SEGMENTATION OF FRESH FRUITS CONSUMERS BY PRODUCT AND STORE ATTRIBUTES AT KLANG VALLEY, MALAYSIA

SEGMENTATION OF FRESH FRUITS CONSUMERS BY PRODUCT AND STORE ATTRIBUTES AT KLANG VALLEY, MALAYSIA

Understanding consumer segment is important especially in marketing strategies. Segmentation of the consumers depend on many factors including socio demographic factors of the consumers, product line to be considered, types of retail formats used by the consumers, attributes of the product as well a...

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Bibliographic Details
Published in:International journal of food and agricultural economics Vol. 6; no. 1; pp. 73 - 84
Main Authors: Gindi, Abdullahi Auwal, Abdullah, Amin Mahir, Ismail, Mohd Mansor, Nawi, Nolila Mohd
Format: Journal Article
Language:English
Published: Fethiye Uluslararasi Gida ve Tarim Ekonomisi Dergisi 01-01-2018
International Journal of Food and Agricultural Economics
Edition:1128
Subjects:
attributes
attributes consumers fresh fruits
Consumer behavior
Consumer/Household Economics
Consumers
Decision making
Demand and Price Analysis
Demographics
Food
Food Consumption/Nutrition/Food Safety
fresh fruits
Fruits
Influence
Market segmentation
Market strategy
Marketing
Patronage
Preferences
Product lines
Purchasing
Retail stores
Segmentation
Shopping
Statistical analysis
Studies
Variables
Malaysia
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Summary:Understanding consumer segment is important especially in marketing strategies. Segmentation of the consumers depend on many factors including socio demographic factors of the consumers, product line to be considered, types of retail formats used by the consumers, attributes of the product as well as that of retail formats among other factors. This study examined and segmented the fresh fruits consumers based on the product attributes and store attributes considered by the consumers in choosing the place for their fresh fruits purchases. Results of the study indicates the most important fresh fruits attributes and that of retail formats considered by the Klang valley fresh fruits consumers when purchasing the product. Also using statistical analysis technique with the data collected from the fresh fruits consumers; they were segmented into three different segments each with its peculiar characteristics different from the other. The result suggests that for effective marketing strategies, there is need to consider the needs of each member of segment in meeting their needs as well as capturing the targeted segment.
ISSN:2147-8988
2149-3766
2147-8988
DOI:10.22004/ag.econ.283762