Distinct Consumer Segments Research Articles

Profiling consumers for their shopping motivations in modern retail formats in Oman

PurposeConsumer shopping motivations are evolving in tandem with shifts in products, services and the retail landscape. This paper primarily aims to explore what drives shopping behavior among consumers in Oman. Additionally, the paper aims to profile consumers based on their shopping motivations.Design/methodology/approachBased upon the review of literature, we developed a list of 63 items of shopping motivations. Exploratory factor analysis later led to a 12-factor solution involving 50 items, which were refined further into an 11-factor solution involving 44 items using CFA. A combination of hierarchical and k-means cluster analysis was performed for profiling consumers.FindingsFive distinct segments of consumers that emerged in the Omani food and grocery retail market were derived as Practical Value Seekers, Discerning Shoppers, Selective Online Shoppers, Social Brand Seekers and Instant Gratifiers. Theoretical and managerial implications were discussed.Practical implicationsIn theory, this study examines market heterogeneity by considering customer shopping motivations and applies profiling (clustering) techniques to categorize them into distinct market clusters. In practical terms, it provides valuable insights to food and grocery store managers.Originality/valueThis study is novel and the first of its kind, suggesting a typology of food and grocery shoppers in Oman. Research on consumer shopping motivations has primarily focused on consumers in Western countries, particularly in the United States.

Preferences for processed tomato products’ attributes: an explorative analysis of Italian consumers using a large sample

IntroductionPrice competition in the tomato market may lead Italian processing companies to adopt product differentiation strategies to attract consumers and raise revenues. Exploring consumers’ preferences for processed tomato products’ attributes can support companies in implementing product differentiation strategies and succeed in the market.MethodsThis study used a convenience sample of 602 Italian consumers to identify consumers’ preferences for processed tomato products’ attributes selected through a literature review and tested by the Best Worst Scaling (BWS) method. Also, a two-step cluster analysis was used to identify and size consumer groups with common preferences for tested product’s attributes.ResultsOverall, our results showed that Italian consumers of processed tomato products strongly preferred attributes such as Country of origin, Organic, and Social and economic sustainability labels. In addition, the analysis shows the existence of three distinct consumer segments such as “traditional,” “price-sensitive,” and “sustainable” consumers. The largest one was price-sensitive consumers followed by sustainable and traditional ones.DiscussionOur findings have practical implications for producers and policymakers. Producers may use claims about the product’s origin jointly with an organic production logo and ethical label to differentiate their products and raise revenues. Likewise, policymakers should enhance monitoring and control measures to ensure with environmental, social, and economic sustainable standards compliance. This will support building consumer trust for those credence attributes. Overall, this study adds valuable insights to the existing literature on consumer preferences for processed tomato products, providing results with high external validity using a large convenience sample.

Meat fans' and meat reducers' attitudes towards meat consumption and hybrid meat products in the UK: a cluster analysis

SummaryMeat reduction, rather than total elimination, is emerging as a popular trend that fulfils most consumer demands. In this study, using survey results from 802 United Kingdom residents, we identified distinct groups of consumers based on their meat consumption habits and explored their attitudes towards meat reduction and their perception of hybrid meat products. Two distinct consumer segments were identified, named ‘fans’ and ‘reducers’. ‘Fans’ were unwilling to reduce their meat consumption, considering it a right that makes them feel good. They were more optimistic regarding environmental concerns and less enthusiastic about the idea of hybrid meat products. On the other hand, ‘reducers’, although they consumed meat, expressed feeling bad about it and reported high levels of environmental concerns. These differences were also reflected in their willingness to eat and buy hybrid meat products, as well as the desired type of meat and meat‐to‐plant‐based ratio in their chosen hybrid meat.

Factors Influencing Consumption of Animal-Based Dairy and Plant-Based Milk Alternatives in Australia

In the transition to more environmentally sustainable food systems, the production and consumption of resource-intensive animal-based dairy foods (ABD) remains a talking point. Given the power of consumer choice in transforming food systems, understanding consumer priorities surrounding ABD consumption and their plant-based counterparts is fundamental. Using data from 3271 unique survey respondents, the objectives of this study were to examine the consumption frequencies of ABD and plant-based milk (PBM) in Australia over time (2019–2022) and determine the psychosocial and sociodemographic factors associated with distinct consumer segments. Multivariate analysis identified sociodemographic and food choice factors associated with three consumer segments: ‘exclusive PBM consumers’, ‘exclusive ABD consumers’, and ‘mixed consumers’ (consumers of both product types). Despite the growing availability of plant-based milk alternatives, exclusive PBM consumption remains relatively uncommon compared to mixed plant and animal dairy consumption. ‘Exclusive ABD consumers’ had a higher probability of being older and less likely to prioritise health and nutrition than ‘mixed consumers’. ‘Exclusive PBM consumers’ were more likely to prioritise food tolerance and restrictions and less likely to prioritise product taste than ‘exclusive ABD consumers’. We report sociodemographic and motivational factors influencing animal-based dairy and plant-based milk choices. The outcomes are of interest to sustainable food systems development stakeholders, with potential applications in the public health and commercial food promotion sectors.

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.

Contextualizing hard cider flavor language and market position

Abstract This paper investigates the market position of hard cider within the broader alcoholic beverage market. The first experiment identifies two distinct consumer segments—around 40% prioritize flavor attributes, while 53% prefer production information. The second experiment utilizes a basket- and expenditure-based choice experiment and a multiple discrete choice extreme value model to assess hard cider's standing among commonly consumed alcoholic beverages. Results reveal that hard cider is perceived as a complement to red and white wine but is independent from beer. The study suggests marketing hard cider in conjunction with white wine to capitalize on observed complementarity. Emphasizing the importance of addressing both consumer segments—those valuing flavor notes and those prioritizing production information—the research offers valuable insights for optimizing hard cider market strategies.

Identifying segment-specific barriers to ordering environmentally sustainable plant-based meat dishes in restaurants

Eating less meat when dining out can help mitigate climate change. Plant-based meats can facilitate the transition to a more environmentally sustainable tourism sector. However, uptake of these products remains low. Building on the capability-opportunity-motivation behaviour model, this study identifies the main reasons for the general population of restaurant patrons to reject plant-based meats: they prefer meat and traditional vegetable dishes; they are concerned about not enjoying plant-based meat dishes; they perceive plant-based meat dishes as too expensive. Accounting for heterogeneity among diners leads to the identification of six distinct consumer segments, which differ in their reasons for not ordering plant-based meat dishes in restaurants. From these empirical insights, we derive recommendations for tourism professionals on how to entice specific consumer segments to order plant-based meat dishes and identify future avenues for research.

The Role of Promoting Agricultural and Food Products Certified with European Union Quality Schemes.

This study delves into the effectiveness of digital marketing strategies in promoting local agricultural and food products in Romania, certified with European Union quality schemes. By examining consumer profiles, preferences, and their awareness of EU quality labels, the research uncovers the motivations driving purchasing decisions and the influence of digital marketing on these choices. Utilizing quantitative methods, including a comprehensive survey across 903 respondents, the study identifies four distinct consumer segments: Eco-Advocates, Les Connaisseurs, Price-Sensitives, and Traditionalists. These segments exhibit unique behaviors and attitudes toward certified products. The research highlights the potential of digital marketing to significantly alter consumer behavior toward EU-certified products, underscoring the importance of tailored communication strategies. It contributes to the understanding of consumer segmentation in the context of European Union quality schemes, providing valuable insights for policymakers, marketers, and producers. The findings advocate for enhanced digital marketing efforts to increase awareness and appreciation of these certified products, thereby supporting the broader objectives of quality and certification in the European agricultural and food product sector.

Segmenting Chinese wine consumers on the basis of wine knowledge and consumption behavior

Purpose This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled. Design/methodology/approach Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method. Findings Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions. Originality/value This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

Segmenting U.S. consumers by food waste attitudes and behaviors: Opportunities for targeting reduction interventions

In order to achieve U.S. food waste reduction goals, changing the behavior of consumers will be essential as ∼50 % of wasted food occurs in residential settings. Segmenting consumers by their food waste patterns can help direct consumer campaigns, however no such analysis has been conducted in the United States. We analyze the food waste attitudes and behaviors of 1086 U.S. consumers who responded to an online survey by using k-means clustering and post-hoc sample weighting to ensure national representativeness. We identify four distinct consumer segments: Conscientious Conservers (22 % of households, 10 % of total food waste generated), Harried Profligates (26 % of households, 38 % of waste), Unrepentant Drink Wasters (21 % of households, 10 % of waste), Guilty Carb Wasters (31 % of households, 33 % of waste). For each segment we identify and discuss the constellation of attitudes, behaviors and characteristics that distinguish them from other groups and then postulate intervention and communication strategies that may prove fruitful for targeting messages in a manner that advance national food waste reduction goals in a cost-effective manner. For example, we recommend targeting campaign resources on the Harried Profligates segment, who report 45 % more wasted food than the sample average yet hold multiple attitudes conducive to supporting food waste reduction so long as the interventions can support this cluster's lack of planning skills in a manner that does not exacerbate the time pressure they report facing in day to day life.

The rise of solo dining: prediction and consumer profiling

ABSTRACT The aim of this study is twofold: first, to investigate the factors that affect consumers’ intentions to dine alone, drawing on the theory of planned behavior (TPB); and second, to segment consumers based on their motives for solo dining. The TPB is chosen as the theoretical framework because it is regarded as a comprehensive social-psychological model that can explain an individual’s intentions well. A total of 207 participants from Malaysia completed an online questionnaire using the convenience sampling method. The collected data were subjected to statistical analyses, including partial least squares structural equation modeling (PLS-SEM) and cluster analysis. Our findings show that only attitudes have a significant positive influence on intentions. Furthermore, entertainment and economic factors are found to be significant factors of attitudes. Findings from cluster analysis show four diverse groups: enjoyers, economical diners, socializers, and relaxers. This study represents the first attempt to explore consumers’ solo dining intentions through the lens of the theory of planned behavior. Moreover, by identifying four distinct segments of solo dining consumers, the findings offer valuable insights for restaurant owners seeking to effectively target this growing market. Overall, this study not only examines the factors influencing consumers’ solo dining intentions but also segments the types of solo diners, extending the utility of the TPB.

A toast to emerging terroir: exploring consumer attitudes toward local wine in Ukraine

PurposeThis paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.Design/methodology/approachData were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.FindingsThe findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.Originality/valueTo the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

Service Quality Dynamics: Exploring the Impact of Novelty on Customer Enjoyment and Satisfaction with Serving Robots

This report examines the influence of customer novelty on enjoyment and satisfaction in the context of serving robots within the foodservice industry. With a focus on addressing concerns surrounding service quality, the study utilizes the SERVQUAL model to evaluate reliability, assurance, tangibles, empathy, and responsiveness. Moreover, it investigates the levels of enjoyment and satisfaction in robotic service interactions. Through a comparative analysis of two distinct consumer segments, Explorers and Traditionalists, the study reveals that Explorers, characterized by novelty-seeking behavior, express higher satisfaction with robotic service. The findings suggest that businesses can enhance satisfaction by leveraging novelty in human-robot interactions. Furthermore, the study sheds light on the dynamics of human-robot interactions in hospitality, offering valuable insights for businesses aiming to optimize their use of serving robots. By understanding and capitalizing on evolving consumer preferences, businesses can effectively adapt their strategies to meet the changing demands of the market.

Masstige buyers: Profile, perceived luxury values and purchase intentions

AbstractAs the term masstige has only recently emerged, the literature on masstige branding and marketing remains relatively limited. More research is needed to understand better the distinct profiles of masstige and luxury buyers, their perceived luxury values and purchasing motives. Our study, involving 601 UK consumers, aims to address this gap. Based on consumers' self‐reported prior experiences with masstige and luxury brands, we identify four distinct consumer segments: Premium luxury Buyers, Masstige Buyers, Buyers of Both Premium luxury and Masstige, and Non‐luxury buyers who have not previously purchased either Premium luxury or Masstige brands. We then explore each segment's socio‐demographic profiles, their luxury value perceptions, and how these values influence their purchase intentions. Individuals across diverse income levels, spanning low, middle, and high, fall into four distinct segments with unique luxury perceptions. Premium luxury buyers are characterized as socially oriented perfectionists, while masstige buyers align with hedonic materialism. Buyers of both seek self‐distinction. Non‐luxury buyers spire for group conformity, prioritizing experiential enjoyment when given the opportunity. Furthermore, our study offers a practical value‐based positioning framework and a roadmap for brands looking to expand their target markets. This framework can be a valuable resource for luxury marketers seeking to refine their positioning and better align with the values that resonate with their target audiences.

Segmenting Fitness Center Customers: Leveraging Perceived Ethicality for Enhanced Loyalty, Trust, and Word-of-Mouth Communication

In an era marked by a growing emphasis on business ethics and sustainability, fitness centers face a compelling need to align their practices with their members’ perceived ethical values. To explore the role of ethics in the fitness industry’s expanding business landscape, this study draws upon established theories in consumer-perceived ethicality (CPE), business ethics, and customer segmentation strategies. The paper’s objectives were to adapt and validate the CPE scale for the Greek context and categorize fitness center members based on their perceived ethicality and to examine the impact of perceived ethicality on loyalty, word-of-mouth communication, and trust towards fitness centers. The research involved 286 fitness center members who completed a questionnaire measuring CPE, loyalty, trust, and word-of-mouth communication. Utilizing clustering analysis, two distinct consumer segments emerged, each demonstrating unique patterns of perceived ethicality. Intriguingly, both the high- and low-CPE groups assigned considerable importance to word-of-mouth communication, followed by trust and loyalty. These findings provide valuable insights for businesses in the fitness industry seeking to enhance their ethical reputation and bolster customer retention. Furthermore, the translated CPE scale holds the potential to contribute significantly to the ongoing discourse on consumer behavior regarding business ethics and sustainability within the fitness sector.

Consumer Valuation of European Certification Labels on Extra Virgin Olive Oil: Assessing the Impact of Multiple Labels and Consumer Heterogeneity

ABSTRACT Multiple food certification labels are a significant trend in food marketing, yet their impact on consumer decisions remains insufficiently understood. This study used a choice experiment to assess consumer valuation of European organic and Protected Designation of Origin (PDO) labels on extra virgin olive oil, considering consumer heterogeneity. The data were analyzed using a willingness-to-pay-space model and a binary probit analysis. Results indicate positive valuation of both labels when presented individually, with a higher premium price for organic farming (2.16€/L) than PDO (1.79€/L). The introduction of multiple labels reveals the presence of a sub-additivity effect and leads to the emergence of distinct consumer segments. The majority displays a negative willingness to pay, indicating strong substitution effects, while a minority perceives the labels as complementary. Moreover, some consumers are willing to pay a premium price for one label, but adding a second label undermines the effectiveness of the individual label.

Palate vs plate: segmenting restaurant consumers through food quality and portion size trade-offs

PurposeThis study (1) assessed restaurant consumers' perceived importance of better food quality versus larger portion sizes, (2) classified restaurant consumers into different segments based on their perceived importance of seven food quality attributes (taste, texture, aroma, appearance and the use of natural, local and organic ingredients) relative to portion size and (3) compared the identified market segments.Design/methodology/approachAn online survey assessed 613 USA adult participants' perceived importance of seven food quality attributes relative to portion size. A K-means cluster analysis classified participants into different segments based on their perceptions.FindingsFive restaurant consumer segments were identified: sensory-oriented consumers, taste-oriented organic food consumers, local and natural food consumers, quantity-oriented consumers and quality-oriented consumers. In general, quality-oriented consumers were the least likely to visit fast-food restaurants, had the highest average per-meal spending and were the least likely to eat out alone. Local and natural food consumers and taste-oriented organic food consumers had higher total restaurant spending than other groups. Quantity-oriented and sensory-oriented consumers visited fast-food restaurants more often and had lower total restaurant spending and per-meal spending than other groups. Age, sex and income were significantly associated with the segmentation outcomes.Practical implicationsFindings suggest promising opportunities for restaurants to enhance consumer perceptions of value by prioritizing the factors that hold the greatest significance to their target customers.Originality/valueThis study is the first attempt to segment restaurant consumers based on their perceived importance of food quality attributes relative to portion size, effectively identifying five distinct consumer segments.

Determinants of smart home adoption and differences across technology readiness segments

Smart home technologies (SHTs) encompass a wide range of products and services that fulfill users' needs and wants regarding the enhancement of the quality and comfort of their daily lives. Despite the pervasive impact of these technologies, SHT penetration is still growing at a relatively slow pace. A prominent reason of this might be inadequate understanding of the factors that motivate consumers to embrace SHTs. However, it is difficult to explain the adoption of SHTs with a replication of traditional adoption models due to differences in contextual factors. In addition, existing models solely use conventional adoption variables from the consumer perspective and exclude the business viewpoint. Hence, to fill this gap, initially, in-depth interviews with industry experts have been conducted and some predictive variables that were not mentioned in the literature have been identified. Consequently, these variables were used to enrich the existing diffusion of innovation (DOI) model and offer an extended SHT adoption framework. Based on this framework, value superiority, consumer protection, design & reputation, enjoyment, complexity, and compatibility have been extracted through exploratory factor analysis (EFA) as the dimensions of SHT adoption. However, the relative impact of these dimensions may be different for distinct consumer segments. To identify these differences and better design marketing and communication efforts, it is crucial to consider different characteristics of user segments and cohorts. For this purpose, users were classified into meaningful segments based on Technology Readiness Index (TRI) 2.0. Therefore, first, the TRI 2.0 variables were grouped into two categories as technology motivators and technology inhibitors after running another EFA. Based on these two dimensions, users were grouped under three segments after cluster analysis as Tech Savvies, Tech Yin-Yangers, and Tech Mediocres. Ultimately, the final objective of this research is to discover the differences among these segments in terms of their attitude toward and intention to adopt SHTs. Subsequently, independent regression analyses have been run to figure out the relative impact of the six dimensions of SHT adoption on attitude toward and intention to adopt SHTs for three different clusters. It is observed that there are significant differences among these segments that signal the vital importance of treating these consumer groups in distinct ways.

A segmentation of fish consumers based on quantity and type of fish: Insights from the Swedish market

The primary objective of this study is to elucidate the underlying factors contributing to the observed differences in fish consumption patterns. To accomplish this, a segmentation analysis was conducted on a representative sample of 2207 individuals from Sweden based on the dual dimensions of both the volume and variety of fish ingested. By scrutinizing these facets, the aim is to gain deeper insights into the distinct consumer archetypes characterized by their diverse fish consumption habits, thus uncovering the catalysts and deterrents that influence these patterns.The outcome of the segmentation analysis (i.e., two-step analysis: hierarchical clustering followed by non-hierarchical clustering technique) reveals four distinct consumer segments, each possessing unique attributes concerning their preferences and behaviours regarding fish consumption. These segments are classified as the “Frequent,” “Avid,” “Occasional,” and “Infrequent” fish consumers. The profiling of these segments is built on factors encompassing consumers' decision-making styles, involvement in food, environmental consciousness, as well as pertinent socio-economic variables including income, geographical location, age, educational attainment, and gender.Evident from the findings is the clear demarcation of two segments characterized by robust fish consumption tendencies, specifically the “Frequent” and “Avid” segments. Subsequently, there exists a segment showcasing moderately pronounced fish consumption behaviours labelled as the “Occasional” consumer group, in contrast to a segment demonstrating a markedly diminished inclination for fish consumption, denoted as the “Infrequent” consumer.All segments score high on habitual and brand-loyal purchasing intentions which emphasize the routine nature of fish consumption behaviour. In a broader context, the study underscores the inherent utility of segmenting consumers based on fish consumption volume and type, as this approach yields distinct consumer groups that can be systematically addressed by stakeholders ranging from policy makers to producers and other seafood advocates.

Consumers' insight and behaviour towards mango quality and safety attributes: implications for integrated value chain development

PurposeThe purpose of this research is to segment Pakistani consumers based on their insights and preference towards mango quality and safety attributes and to demographically characterise each segment so that effective value chain (VC) development strategies may be developed.Design/methodology/approachFactor and cluster analysis were applied to data collected from 400 mango buyers randomly selected from seven different cities in Pakistan.FindingsThis empirical study identified four distinct segments of mango consumers in Pakistan. The diversity of consumers' perception was mainly based on four factors: food safety, price and marketing, physical quality and shelf life. Based on their demographic characteristics and preferences for product attributes, the identified consumer segments can be classified as “traditional consumers,” “safety-conscious consumers,” price and market-sensitive consumers,” quality-sensitive consumers” and “perfect consumers.” This knowledge is useful to develop mango VCs that target specific consumer segments based on their chain level abilities and aspirations.Research limitations/implicationsThis study offers actors of mango VCs an enhanced understanding of consumer segments based on their perceived preferences towards the quality and safety attributes of mangoes, which would help VC actors design and develop business strategies that deliver value specific to each consumer segments. Findings of this study could also be useful to policy makers to design extension strategies that promote food safety and quality standards in mango VCs. Moreover, this study presents yet another case of consumer segmentation study for VC development in developing countries, adding a stepping stone towards a general VC theory development.Originality/valueThe findings stimulate the momentum of the growing literature, particularly in the developing countries on consumer insights and behaviour toward fruit quality and safety attributes of mangoes.