MARKET-SEGMENTATION OF SUPERMARKET FLORAL CUSTOMERS

被引:8
作者
BEHE, BK [1 ]
PRINCE, TA [1 ]
TAYAMA, HK [1 ]
机构
[1] OHIO STATE UNIV,DEPT HORT,COLUMBUS,OH 43210
关键词
CONSUMER BEHAVIOR; MARKETING; MULTIVARIATE ANALYSIS;
D O I
10.21273/HORTSCI.27.5.459
中图分类号
S6 [园艺];
学科分类号
0902 ;
摘要
A profile of consumer groups who purchased floral products from supermarkets was studied with a 106-item questionnaire developed to determine the domain of issues affecting supermarket floral purchases. Thirty-four factors were identified in factor analysis and formed the basis for cluster analysis. Cluster analysis was performed on survey responses to create five homogeneous consumer segments. Demographic data and floral-purchase factors were used to profile market segments and distinguishing elements. Fourteen factors contributed most to the differences between segments, including factors of product assortment, number of purchases, degree of personal use, and package importance. Clusters can be used by supermarket and florist management as potential target markets.
引用
收藏
页码:459 / 462
页数:4
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