Premium, popular and basic olive oils: mapping product segmentation and consumer profiles for different classes of olive oil

PurposeUrban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.Design/methodology/approachThis study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.FindingsThis paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.Research limitations/implicationsEven though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.Practical implicationsThe outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.Originality/valueThis study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.

Saccharina latissima Cultivated in Northern Norway: Reduction of Potentially Toxic Elements during Processing in Relation to Cultivation Depth

There is an increasing interest in the use of Saccharina latissima (sugar kelp) as food, but the high iodine content in raw sugar kelp limits the daily recommended intake to relatively low levels. Processing strategies for iodine reduction are therefore needed. Boiling may reduce the iodine content effectively, but not predictably, since reductions from 38–94% have been reported. Thus, more information on which factors affect the reduction of iodine are needed. In this paper, sugar kelp cultivated at different depths were rinsed and boiled, to assess the effect of cultivation depth on the removal efficacy of potentially toxic elements (PTEs), especially iodine, cadmium, and arsenic, during processing. Raw kelp cultivated at 9 m contained significantly more iodine than kelp cultivated at 1 m, but the difference disappeared after processing. Furthermore, the content of cadmium and arsenic was not significantly affected by cultivation depth. The average reduction during rinsing and boiling was 85% for iodine and 43% for arsenic, but no significant amount of cadmium, lead, or mercury was removed. Cultivation depths determined the relative effect of processing on the iodine content, with a higher reduction for kelp cultivated at 9 m (87%) compared to 1 m (82%). When not taken into consideration, cultivation depth could mask small reductions in iodine content during rinsing or washing. Furthermore, since the final content of PTEs was not dependent on the cultivation depth, the type and extent of processing determines whether cultivation depth should be considered as a factor in cultivation infrastructure design and implementation, or alternatively, in product segmentation.

Influencer dan Strategi Penjualan: Studi Netnografi pada Pengguna Jasa Selebgram sebagai Media Promosi

The business is undergoing many changes including the media used as promotion. The existence of advertisements on television began gradually abandoned and shifted to a new strategy, namely advertising on social media. The rapid growth of social media users in Indonesia has become one of the factors in the change. This study aims to determine the extent of the impact of using influencers as a promotion strategy on social media, especially Instagram. This study uses a qualitative netnographic method by collecting data through observation of social media accounts and in-depth interviews from informants. The results of this study include illustrating that there are positive and negatif impacts from the use of influencer services. Companies must be smart in choosing influencers that are in line with product segmentation, price, and influencer's background because people are now getting smarter at making purchases.

User Experience Analysis Of "Ayooklik.Com" Online Store Using Use Questionnaire In Determining Product Segmentation

Over time, the market function of the convention has now developed into an updated market namely Online Store. Online Store Business is currently supported by a marketing strategy called Product Segmentation. In the implementation of the marketing strategy, sometimes it is not in a position to satisfy all their customers at any time because not all requirements of every customer can be fulfilled by the Online Store company. To answer this problem, a solution that can be offered to solve the problem is to carry out the usability analysis process of the Ayooklik.com online store system in determining Product Segmentation. The results showed that Ayooklik.com customers were satisfied because the Ayooklik.com system was easy to learn so product needs were even greater. The high and low usability of the Ayooklik.com system affects the price of a product sold.

Examining the relationships between market indicators and hotel pricing approaches

Hotels are employing revenue management (RM) to improve profitability by efficiently managing the effects of capacity, as well as the effects of performance factors to model consumer behavior. This empirical paper discusses the extent and use of different pricing approaches and their success in this multichannel environment. Do hotels consider the effect of different pricing strategies? We compare the impact of the RM factors on the main pricing techniques and by using a hotel chain scale. Based on a sample of revenue managers’ responses, the results of this study confirm that while traditional pricing techniques are an old applicable approach, they are still used extensively. The empirical results show an association among distribution channels and dynamic pricing (DP) strategies, albeit the relationship is not such robust concerning traditional pricing techniques. From a practical standpoint, hotels would advance consumer-centric strategies to bargain competitive rates in the market. The results indicate that more than half of the respondent properties transact business through a type of opaque mechanism, but not for the luxury category. Empirical analysis by chain scale illustrates that in practice, most companies are adopting different pricing techniques considering the period and the market hurdles. Small chain hotels mainly implemented some form of traditional pricing techniques or the opaque mechanism, while the DP approach is more consistent with large chain hotels. This implies that the current environment of available data on the pricing optimization left of any provision of the consumer’s willingness to pay is challenging and distresses the hotels’ promotion of product segmentation.

Clustering optimization in RFM analysis Based on k-Means

RFM stands for Recency, Frequency, and Monetary. RFM is a simple but effective method that can be applied to market segmentation. RFM analysis is used to analyze customer’s behavior which consists of how recently the customers have purchased (recency), how often customer’s purchases (frequency), and how much money customers spend (monetary). In this study, RFM analysis has been used for product segmentation is to be arrayed in terms of recent sales (R), frequent sales (F), and the total money spent (M) using the data mining method. This study has proposed a new procedure for RFM analysis (in product segmentation) using the k-Means method and eight indexes of validity to determine the optimal number of clusters namely Elbow Method, Silhouette Index, Calinski-Harabasz Index, Davies-Bouldin Index, Ratkowski Index, Hubert Index, Ball-Hall Index, and Krzanowski-Lai Index, which can improve the objectivity and similarity of data in product segmentation so that it can improve the accuracy of the stock management process. The evaluation results showed that the optimal number of clusters for the k-Means method applied in the RFM analysis consists of three clusters (segmentation) with a variance value of 0.19113.

Strategi Komunikasi Pemasaran Sentra Tenun Prailiu dalam Meningkatkan Penjualan Kain Tenun Sumba Timur

Woven fabric is a handicraft product inherited from generation to generation. Woven fabric can be weared as dress in dances at parties or in traditional events. Every motif on woven fabric has meaning both traditionally and culturally. The purpose of this study is to find out the marketing strategy and the factors that influence it. The method used in this research is descriptive qualitative method with data collection techniques using the method of interview, observation, documentation to obtain primary data and secondary data. As well as data analysis techniques carried out through reduction, presentation and drawing conclusions. The result shows that implementation of marketing communication strategies Prailiu Weaving Center uses a marketing mix consisting of product, price, place and promotion which includes sales promotion, face-to-face promotion and direct marketing. The marketing strategy of the Prailiu Weaving Center consists of marketing strategy analysis which includes opportunity analysis and competitive analysis, as well as the marketing process which consists of determining product segmentation, targeting and positioning. Factors that influence marketing activities consist of supporting factors and inhibiting factors from both internal and external environments.

Product Segmentation and Sustainability in Customized Assembly with Respect to the Basic Elements of Industry 4.0

Sustainable manufacturing is not just about manufacturing, but also products and services. In the area of custom production processes, there may also be circumstances of organizational management where compliance with labor productivity and the due-date principle is problematic. Similar products with different operating times cause the throughput of assembly lines to slow down, increase number of works in progress (WIP), and increase productivity waste. It is possible to reduce this impact through various productivity-enhancing methods and innovations. This paper presents an innovative approach to product segmentation in the assembly phase of custom manufacturing, and a proposal for a new segmentation procedure that will allow significantly better integration of products into existing assembly processes without negatively impacting the company’s production indicators. The scientific problem was defined on the basis that extending existing segmentation by the third dimension of operating times allows products in MTO (made to order) environments to be divided into families with approximately equal operating times. This will increase assembly efficiency in existing medium to large companies without large investments in the development and adaptation of assembly process products. The contributions of this work relate mainly to simple adaptations to existing processes in medium-sized businesses. The proposed solution respects the basic elements of Industry 4.0.