A Cluster Analysis of Natural Beef Product Consumers by Shopping Behavior, Importance of Production Attributes, and Demographics

摘要: The increasing complexity of consumer food-purchasing trends is an important factor guiding all agribusiness-marketing efforts (Kinsey and Senauer 1996). Retail sales indicate organic meats poultry the fastest growing segment $23 billion food industry, with a growth 77.8% from 2002 to 2003 (Organic Trade Association 2004). Sales through general supermarkets (rather than specialty natural markets) more doubled 1993 1995—an increase $98 million $210 million—and accounted for 45% natural/organic in 2001, up 31% 1998. These illustrate mainstream appeal foods motivate need profi les those most likely purchase meats. This research analyzes segments based on their interest willingness-to-pay various beef products (varied by production protocols potential public goods) using cluster analysis. Such analysis should facilitate producers’ ability effectively develop product concepts, labeling, promotional strategies targeted at receptive segments. hypothesis that there are multiple consumers who beef, different motivated factors. Ziehl (2004) found have previously purchased or occasionally buy meat alternative markets (not supermarkets) willing pay premium products. Consumer’s stated importance attributes such as and/or grass-fed practices, traceability, tested Mad Cow Disease also affect decision natural, regionally-produced beef. Ziehl’s market methods defi ne specifi c consumer-segment groups. Using analysis, common technique, one could sort similarities into groups, enhancing producer retail initiatives target development, messages, price points.