Effects of Customized Skin Diagnosis Service on Participation-based Consumer Segmentation

Purpose: This study aimed to verify the possibility of consumer segmentation of customized cosmetic skin diagnosis services by identifying the needs of potential customers related to their consumption value, participation level, and pursuit benefits for each type of customized cosmetic service.Methods: An online survey was conducted for 13 days in September 2020 on individuals aged at least 20 years, living in Seoul and its metropolitan area. Among 483 received responses, only 393 were used for an analysis; insufficient responses and those written by residents living outside of the included region were excluded. Data were analyzed as per frequency analysis, factor analysis, reliability analysis, one-way ANOVA, post-hoc analysis, correlation analysis, and regression analysis.Results: Findings confirmed that consumer segmentation is possible in the customized cosmetic skin diagnosis services and customized ingredients services. After analyzing the average difference of consumption value, participation level, and pursuit benefits, the monthly average purchasing cost in cosmetics showed significant differences. Participation level, consumption value, and benefits were positively correlated. Participation level affects the consumption value.Conclusion: The customized cosmetic skin diagnosis service can serve as the foundation for the skin cosmetic industry development and as part of systematic and secure skincare.

Relationships between Intensity and Liking for Chemosensory Stimuli in Food Models: A Large-Scale Consumer Segmentation

This study, which was conducted as part of the Italian Taste project, was aimed at exploring the relationship between actual liking and sensory perception in four food models. Each food model was spiked with four levels of prototypical tastant (i.e., citric acid, sucrose, sodium chloride, capsaicin) to elicit a target sensation (TS) at an increasing perceived intensity. Participants (N = 2258; 59% women, aged 18–60) provided demographic information, a stated liking for 40 different foods/beverages, and their responsiveness to tastants in water. A food-specific Pearson’s coefficient was calculated individually to estimate the relationship between actual liking and TS responsiveness. Considering the relationship magnitude, consumers were grouped into four food-specific clusters, depending on whether they showed a strong negative (SNC), a weak negative (WNC), a weak positive (WPC), or a strong positive correlation (SPC). Overall, the degree of liking raised in parallel with sweetness responsiveness, fell as sourness and pungency perception increased, and showed an inverted U-shape relationship with saltiness. The SNC clusters generally perceived TSs at higher intensities, except for sourness. Clusters were validated by associating the level of stated liking towards food/beverages; however, some unexpected indications emerged: adding sugar to coffee or preferring spicy foods differentiated those presenting positive correlations from those showing negative correlations. Our findings constitute a step towards a more comprehensive understanding of food preferences.

Consumer Acceptability and Sensory Profile of Three New Celery (Apium graveolens) Hybrids and Their Parental Genotypes

Celery is a stalky green vegetable that is grown and consumed globally and used in many cuisines for its distinctive taste and flavour. Previous investigations identified the aroma composition of celery and profiled its sensory characteristics using a trained panel; however, evaluation of the sensory characteristics of celery combined with a consumer panel, where consumer preferences and acceptability are determined, is novel. In this study, three parental genotypes (12, 22 and 25) and three new hybrids (12x22, 22x12 and 25x12) were presented to a trained sensory panel (n = 12) for profiling and a consumer panel (n = 118), where liking and preference were assessed. Celery samples were analysed by SPME GC–MS and significant differences in aroma composition between all samples were identified, causing significant differences in the sensory profile. Furthermore, significant differences in attributes assessed for liking (appearance, aroma, texture and overall) were identified. Consumer segmentation identified three groups of consumers exhibiting differences in the hedonic reaction to the samples. Sweet and bitter taste along with overall flavour were identified as drivers of liking. Hybrid 25x12 was found to be the hybrid that exhibited high intensities for most of the attributes assessed.

FSA Consumer segmentation

For our audiences, it is important to find out how their attitudes and behaviours relating to food safety differ, in order to understand who is more likely to take food safety risks and in what context. This is essential for effective communications and helps us to shape food safety policy. The audiences in these documents have been created using attitudinal and behavioural segmentation that categorises people based on their attitudes to food and their reported hygiene and food safety behaviours.

Segmentasi Konsumen Pupuk Non-Subsidi Di Provinsi Nusa Tenggara Timur

The main goal of the research is to assist market players in entering the fertilizer market in East Nusa Tenggara by identifying and forming a non-subsidized fertilizer consumer segmentation. It is expected to provide market insight for fertilizer producers and determine targets when entering the non-subsidized fertilizer market. This research is a quantitative type described descriptively. The data collection technique was an interview equipped with a questionnaire with a Likert scale of the score. Respondents were food crop and horticultural farmers who use or have used non-subsidized fertilizers. The data analysis technique was the K-Means cluster analysis method. Research succeeded in forming two segments of farmers using non-subsidized fertilizers, passive farmer segment and innovative farmer segment based on psychographics and consumer behavior segmentation variables. Geographic and demographic variable descriptors described the segment profile. Keywords : Fertilizer; Marketing; Non-subsidized; SegmentCorrespondence to : [email protected] Tujuan penelitian ini untuk membantu pelaku pasar dalam memasuki pasar pupuk di Nusa Tenggara Timur dengan mengidentifikasi dan membentuk segmentasi konsumen pupuk non-subsidi. Dengan demikian diharapkan mampu memberikan pengetahuan pasar bagi produsen pupuk dalam menentukan target pasar. Penelitian ini merupakan penelitian kuantitatif yang dideskripsikan secara deskriptif. Teknik pengumpulan data dilakukan melalui wawancara yang dilengkapi dengan kuesioner dengan skor menggunakan skala likert. Responden penelitian ini adalah petani tanaman pangan dan hortikultura yang menggunakan atau pernah menggunakan pupuk non-subsidi. Analisis data menggunakan metode Cluster Analysis K-Means. Penelitian ini berhasil membentuk dua segmen petani pemakai pupuk non-subsidi, yaitu segmen petani pasif dan segmen petani inovatif berdasarkan variabel segmentasi psikografis dan perilaku konsumen. Profil segmen dijelaskan oleh deskriptor variabel geografis dan demografis.Kata Kunci : Non-subsidi; Pemasaran; Pupuk; Segmen

Clustering Esports Gameplay Consumers via Game Experiences

This study focuses on “game experiences” in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewing esports, and hardware enthusiasm. Four esports gameplay consumer groups are proposed (all-around gamer, conventional player, observer, recreational gamer) based on their prior esports experiences (esports gameplay, viewing esports content via media, and hardware enthusiasm). A total of 699 usable observations were initially collected by the online survey. Eventually, 508 observations were retained (127 for each group) for multivariate analysis of variance and subsequent univariate tests. The findings indicated the four esports gameplay consumer groups were empirically supported. Furthermore, this study found similarities and differences for each group based on the six antecedents of esports gameplay intention. The findings indicated hedonic motivation and price value might be considered general factors that may be applied to all esports consumers. Contrarily, the findings indicated that social influence, habit, effort expectancy, and flow might be suitable for tailored marketing strategies targeting esports consumer groups. Theoretically, the suggested esports experience will contribute to the growing body of knowledge aimed at understanding esports consumers' behavior through the consistent clustering of behavioral prior experience. Practically, the proposed esports consumers' clustering will contribute to more efficient marketing, with spending on more targeted marketing leading to effectively reaching the right people.

An Innovative Approach to Energy Consumer Segmentation—A Behavioural Perspective. The Case of the Eco-Bot Project

Energy consumption impacts the environment, humans’ well-being, comfort and quality of life. The article aimed to develop the original model of energy consumer segmentation, based on behavioural variables, which influence consumer decisions and motivations regardless of demographic, geographic and socio-cultural differences. The innovative contribution is the segmentation procedure, which fills the existing research gap and can be treated as a universal tool serving various groups of stakeholders for creating and implementing sustainable development policies. The methodology used for the segmentation is based on the original algorithm and involves classifying a consumer into the most appropriate group based on the measurement of the distance between the ideal class representative and a particular respondent. Several distance measures (e.g., Sokal–Michener, Goodall, Lin) were used, while the similarity of those classifications was verified using the adjusted Rand index. The segmentation involved adopting—a priori—five basic classes of consumers, varying in terms of motivation to save energy. The validation performed on a sample of 1606 respondents, carried out as part of the eco-bot project, verified both the classification approach adopted in the study and the accuracy of the assumptions. The application of the distance measures chosen for the study allowed for the assignment of 96.1% of the respondents to the appropriate classes, which yielded the following distribution: EI (33.9% of the respondents); DS (33.1%), AE (17.2%), O (7%) and I (4.9%).