Identify Consumer Segments Research Articles

Preferences for certified forest products in Japan: A case study on interior materials

The purpose of this study is to examine the preferences of Japanese consumers for certified forest products and estimate their price premiums using a discrete choice experiment. Although Japanese consumers have almost no opportunity to purchase forest certification products now, except paper and paper-related products, Japan may be a promising market with significant scope for increasing the demands for the forest certification products. Each choice task of our discrete choice experiment contained alternative wall renovation scenarios with interior wood materials showing five attributes. In 2008, 150 respondents living in Sapporo, northern Japan, completed our questionnaire, which contained a series of the choice tasks. To understand heterogeneous preferences and identify consumer segments in a systematic way, a latent class model was applied. The results show that the mean price premium on Forest Stewardship Council certification of interior materials was 40.5% under a ceteris paribus condition. However, two identified consumer segments both placed greater value on other attributes of the interior materials: dimensional stability and/or area of production. The results indicate that, for suppliers of forest products outside of Japan, the merit of forest certification and the demerit of foreign product will cancel each other out in Japan.

Le preferenze dei consumatori della provincia di Trieste per l'olio extra vergine di oliva d'alta gamma

Food quality is made up of a set of both intrinsic and extrinsic characteristics, including how these characteristics are guaranteed and communicated to end consumers. As a result, purchase choices are affected not only by elements such as taste and price, but also by the level of food safety, production process characteristics, nutritional aspects, origin and organic certification. In this paper we present the results of an analysis of consumer preferences for Tergeste dop extra virgin olive oil produced in the province of Trieste. The conjoint analysis method was used to assess the importance attached by consumers to the different attributes of the extra virgin oil olive. A cluster analysis was carried out on the utility scores estimated in the conjoint analysis to classify consumers into homogeneous groups (or segments) for whom different attributes were more important. A proposal for consumer segmentation and the definition of ideal product is therefore, presented in the study. The paper concludes with some reflections and suggestions for the valorization of Tergeste dop in which it is shown that the characteristics of demand are such as to make the policy of high prices, related to the quality policy of the product, practicable. Finally, through analysis of identified consumer segments, the possibility for producers to implement new strategies to improve sales development are reported.

French consumer profiles' reactions to information on cod fillet products

Purpose – The aims of this study were: to identify consumer segments in France, based on their use of and trust in information sources regarding the freshness of fish, to examine differences between the segments regarding use of and interest in information cues and objective and subjective knowledge, to compare the consumer segments regarding their fish consumption and fish storage behaviour and to discover how different consumer segments reacted to labels regarding the processing of cod fillet products. Design/methodology/approach – This paper describes how French consumers (n=485) of fish were clustered in three segments based on their use of and trust in information sources regarding the freshness of fish and then compared by means of use of and interest in various information cues, knowledge, fish consumption behaviour, age and parenthood. Findings – Information regarding thawed cod fillet products should be carefully communicated. Fresh fish remains at the top of consumers' aspirations, regarding fish. However, a short label indicating that fish was frozen directly after catch and thawed directly before they were put on the retailers' displays may lead to an improvement of the image of previously frozen cod fillet products. Research limitations/implications – This survey based study could be confirmed in a real-life experimental setting. Practical implications – The results can be direct advice for the development of communication strategies for the successful launching of fresh and thawed cod fillet products in the market. Originality/value – This manuscript expands the segmentation presented by Pieniak et al. to France. Using this segmentation as a starting point, this study demonstrates the benefits of its use in the development of directed communication strategies.

Segmenting luxe-bargain shoppers using a fuzzy clustering method

Purpose – This study aims to identify consumer segments among luxe-bargain shoppers using a fuzzy clustering method based on psychographic variables related to both luxury consumption and bargain processes and profiles the identified segments in behavioral tendencies. Design/methodology/approach – The sample consists of 500 consumers who purchased a luxury brand at a bargain. The analyses involve running a confirmatory factor analysis, a fuzzy clustering analysis based on psychographic variables, and ANOVA for profiling the segments. Findings – A fuzzy clustering analysis identifies four distinct segments: deal hunters, sale-prone shoppers, active luxe-bargain shoppers, and royal shoppers. Each consumer segment exhibits differences in consumer characteristics, demographics, and behavioral tendencies. The study provides insight into varied luxury consumers. Research limitations/implications – In an effort to fill the gap between traditional framework in luxury research and today ' s luxury market that prov...

Consumer Preferences for Local and Sustainable Plant Production Characteristics

Some consumers are becoming more interested in and purchasing products that are locally grown and/or ecologically friendly. Market segmentation and product targeting are efficient methods to allocate a firm’s scarce marketing resources to supply heterogeneous markets. This study’s objective was to identify consumer segments, focusing on their gardening purchases, to determine whether there were differences in consumer preferences for provenance and environmental attributes for transplant purchases. Using a consumer survey of U.S. and Canadian consumers, we found that participants who purchased different plant types had distinct preferences for varying environmental attributes and provenances. We profiled nine consumer segments, identifying their plant purchases and preferences for local and sustainably grown products and plant containers. Results provide plant producers and retailers with market segments that can be identified and targeted and provide a basis for customizable marketing communications to enhance profits.

Estudio de la imagen de marca empleando la escala del carácter corporativo de Davies: un caso en la Argentina

Purpose: The main objective of this study is to achieve an empirical measurement of Yagmour’s brand image, an Argentine firm, using the Corporate Character Scale (or corporate personality scale) developed by Davies et al. (2004). Among respondents, it’s planned to identify consumer segments based on the Corporative Character Scale dimensions. Design/methodology/approach: Data were obtained from an on-line customer survey to 657 women who reside in the city of Buenos Aires and the suburbs (“Great Buenos Aires”). For the data analysis and personality scale redefinition, Structural Equation Modeling or SEM was used. By means of cluster and discriminant analysis the women surveyed (active customer of the brand) were segmented according to their personality perceptions of the brand. Findings: In order to achieve good measurement properties, only three of the seven proposed scale dimensions remained and these had to be refined so as to achieve reliability and convergent/discriminant validity. Among respondents, three female segments were clearly identified: the distant, the enthusiasts and the apathetic. Originality/value: While the study of corporate brand personality using factorial scales —such the ones developed by Aaker (1997) or Davies et al. (2004)— covered a wide range of products and services in different countries, the main value of the current investigation is to become a leading consumer research for the corporate brand personality field in Argentina.

Segments of sustainable food consumers: a literature review

AbstractSustainable food consumption is an important aspect of sustainable development. When adopting a sustainable food lifestyle, consumers are confronted with complex choices. Today's food consumption is too complex to be explained by socio‐demographic factors exclusively. A broader perspective is needed. In order to explain behaviour across different consumer segments better, relatively homogenous segments of food consumers were identified by segmenting food consumers based on a wide range of variables. The current study aims to provide an overview of published studies that have segmented consumers with regard to sustainable food consumption. The literature review has been conducted by searching SciVerse Scopus for all relevant articles available until November 2010. The main criterion for including a specific study was the inclusion of empirical analyses of primary data, resulting in consumer segments with regard to sustainable food consumption. Sixteen articles were incorporated in the final analysis. First, the variables used for segmentation and profiling in the included articles have been categorized into three levels of abstraction: personality characteristics, food‐related lifestyles and behaviour. The three levels of abstraction proved to be helpful in categorizing the segmentation studies. The findings indicate that variables on all three levels were efficient in differentiating consumer segments regarding sustainability. In addition, the importance of price and health differed across the segments, although these variables are only indirectly related to sustainability. Second, the three most frequently identified consumer segments with regard to sustainable food consumption were: ‘greens’, ‘potential greens’ and ‘non‐greens’. These segments differed from one another on all three levels of abstraction. This implies that future segmentation studies should include variables on all levels of abstraction to get a complete picture of existing sustainable consumer segments. Marketers should be aware that targeting specific segments based on socio‐demographic variables exclusively is not sufficient. Personality characteristics, lifestyle and behaviour are all important to take into consideration. Attempts at stimulating sustainable consumption might be most effective when differences across consumer segments are taken into account. Future research is needed to explore the characteristics of different sustainable food consumer segments with respect to their potential contributions in promoting sustainable development.

A cross-national consumer segmentation based on food benefits: The link with consumption situations and food perceptions

One of the greatest challenges to developing more successful marketing strategies in the food sector is gaining an understanding of the diversity of consumer needs. The current study aims to identify consumer segments based on consumers’ self-stated general importance ratings of a range of food benefits. It also aims to explore whether these segments are predictive for the importance that these consumers attach to food benefits at different consumption moments and in different consumption situations and whether these segments are predictive for consumers’ perceptions of specific food products in terms of these food benefits. A large survey (N=2083) was administered in four European countries. The present study shows that meaningful cross-national consumer segments can be identified on the basis of the importance that consumers attach to benefits related to health, convenience, satiety, sensory aspects, affect and personal norms. Furthermore, the study shows that the consumer segments identified on general importance ratings differ in the importance they attach to benefits across different moments and situations of consumption and across perceptions of different healthy food products versus unhealthy food products. The findings indicate that consumer segmentation based on general food choices is meaningful for policymakers and marketing managers, as this general segmentation provides information on specific consumer choices.

Impacts of fast food and the food retail environment on overweight and obesity in China: a multilevel latent class cluster approach

To simultaneously identify consumer segments based on individual-level consumption and community-level food retail environment data and to investigate whether the segments are associated with BMI and dietary knowledge in China. A multilevel latent class cluster model was applied to identify consumer segments based not only on their individual preferences for fast food, salty snack foods, and soft drinks and sugared fruit drinks, but also on the food retail environment at the community level. The data came from the China Health and Nutrition Survey (CHNS) conducted in 2006 and two questionnaires for adults and communities were used. A total sample of 9788 adults living in 218 communities participated in the CHNS. We successfully identified four consumer segments. These four segments were embedded in two types of food retail environment: the saturated food retail environment and the deprived food retail environment. A three-factor solution was found for consumers' dietary knowledge. The four consumer segments were highly associated with consumers' dietary knowledge and a number of sociodemographic variables. The widespread discussion about the relationships between fast-food consumption and overweight/obesity is irrelevant for Chinese segments that do not have access to fast food. Factors that are most associated with segments with a higher BMI are consumers' (incorrect) dietary knowledge, the food retail environment and sociodemographics. The results provide valuable insight for policy interventions on reducing overweight/obesity in China. This study also indicates that despite the breathtaking changes in modern China, the impact of 'obesogenic' environments should not be assessed too strictly from a 'Western' perspective.

Optimization of blended wine quality through maximization of consumer liking

A mixture design was used to optimize blended Vitis vinifera wines (Cabernet Sauvignon, Merlot and Zinfandel) for consumer acceptability. Consumer overall liking values were modeled within an augmented simplex centroid mixture design to determine areas of desirability for each consumer. Two major segments of consumers were identified, with membership mainly dependent upon responses to Zinfandel. Samples were less polarizing when the wines were blended as opposed to remaining as single wines. Three optimized blends were created: for all consumers, segment 1 and segment 2. A subsequent consumer study indicated that optimized blends for each segment were not significantly different from the other wines. However, segment 2 consumers preferred the segment 2 blend to the wine blend optimized across all consumers. The optimized blend across all consumers was the least liked for each segment. Identifying consumer segments can help better optimize products for successful entry into the marketplace. Optimizing a product within a mixture design environment is a useful, efficient technique to understand ingredient interactions and how they affect overall consumer acceptance.

Satisfaction across urban consumers of smallholder-produced teak ( Tectona grandis L.f.) poles in South Benin

The study used the expectancy-disconfirmation framework to investigate the satisfaction among urban consumers of teak pole in South Benin, so as to identify the areas where interventions are needed to secure market opportunity for smallholder forestry. A survey was conducted in five cities; and 223 household-heads were interviewed using systematic sampling, with a random start. Data were collected on socio-demographic characteristics, teak pole consumption forms, behaviour patterns, and motivations. Respondents also rated their expectations and perceptions for a set of nine attributes on a 7 points Likert scale. Hierarchical ascending cluster analysis was performed to identify consumer segments; and satisfaction level was analysed per segment, by determining the gap between expectations and perceptions, for all attributes. Four consumer segments were identified; and sociodemographic profiles differed across those segments. Competitive price was an important purchasing motivation across the identified segments. Consumers were dissatisfied with price, availability, knot frequency, bending, length, hardness, and durability of teak pole. The efforts to meet the consumer expectations should be concentrated on building farmers' capacity in silvicultural management, and ensuring the availability of good planting material. The issue of competitive price might be addressed, through the improvement of the overall efficiency in the value chain.

Natural medical attributes and benefits of Spirulina : Segmentation based on consumers' knowledge

Consumers today are more health conscious and more interested in health related products than ever before. This behaviour has led to the production of natural products such as the commercial production of microalgae. Of all the blue-green algaes, Spirulinahas received the greatest interest. Spirulina, a filamentous cyanobacterium is considered to be a wholesome natural source of nutrition, and is used for human food, animal feed, and inthe cosmetics industry. The medicinal use of Spirulina is due to its nutritional properties. Previous research on Spirulina showed that it has numerous beneficial effects on human health. The purpose of this research was to describe a quantitative study (n = 795) in Thessaloniki, Greece which identified consumer segments based on their awareness ofSpirulina and its medical benefits to human health. A further aim of the study was to explain the differences in awareness and level of knowledge of Spirulina’s beneficial role to health, on the basis of demographic and socioeconomic attributes. Two consumer segments were produced through K-means Cluster analysis, from the consumers that were aware of theSpirulina product (n = 343). These segments were tagged as “low knowledge consumer segment” and “moderate knowledge consumer segment”. Results also showed that clusters were statistically significantly different regarding awareness, age, occupation, and net individual monthly income. Key words: Spirulina, health products, consumer awareness, knowledge, segmentation.

Which perceived characteristics make product innovations appealing to the consumer? A study on the acceptance of fruit innovations using cross-cultural consumer segmentation

In general, fruit consumption in the EU does not meet governments’ recommended levels, and innovations in the fruit industry are thought to be useful for increasing fruit consumption. Despite the enormous number of product innovations, the majority of new products in the market fail within the first two years, due to a lack of consumer acceptance. Consumer segmentation may be a useful research tool to increase the success rates of new fruit products. The current study aims to identify consumer segments based on individual importance rankings of fruit choice motives. We conducted a cross-national, online panel survey on fresh fruit innovations in four European countries: the Netherlands ( n = 251), Greece ( n = 246), Poland ( n = 250), and Spain ( n = 250). Our cluster analysis revealed three homogeneous consumer segments: Average Joe, the Naturally conscious consumer, and the Health-oriented consumer. These consumer segments differed with respect to their importance ratings for fruit choice motives. Furthermore, the willingness to buy specific fruit innovations (i.e., genetically modified, functional food and convenience innovation) and the perceived product characteristics that influence this willingness differed across the segments. Our study could lead to more tailored marketing strategies aimed at increasing consumer acceptance of fruit product innovations based on consumer segmentation.

Purchase Drivers of Canadian Consumers of Local and Organic Produce

In recent years, the new trend for local and organic produce has transformed the landscape of fruit and vegetable purchasing. To this effect, “local” and “organic” logos have become the norm in many retail outlets. To examine the effects of different “local” and “organic” logos on Canadian consumers, a consumer survey was used to identify preferences for various external attributes and to identify consumer segments within the buyers of both local and organic purchasers. Our results indicate that the “Foodland Ontario” logo has the largest effect on likelihood of purchase and also increases willingness to pay within the overall sample. Furthermore, there are gender, region, and income differences associated with the likelihood of purchase and willingness to pay given various logos. Through this study, three consumer segments were identified, “Confident in Produce Produced in Ontario,” “In Organic We Trust,” and “Socially Responsible Locavores,” each of which has their own preferences for external characteristics.

The Appeal of Biodegradable Packaging to Floral Consumers

Currently, one of the most widely discussed topics in the green industry, which is promulgated by consumers exhibiting greater degrees of environmental awareness, is the issue of environmental sustainability. This has led to a desire for products that not only solve the needs of consumers, but are also produced and marketed using sustainable production and business practices. Consumers increasingly place a greater emphasis on product packaging and this has carried over to the grower sector in the form of biodegradable pots. Although various forms of these eco-friendly pots have been available for several years, their marketing appeal was limited as a result of their less-than-satisfying appearance. With the recent availability of more attractive biodegradable plant containers, a renewed interest in their suitability in the green industry and their consumer acceptance has emerged. The objective of this study was to determine the characteristics of biodegradable pots that consumers deem most desirable and to identify distinct consumer segments, thus allowing producers/businesses to more efficiently use their resources to offer specific product attributes to those who value them the most. We conducted a conjoint analysis through Internet surveys with 535 valid observations from Texas, Michigan, Minnesota, and Indiana. Our results show that on average, consumers like rice hull pots the most followed by straw pots. Our analysis identified seven market segments and corresponding consumer profiles: “Rice Hull Likers,” “Straw Likers,” “Price Conscious,” “Environmentally Conscious,” “Carbon Sensitive,” “Non-discriminating.” Idiosyncratic marketing strategies should be implemented by industry firms to market biodegradable containers to the identified consumer segments.

Are There Differences between Consumers’ and Marketers’ Privacy Expectations? A Segment- and Technology-Level Analysis

Despite previous examinations of business actions, consumer reactions, and regulatory efforts, there has been no direct comparison of consumer and marketer expectations for establishing and respecting privacy boundaries. This study directly compares consumer segments’ and marketers’ expectations for privacy boundaries that regulate marketers’ access to consumers and their information. Using data from a national online survey, the authors compare three consumer segments’ preferences regarding the boundaries for the use of eight information technologies (cookies, biometrics, loyalty cards, radio frequency identification, text messaging, pop-up advertisements, telemarketing, and spam) with survey results of marketing managers and database vendors for the same set of questions. The results identify consumer segments and technologies for which consumer expectations differ from marketers and, thus, for which more regulatory and public policy attention and research scholarship is needed.

Russian consumers’ motives for food choice

Knowledge about food choice motives which have potential to influence consumer consumption decisions is important when designing food and health policies, as well as marketing strategies. Russian consumers’ food choice motives were studied in a survey (1081 respondents across four cities), with the purpose of identifying consumer segments based on these motives. These segments were then profiled using consumption, attitudinal and demographic variables. Face-to-face interviews were used to sample the data, which were analysed with two-step cluster analysis (SPSS). Three clusters emerged, representing 21.5%, 45.8% and 32.7% of the sample. The clusters were similar in terms of the order of motivations, but differed in motivational level. Sensory factors and availability were the most important motives for food choice in all three clusters, followed by price. This may reflect the turbulence which Russia has recently experienced politically and economically. Cluster profiles differed in relation to socio-demographic factors, consumption patterns and attitudes towards health and healthy food.

Who consumes functional foods and nutraceuticals in Canada?: Results of cluster analysis of the 2006 survey of Canadians’ Demand for Food Products Supporting Health and Wellness

This research seeks to identify consumer segments related to consumption of functional food and nutraceutical products in Canada. The segments are differentiated by consumer receptivity to functional foods and nutraceuticals. In turn, receptivity is tied to attitudes, motivations and knowledge related to food/diet and connections with health. At one extreme, a segment emerges that is highly receptive to functional foods and nutraceuticals, and shows a keen interest in learning about foods that have health benefits. A second segment, conversely, has low receptivity, but demonstrates a higher degree of knowledge related to the relationship between food/diet and health. A key driver of receptivity towards functional foods and nutraceuticals appears to be perceptions of disease threat, which tend to increase with age. Pre-emptive use of messages relating to the preventative properties of these products does not seem to have a major impact on the receptivity of consumers.

Multichannel retailing in Korea

PurposeTo examine shopping orientation, information search, and demographics of multichannel customers in comparison to traditional single channel customers.Design/methodology/approachA questionnaire was used to assess research variables and mailed out to 10,000 individuals in South Korea who were randomly selected from a purchased national database. A total of 2,926 usable questionnaires were returned for a 29 percent response rate.FindingsShopping orientation, information search, and demographics differentiated shopper groups: single‐channel offline users, single‐channel online users, multichannel offline users, and multichannel online users.Research limitations/implicationsA lack of theoretical approaches, a direct self‐assessment for store choice behavior, and duplicated measures for independent and dependent variables perhaps limit its usefulness.Practical implicationsProvides guidance to global retailers who plan to pioneer new markets with multichannel retailing strategies. Shopping orientations, perceived usefulness of information sources, and demographics can be effectively used to identify target markets in Korea.Originality/valueThis study first explored Korean consumer profiles in the context of multi‐shopping channels and added valuable empirical findings to the current limited literature in multichannel retailing in the international market and to help global retailers identify consumer segments based on channel choice behavior.

Perceptual mapping of multiple variable batteries by plotting supplementary variables in correspondence analysis of rating data

In this paper we consider the use of correspondence analysis (CA) of rating data. CA of rating data allows a joint representation of the rated items (e.g. attributes or products) and individuals. However, as the number of individuals increases, the interpretation of the CA map becomes difficult. To overcome this problem, we propose a method that allows the depiction of additional variables, for example, background characteristics that may be of interest in identifying consumer segments, in the CA map. The idea we use is based on the representation of supplementary variables in ordinary CA. However, as the format of the additional variables is typically different from the rating data, a recoding is required. We illustrate our new method by means of an application to data of a product perception study for five cream soups.