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Segmenting the Australian organic food consumer market

journal contribution
posted on 25.09.2018, 00:00 by Parves SultanParves Sultan, HY 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. © 2018, Emerald Publishing Limited.

History

Volume

30

Issue

1

Start Page

163

End Page

181

Number of Pages

19

eISSN

1758-4248

ISSN

1355-5855

Publisher

Emerald Publishing, UK

Peer Reviewed

Yes

Open Access

No

Acceptance Date

15/08/2017

External Author Affiliations

University of South Australia; Deakin University

Era Eligible

Yes

Journal

Asia Pacific Journal of Marketing and Logistics