Bactris gasipaes) Pulp and Peel Flours as Fat Replacers in Burgers: A Multivariate Study on Physicochemical and Sensory Traits.

Meat products are known for their lipid profile rich in saturated fats and cholesterol, and also for the formation of oxidation compounds; therefore, a reduction in animal fat may result in a product less harmful to health. Pijuayo is an Amazon fruit known for its nutritional properties, such as its fiber and lipid content. For these reasons, it is an attractive fruit to replace animal fat in meat products. The present work used pijuayo pulp and peel flours to partially replace animal fat in beef-based burgers at 25% and 50% levels, considering sensory and physicochemical outcomes evaluated by Principal Component Analysis (PCA), Correspondence Analysis (CA) and Multiple Factor Analysis (MFA). Pijuayo flour affected the physicochemical characteristics evaluated by PCA, where the samples with greater fat replacement were characterized by a high carbohydrate content and instrumental yellowness. The minimal fat replacement did not abruptly affect the PCA's instrumental texture and color, proximal composition, yield properties, and lipid oxidation. The overall liking was greater in the 25% fat reduction treatments, even greater than the control, in which positive sensory attributes for liking were highlighted for those treatments. A small segment of consumers (11% of total consumers) preferred the treatment with greater replacement of fat with pijuayo peel flour, which these consumers tended to characterize as seasoned. However, this treatment had the lowest liking. The MFA showed that the sensory characteristics tender and tasty were strongly correlated with overall liking and were highlighted in the samples of 25% fat reduction, suggesting that the pijuayo improves the tenderness and flavor of reduced-fat burgers. Other inclusion levels between 25% and 50% of fat replacement could be explored, and optimization studies are needed. In addition, the sensory characteristics and flavor-enhancing compounds of the fruit, as well as the nutritional aspects of the inclusion of pijuayo, should be studied, such as the fatty acid profile. These characteristics will be informative to explore pijuayo as a fat replacer at a pilot scale and industrial scale.

Value seeking, health-conscious or sustainability-concerned? Profiling fruit and vegetable consumers in Euro-Mediterranean countries

PurposeThe aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.Design/methodology/approachA structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.FindingsIn each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.Originality/valueThe food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.

Chocolates enriched with seaweed: Emotional data and its combination with sensory data for products profiling and consumer segmentation

Sensory and emotional profiling by consumers are tools used by scientists and companies to get a deeper level of understanding about product experiences and the variables which drive and motivate food choice. The work described in this publication is part of a broader study which aimed the development of three different types of chocolate enriched with seaweeds and its characterization for potential use in gastronomy by outlining their sensory profiles (results already published) and exploring product elicited emotion. Through binary logistic regression models, two different product-characterization and consumer segmentation profile were developed, one emotional profiles, and one combined sensory and emotional profile. Results show that the less familiar samples (described with sensory attributes unusual to chocolate, such as astringent, marine/ocean smell and vegetable flavour notes) are linked to emotional states associated with higher levels of arousal (as stimulated, adventurous, disgusted, and not being calm); whereas the most familiar sample tends to distance itself from active emotion dimensions (stimulated and enthusiastic) and is linked to emotions distant from the arousal pole (as satisfied). By complementing hedonic and sensory data with emotional variables, it was possible to attain a more detailed differentiation of products, which was further enhanced by the consumer-segmentation profiles. Several emotional associations linked to acceptability were uncovered – as good, satisfied, enthusiastic, or stimulated –, with satisfied appearing to be particularly discriminating among consumer-segments exhibiting larger between-segment discrepancies in liking.This study provides interesting insights for product development which can be useful to align products with the brand message and define possible marketing strategies.

Роль пропионовокислых бактерий в формировании органолептических показателей сыров

Cheeses with unconventional taste properties are currently very popular among various segments of consumers. Taste is the fundamental of sensory evaluation; it determines the consumers’ choice and buying decision. The sensory profile of cheese develops as a result of enzymatic processes during maturation, which are initiated by the starter culture microflora. These biochemical processes and their intensity depend on the species and strain composition of starter cultures. Propionic acid bacteria affect enzymatic processes during maturation. As a result, the cheese accumulates a wide range of flavor compounds that give it a characteristic taste, aroma, consistency, and pattern. Taste assessment methods rely on the correlation between volatile compounds and sensory properties. They reveal the taste complexity and variability of different brands of cheeses with propionic acid bacteria. These methods improve the taste profile and quality of cheeses during storage.

Morphological characterization of indigenous potato (Solanum tuberosum) genotypes

Potato (Solanum tuberosum L.) is the most important non-grained food and vegetable crop lauded for its nutritional and health benefits. Identifying any new potato genotype primarily depends on its morphological traits, including vegetative, floral and tuber parameters. The present study was carried out during 2020–21 and 2021–22 at the research farm of ICAR-Central Potato Research Institute, regional station, Modipuram, Uttar Pradesh and at ICAR-Central Potato Research Institute, Kufri-Fagu unit, Himachal Pradesh (for floral traits) to evaluate the potato genotypes for vegetative and tuber traits. The experiment was laid out in a randomized complete block design (RCBD) with three replications. Total of 64 indigenous potato genotypes were characterized for 51 morphological traits for distinctiveness, uniformity and stability (DUS) test guidelines. For all traits, there was a high degree of variability between genotypes. Early maturing varieties are preferred owing to their suitability to fit into the potato-wheat (Triticum aestivum L.)- paddy (Oryza sativa L.) cropping system. Most genotypes were either early or medium maturing based on foliage senescence. High variability was observed for tuber shape, i.e. genotypes bearing flattened, round, ovoid, oblong, long-oblong and reniform-shaped tubers were available. Tuber skin and flesh colour determining consumer preference depicted variability from whitish cream to dark purple-black skinned tubers. Novel genotypes bearing variegated tuber flesh with a niche market of specific consumer segments were noticed in genotypes Red flesh, Bareilly red, DRR Blue, Badami aloo and Kala aloo. Moreover, the results obtained from the present investigation indicated that the description of 64 indigenous potato genotypes based on notes can be used as a reference for the protection of new varieties under the Protection of Plant Varieties and Farmers Right Act (PPV&FRA) rules as well as a comparison against new candidate varieties.

Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising

This paper investigates the influence of Autonomous Sensory Meridian Response (ASMR) elements in advertising on consumer attitudes. Through three experimental studies, we assess the impact of ASMR on attitudes toward ads and brands across hedonic and utilitarian product categories, and for known and unknown brands. Our findings reveal a generally negative effect of ASMR on ad attitudes among the wider population but identify a positive impact among those who experience ASMR's physiological sensations, as serially mediated through physiological and emotional responses. Notably, negative brand attitudes were observed only with unknown brands. This research underscores the nuanced role of ASMR in advertising, highlighting the potential for positive effects within a specific consumer segment, while cautioning against its broader application.

CONSUMER PERCEPTIONS AND PURCHASING TRENDS OF ECO-FRIENDLY TEXTILE PRODUCTS IN THE U.S. MARKET

The textile industry is undergoing a remarkable transformation due to the global push towards sustainability. This research explores consumer perceptions and purchasing trends regarding eco-friendly textile products in the U.S. market. A structured survey was conducted among 1,000 adult U.S. consumers to identify key factors influencing purchasing decisions and provide insights into the textile industry. The findings reveal broadly positive consumer perceptions of eco-friendly textiles, driven by environmental awareness, social responsibility, and health considerations. However, challenges remain regarding affordability and availability, limiting widespread adoption. Different consumer segments—Green Enthusiasts, Pragmatic Purchasers, and Skeptical Shoppers—require tailored strategies to address their unique preferences and barriers. Recommendations include investing in sustainable supply chains to reduce production costs, collaborating with certification bodies to build consumer trust, and leveraging digital platforms for consumer education. Future research directions include exploring shifts in sustainability perceptions due to COVID-19, comparative studies across generations, and global market analysis to uncover cultural influences on sustainable fashion.

Consumer sentiment of the regional youth

In today’s rapidly developing world, young people play an important role in the segment of active consumers of goods and services. Their behaviour in the consumer market is formed under the influence of subjective moods, ideas, assessments, and expectations. The purpose of this work is to study the state and dynamics of consumer sentiment among young people in the Vologda region using the results of public opinion monitoring and using the index method of processing sociological information. The results of the study showed that the consumer behaviour of young people has a number of specific characteristics: rationality, responsiveness to new products, spontaneity, desire to follow fashion, status. The formation of various consumption models and practices among representatives of the younger generation is largely determined by consumer sentiment. During the measurement period, young people’s assessments were dominated by negative characteristics of their financial situation, opportunities for purchasing goods and services, current economic situation and prospects for its further development. The unfavorable consumer sentiment of the youth significantly deforms its typical features of consumer behaviour, hinders the formation of modern consumer practices and the development of the regional consumer market in accordance with new all-Russian and global trends. Improving the consumer sentiment of young people is directly related to enhancement of the state’s youth and economic policies aimed at improving the socio-economic situation of young members of the Russian society and creating sufficient guarantees for young citizens to exercise their rights and freedoms.

СОВРЕМЕННЫЕ ПОДХОДЫ К ТРАНСФОРМАЦИИ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ РАБОТНИКОВ УГОЛЬНОЙ ОТРАСЛИ НА РЫНКЕ МЕДИЦИНСКИХ И ФАРМАЦЕВТИЧЕСКИХ ТОВАРОВ И УСЛУГ

In modern conditions, for pharmacy, as an integral part of healthcare, new concepts and technologies of pharmaceutical services and, in general, pharmaceutical care, aimed at consumers of medicines of different categories and professional groups, have become a powerful incentive for further development. Important importance in working with consumers of medical and pharmaceutical goods and services is attached to marketing research of consumer behavior; the study of preferences in the selection of goods factors influencing the decision to purchase. Of particular importance is the consumer behavior of modern pharmacy customers, which is changing due to an imbalance between the state of the pharmacy system's customer base and existing methods of customer counseling. There is a need to focus on different segments of consumers, each of which requires specific client technologies that contribute to the transformation of consumer behavior from "standard" to individual, corresponding to the status, mentality, financial capabilities, level of information literacy, typology of the buyer. Studying the assessments and opinions of respondents helps to identify patterns in consumer behavior and makes it possible to develop a more thoughtful strategy for information and advisory work with employees of the coal industry, paying special attention to issues of pharmaceutical consulting, information, attentive service, the use of new forms and methods of work that would increase consumer interest in purchasing effective and safe medicines. The consumer's decision-making process is considered, as a rule, as part of the following stages: consumer awareness of the problem, information search, evaluation and selection of purchase alternatives, purchase, use of purchase and evaluation of the solution. The factors of consumer behavior or purchasing decisions in relation to the buyer are conditionally divided into internal and external. Pharmaceutical organizations that sell medicines seek to influence consumer behavior by building their activities based on the concept of marketing. Knowledge of the basics of marketing is necessary to manage consumer behavior in the market.

Cultivating change in food consumption practices: The reception of the social representation of alternative proteins by consumers

This article is concerned with the dynamics of change in protein consumption practices from the perspective of the consumer. It is based on a model, informed by social representation theory, that aims to understand the role played by various types of representation of alternative proteins in the process of changing food consumption practices. It discusses the reception, by consumers, of the representations associated with alternative proteins on Instagram. Methodologically, three focus groups were organized with different consumer segments (omnivorous, flexitarian and vegetarian and vegan consumers), as well as seven individual interviews. Participants were submitted to the social representations of alternative proteins, and visual stimuli from social media were mobilized for this purpose. Results show that the publications which boast the environmental, animal welfare or health attributes of alternative proteins generally contribute to the cultivation of new elements of practices. While this kind of publications is essential to help consumers question their established practices linked to meat and dairy consumption, they can also generate a critical reception that is not conducive to change, making them a double-edge sword. Publications that relate to the representations involved in daily food consumption proteins (e.g. that alternative proteins are versatile and crowd-pleasing) emerge as being safer in terms of reception, although as standalone they may not be able to achieve a deep level of change in food consumption practices. The results of this study show the importance of deploying a diverse communication strategy about alternative proteins that appeal to a variety of consumer segments.

Acceptance of 3D printed foods among senior consumers in Japan

The soft texture and customizable nutrient composition of 3D printed foods hold promise for sustainable food supply and health promotion. This study focuses on their potential in dietary management for senior consumers, emphasizing the crucial aspects of food enjoyment and nutritional adequacy. Employing structural equation modeling and cluster analysis, this study aims to analyze factors influencing acceptance and profile consumer segments among senior consumers in Japan. Findings highlight the significance of consumers' environmental consciousness, which, mediated by perception of usefulness, plays a pivotal role in fostering acceptance of 3D printed food products. We also demonstrated that trend-sensitivity influences the willingness to purchase 3D printed foods through the mediation of awareness of 3D printing technology and perceived usefulness, suggesting that these factors might significantly affect purchase intention. This consistently appeared in the profiles of consumers exhibiting a relatively strong willingness to purchase 3D printed foods. The study elucidates factors and consumer profiles influencing the acceptance of 3D printed foods among senior consumers, providing crucial insights for the adoption of novel food technologies.

Promotion Hurts Brand Personality and Consumer Responses

This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.

Impact of financial literacy on consumer financial behavior: A systematic review and research agenda using TCCM framework

AbstractThe primary objective of this study is to investigate the impact of financial literacy on consumer financial behavior through a systematic literature review. While numerous studies have explored this association, there is a lack of a comprehensive analysis that consolidates diverse insights and offers a holistic view. Our study addresses research questions, including the utilization of theoretical frameworks explaining the impact of financial literacy on consumer financial behavior. Also, we explore the diverse contexts encompassing industries, countries, and consumer types, involved in this relationship. We scrutinize the dependent, independent, control, mediating, and moderating variables involved, along with the methodological approaches utilized for assessing the impact. Employing the Theory, Context, Characteristics, and Methodology (TCCM) framework, we systematically analyzed 79 identified papers using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol. The findings highlight the multifaceted factors shaping individuals' financial decisions and behaviors, shedding light on the complex dynamics prevalent across industries, countries, and consumer segments. Our review offers insights into future research directions, advocating the integration of fresh theories and innovative methodologies to enhance existing knowledge. This study significantly contributes to academic understanding and offers valuable guidance for policymakers, businesses, and educators seeking to enhance financial literacy education and shape positive consumer financial behaviors.

Customer Segmentation Through RFM Analysis and K-Means Clustering: Leveraging Data-Driven Insights for Effective Marketing Strategy

Consumer segmentation is a very effective methodology that could enable organizations to gain a deeper comprehension of their consumer base and customize their tactics accordingly in order to cater to their unique requirements. Through the process of categorizing clients according to common attributes, organizations can acquire valuable knowledge regarding their requirements, inclinations, and purchasing behaviors. This comprehension empowers firms to develop focused marketing strategies and provide customized experiences that foster customer loyalty and enhance revenue generation. The prevalent categories of criteria in consumer segmentation encompass demographic, psychographic, geographic, and behavioral factors, whilst the prevailing methodologies for constructing customer segments involve rule-based and cluster-based techniques. Rule-based segmentation involves the utilization of pre-established rules to allocate clients into distinct segments. Conversely, cluster-based segmentation employs statistical techniques to identify inherent clusters or groups within the customer population. This research investigates the application of the K-Means clustering technique for the purpose of segmenting customer behavioral data into several categories, namely Platinum, Gold, Silver, Bronze, or Bad. The clustering approach employed demonstrated a notable degree of accuracy and precision. Through the implementation of an appropriate strategy for customer segmentation, organizations have the potential to strengthen their product offers, concentrate their marketing communications, and augment client loyalty.

Obstacles to Implementation of the SDGs: Feelings Over Facts

This paper examines the human emotional and cultural barriers, primarily from the American perspective, to achieving the United Nations list of 17 Sustainable Development Goals [SDGs]. The data from select recent studies in the areas of education, sustainability, consumer rational, diversity, and consumer segmentation were evaluated to understand how these areas block us from moving forward in sustainability conversations. This paper argues that we can attack these barriers by re-examining the role and responsibility of higher education institutions. Institutions have not taken the necessary steps to prioritize making sure that the needs of society are balanced against the constraints of the world. This is evident through the way that we think of learning but can be addressed by bridging the gap between education and the workplace, encouraging diversity, and attacking elitism.

On being a foodie: Food literacy, involvement, and disgust

Foodies, despite representing a significant and important consumer segment globally, are not well characterized in the scholarly literature. In this study we examine the association between foodiness and food literacy, involvement, and disgust; factors known to mediate several dimensions of food behaviour. A sample of 617 Canadian youth (18–25 yrs.) completed a 25-item food literacy scale, the 8-item Food Disgust Scale (English version), and the Food Involvement Scale. Foodiness and foodie status (foodie or non-foodie) were determined using the modified Foodie Index. Results show that foodies (n = 204) are more food literate overall than non-foodies (n = 203) (Kruskal-Wallis H test), and score higher across all five subscales. They also have a higher level of general education attainment (Chi-square test). Unexpectedly, foodies also display higher food disgust than non-foodies (Kruskal-Wallis H test). We also show that the foodie construct is more complex than and qualitatively distinct from food involvement. Our findings should assist food marketers and retailers in market segmentation initiatives, and in aligning their products and services with the features and needs of those segments. Additionally, we discuss implications for education and policy strategies aimed at improving food literacy, and identify future research needs.