Motivation-based segmentation of local food in urban cities: A decision segmentation analysis approach
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Date
2018
Authors
Arsil, P.
Li, E.
Bruwer, J.
Lyons, G.
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Journal article
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British Food Journal, 2018; 120(9):2195-2207
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Abstract
Purpose: The purpose of this study is twofold: first, to investigate the motives of urban consumers when purchasing local food products using means-end chain (MEC) analysis and second, to introduce an alternative approach to segment the market based on consumers' motivation using decision segmentation analysis (DSA).
Design/methodology/approach: DSA was used as advanced segmentation procedure of hierarchy value maps (HVM) produced by MEC analysis
Findings: The findings suggest that there are two main segments of local food consumers in urban Indonesia: (a) value-for-money and (b) health benefits. The value-for-money segment is dominant when making local food purchasing.
Research limitations/implications: This study did not capture the different cultural backgrounds in Indonesia as only three ethnic groups were interviewed
Practical implications: An understanding of the motivation-based segmentation of local food in urban cities is a useful tool in order to reinforce and attract local food consumers to consume more locally
Originality/values: This study reveals the motivation-based segmentation of local food in urban cities in Indonesia.
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Copyright 2018 Emerald Publishing