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Segmenting the Australian organic food consumer market

journal contribution
posted on 2018-01-01, 00:00 authored by P Sultan, Ho Yin WongHo Yin Wong, M Sigala
Purpose: The purpose of this paper is to segment the Australian organic food consumer market. Design/methodology/approach: A nationwide online survey was conducted for collecting data about the Australian organic food consumer market. Various statistical techniques were used for analyzing the data and identifying market segments. Findings: The key market segmentation variables that significantly characterize the Australian organic food consumer market include age, income, education, metro/city-vs-rural/region, purchase frequency, weekly expenditure, consumption period, retail outlets, perceived values, self-image, and perceptions about organic foods. Originality/value: Australia, like many other countries, is an emerging market for the organically produced and marketed food products. The current review unfolds the fact that there are limited studies in market segmentation, and no study in the Australian context, in particular. The current paper contributes to the organic food market segmentation literature and provides several implications for market segmentation strategy.

History

Journal

Asia Pacific Journal of Marketing and Logistics

Volume

30

Pagination

163-181

Location

Bingley, Eng.

ISSN

1355-5855

eISSN

1758-4248

Language

eng

Publication classification

C1 Refereed article in a scholarly journal, C Journal article

Copyright notice

2018, Emerald Publishing

Issue

1

Publisher

Emerald Publishing