Cluster Segmentation of Local Food Buyers: Key Drivers and Effective Communication Strategy for Local Food in Supermarkets
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2024-07-02
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nl
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This study examined a comprehensive overview of the most important product- and psychosocial drivers, demographic characteristics, and the potential influence of the feeling of groundedness on consumers’ purchase intention of local food products in supermarkets. Additionally, the goal was to facilitate the segmentation of these consumers. Moreover, this study tested two communication messages (taste-related vs. health-related) to determine which message has a greater impact on the purchase intention of a local food product in supermarkets. To investigate this an online survey was conducted among 208 consumers from the age of 19 to 79 years old. The results of the multiple regression analysis revealed that perceived quality, perceived price, and income have a negative effect on the purchase intention of local food in supermarkets. However, perceived healthiness, local economy support, age, and educational level have a positive effect on local food in supermarkets. Moreover, it revealed that communications where the focus is on taste lead to a lower purchase intention of local food compared to scenarios where the focus is on health, therefore there is a preference for health. The k-mean cluster analysis identified three consumer segments of the local food buyers: The All-around Moderate Supporters (TAMS), The Basic Positives (TBP), and The Enthusiastic Fans (TEF). TEF had the highest purchase intention and is therefore the best target group to focus on, followed by TBP, with TAMS having the lowest purchase intention. There were no differences in the outcome of the health- vs. taste-related communication comparison between the clusters. This was the first study that brought all the important drivers of local food buyers together and measured it as a whole. In addition, it created three valuable segments of the local food buyers in supermarkets. Finally, this study offers valuable practical implications for managers, particularly in the context of supermarket settings, to stimulate the purchase intention of local food buyers. Recommendations are provided for each of the three identified clusters.
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Faculteit der Managementwetenschappen