scholarly journals Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies

2013 ◽  
Vol 42 (3) ◽  
pp. 518-541 ◽  
Author(s):  
Benjamin L. Campbell ◽  
Saneliso Mhlanga ◽  
Isabelle Lesschaeve
Keyword(s):  
Conjoint Analysis ◽  
Quality Indicators ◽  
Market Segmentation ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Plastic Packaging ◽  
Segmentation Analysis ◽  
Key Drivers ◽  
Increasing Demand ◽  
The Impact

Consumers in today's marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.

Consumer Preferences for Cigarettes in Sudan-A Conjoint Analysis Approach

2016 ◽  
Vol 8 (3) ◽  
pp. 95
Author(s):  
Elfadil Timan Idriss
Keyword(s):  
Social Status ◽  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
The Social ◽  
Structured Questionnaire ◽  
The Way

<p>Understanding Consumer’s preferences on attributes of cigarettes market is the first step to successful marketing strategies. The goal of this article is to explore the preferences of the smokers and to determine the way consumers perceive the importance of cigarettes attributes using conjoint analysis. Research was conducted on a sample of 416 users of cigarettes in Sudan and data were collected using a structured questionnaire. By implementing conjoint analysis, the current study investigates how consumers do tradeoff between preferences of number of attributes and the importance they attached to each of these cigarettes' attributes. The four attributes that are dealt within this study are the social status, availability, quality and price of cigarettes. Though the preferences of the various consumers vary, the results show that while price, quality and availability are important attributes, the social status is the most preferred attribute in the cigarettes industry in Sudan. The findings of the current study provide essential implications for marketers in developing future marketing strategies and for investment in this sector.<strong></strong></p>

scholarly journals Wild-Caught Versus Farmed Fish – Consumer Perception

2017 ◽  
Vol 75 (2) ◽  
pp. 41-50 ◽  
Author(s):  
Marina Tomić ◽  
Zoran Lucević ◽  
Tea Tomljanović ◽  
Daniel Matulić
Keyword(s):  
Fish Consumption ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Wild Fish ◽  
Consumer Perception ◽  
Farmed Fish ◽  
Fresh Fish ◽  
Limited Knowledge ◽  
Older Consumers ◽  
The Impact

Abstract We have limited knowledge of determinants of consumer preferences for wild-caught versus farmed-raised fish, so this work aims to investigate the impact of sociodemographics, habits and frequency of fresh fish consumption, such as involvement in cooking, on the preferences for wild versus farmed fish. A survey was done on a sample of 1151 fish consumers in Croatia. Results showed that female, older consumers, consumers with higher income and those living in coastal parts of Croatia give higher preferences for wild fish and they detect differences between the taste of wild and farmed fish. Consumers with higher levels of habits of fresh fish consumption, who eat fresh fish often and are more involved in cooking, prefer wild-caught fish. These findings provide valuable information for the aquaculture sector, especially for planning marketing strategies for the promotion of farmed fish.

The Relative Impact of Wi-Fi Service on Young Consumers’ Hotel Booking Online

2017 ◽  
Vol 42 (7) ◽  
pp. 1152-1169 ◽  
Author(s):  
Niklas Eriksson ◽  
Asle Fagerstrøm
Keyword(s):  
Conjoint Analysis ◽  
Two Dimensions ◽  
Marketing Strategies ◽  
Relative Impact ◽  
Hotel Room ◽  
Young Consumers ◽  
Hotel Managers ◽  
Hotel Booking ◽  
The Impact ◽  
Rule Governed Behavior

This study aims to investigate the relative impact of Wi-Fi on consumers’ hotel bookings. It investigates two dimensions of Wi-Fi (price and reviews) in relation to overall hotel ratings, brand, and price per night. A scenario was arranged whereby participants (n = 120) booked a hotel room online. The results (r = .991, p = .000) of a conjoint analysis show that Wi-Fi price and Wi-Fi reviews affect the consumers’ booking, but not as much as hotel ratings and price per night. When looking only at Wi-Fi, results show that previous guests’ Wi-Fi reviews have a higher impact on booking than Wi-Fi price. Further analysis shows that Wi-Fi can be a “deal breaker” in a competitive and/or undifferentiated market. We propose that the impact of Wi-Fi can be understood as rule-governed behavior. Consequently, behavioral understanding of the impact of Wi-Fi could aid hotel managers in developing more effective marketing strategies.

Marketing a consumer durable brand in Malaysia: a conjoint analysis and market simulation

2010 ◽  
Vol 27 (6) ◽  
pp. 507-515 ◽  
Author(s):  
Fon Sim Ong ◽  
Philip J. Kitchen ◽  
Shih Shiuan Chew
Keyword(s):  
Conjoint Analysis ◽  
Product Evaluation ◽  
Marketing Strategies ◽  
Brand Names ◽  
Technological Advancement ◽  
Air Conditioner ◽  
Content Type ◽  
Market Simulation ◽  
Consumer Durable ◽  
The Impact

PurposeThis paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product – namely room air conditioners – under multi‐cue situations.Design/methodology/approachThis study first assesses the impact of a priori perceived differences between brand names, country of manufacture, price, quality, technological advancement, and warranty on product evaluation. Second, the relative importance of the attributes as evaluative criteria is determined by performing part worth analysis. Six pertinent hypotheses are developed and tested. Conjoint analysis is used to develop product profiles that respondents could evaluate via a survey. This is followed by a market simulation to suggest marketing strategies for Malaysian and Japanese products (the latter dominate the Malaysian market).FindingsThe findings indicate the importance of capitalising upon consumer durables' intrinsic qualities, and the need to carefully consider the relationship between price and quality. Ways to take advantage of the strength of foreign brand names need to be understood and operationalised. The simulation exercise also indicates ways in which indigenous and external competitors could take advantage of market opportunities.Research limitations/implicationsThe study does place in a Malaysian context, and moreover used a convenience sampling approach. The need is demonstrable for more representative probabilistic sampling. While country of origin effects are understood, other criteria (i.e. design, assembly, and source) need to be considered in future studies.Practical implicationsIt is felt that the approach utilised and the simulations developed can be applied in other geographic and cultural contexts and have implications for marketing strategies for branded consumer durable typologies.Originality/valueThe paper identifies and evaluates strategies for more effective competition in the Malaysian room air conditioner market. The use of conjoint analysis and market simulation provides a basis for competitive advantage in a tightly focused market sector.

scholarly journals Using Market Segmentation Analysis to Identify Consumer Preferences for Fresh Peach Attributes

HortScience ◽  
2018 ◽  
Vol 53 (11) ◽  
pp. 1664-1668 ◽  
Author(s):  
Ruchen Zhou ◽  
Chengyan Yue ◽  
Shuoli Zhao ◽  
R. Karina Gallardo ◽  
Vicki McCracken ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Choice Experiment ◽  
Online Survey ◽  
Latent Class ◽  
Consumer Preferences ◽  
The United States ◽  
Peach Fruit ◽  
Segmentation Analysis ◽  
Heterogeneous Preference ◽  
Latent Class Logit

Consumer preferences for attributes of fresh peach fruit in the United States are largely unknown on a national basis. We used a choice experiment to explore market segmentation based on consumer heterogeneous preference for fruit attributes including external color, blemish, firmness, sweetness, flavor, and price. We collected the data using an online survey with 800 U.S. consumers. Using a latent class logit model, we identified three segments of consumers differing by different sets of preferred quality attributes: experience attribute-oriented consumers, who valued fruit quality (48.8% of the sample); search attribute-oriented consumers, who valued fruit appearance (33.7% of the sample); and balanced consumers, who considered search attributes and experience attributes but who valued each in a balanced way (17.5% of the sample). Each group demonstrated differentiated demographics and purchasing habits. The results have important marketing implications for peach breeders and suppliers.

scholarly journals Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants

2020 ◽  
Vol 12 (7) ◽  
pp. 3035
Author(s):  
Junkyu Park ◽  
Mark A. Bonn ◽  
Meehee Cho
Keyword(s):  
Food Consumption ◽  
Market Segmentation ◽  
Educational Experience ◽  
Marketing Strategies ◽  
Food Marketing ◽  
Environment Protection ◽  
Food Groups ◽  
Culinary Tourism ◽  
Consumer Segmentation ◽  
Segmentation Analysis

As demand for temple food has significantly grown, this study’s objective was to conduct a market segmentation analysis of temple food consumer motives in order to develop effective marketing strategies. The study identified six motives specific to Korean temple food consumption representing “health-oriented,” “ethical vegetarianism,” “meditative mindfulness,” “educational experience,” “taste,” and “environment protection.” Motives were then used to generate four distinct temple food groups named Highly Motivated, Vegetarian, Environment-Oriented and Minimally Motivated. This study provided useful information for the application of Korean temple food marketing strategies for destinations featuring this growing trend in culinary tourism.

Proposal for a theoretical model for the analysis of the impact of cultural and personality factors on the demand for tourist services

2017 ◽  
Vol 48 (2) ◽  
Author(s):  
Araceli Maseda Moreno ◽  
Ignacio Soret Los Santos ◽  
José Antonio Vicente Pascual
Keyword(s):  
Theoretical Model ◽  
Market Segmentation ◽  
Marketing Strategies ◽  
Personality Factors ◽  
Value Proposition ◽  
Mass Customisation ◽  
Tourism Sector ◽  
The Impact ◽  
Available Resources

To determine the behaviours and motivations of tourists at each of the stages that make up tourist journeys is fundamental for the definition and development of the marketing and marketing strategies of all parties involved in the tourism sector. For this reason, we propose a theoretical model of analysis of the different factors that influence the behaviours and motivations of the tourist. This paper attempts to justify the influence that the culture of a place has upon the configuration of the personality of its inhabitants and whether these personalities give rise to different behaviours and motivations at each stage of the journey. The theoretical model will enable all involved in the tourism sector to identify and prioritise actionable levers, which can be used in their marketing and sales plans, adapting their value proposition through mass customisation, on the basis of segmentation. This proposal for a theoretical model will determine the relational strategy to be followed with tourists and will enable it to be more profitable in the long term, by developing value for tourists and being more efficient with the available resources. Keywords: personality, culture, travel cycle, mass customisation, market segmentation.

scholarly journals Market Segmentation of Leisure Boats Exhibited in the Boat Show by Using Multivariate Statistical Techniques

Pomorstvo ◽  
2020 ◽  
Vol 34 (2) ◽  
pp. 291-301
Author(s):  
Alper Kılıç ◽  
Emrah Akdamar
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Scaling Analysis ◽  
Multidimensional Scaling Analysis ◽  
Multivariate Statistical ◽  
Basic Parameters ◽  
Benefit Cost ◽  
Cost Factors ◽  
Intended Use

The aim of this study is to segment recreational boats according to their basic parameters in order to develop marketing strategies and to investigate the benefit/cost factors in consumer preferences across segments. For this purpose, 69 recreational boats under 10 meters exhibited at the Istanbul Boat Show were clustered using basic parameters. In the study, in which hierarchical clustering and multidimensional scaling analysis were used, the boats were divided into four clusters and these results were intended to create an input in the marketing strategies of the boats. These clusters are labelled from the lowest segment to the highest segment, A, B, C and D in ascending order. Based on the calculated averages of these segments for five variables, their intended use is introduced. This segmentation provides guiding findings in different areas such as marketing, advertising and production strategies from the arrangement of the boats within the fair. In addition, alternative actions have been determined for both the customer and the seller by revealing the costs to be incurred in the event that customers prefer different segments.

scholarly journals CONSUMER PREFERENCES FOR INDONESIAN CULINARY

2020 ◽  
Vol 34 (3) ◽  
Author(s):  
Hani Ernawati ◽  
Dodik Prakoso
Keyword(s):  
Conjoint Analysis ◽  
Market Share ◽  
Social Relations ◽  
Market Segmentation ◽  
Research Method ◽  
Consumer Preferences ◽  
Fresh Food ◽  
Design Attributes ◽  
Expressive Activity

Introductions: Indonesia has many traditional types of food which makes it a preferred culinary tourism destination.  The role of food in Indonesian culture is an expressive activity that reaffirms people’s social relations with life, and with trust, the economy, technology, and its various differences. Background Problems:  Identify consumer’s preferences on Indonesian culinary, estimate the market share of Indonesian culinary, determine the most preferred culinary, and determine market segmentation of Indonesian culinary. Research Method: The conjoint analysis was used to evaluate and measure customers’ preferences for culinary design attributes  included food origin, taste, freshness, price, and serving. Findings: The findings of this study were Indonesian food which most be preferred was in the combination of “salty & crispy, fresh, expensive, serving with waitress”, which most be preferred by consumer in the age between 25 years old and 40 years old, woman, originally from Europe, in the medium income level. Conclusion: Most consumers prefer  “fresh food” more than “not fresh food”. With respect to the “price,” consumers prefer the cheapest culinary. The market share of Indonesian food viewed consumers who placed it as their most preferred was 28.85%, occupied at the second rank subsequently to western food.

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