Modeling and Promoting Organic Food Purchase. Issue 6 (17th August 2016)

• Record Type: Journal Article
• Authors: Ghosh, Sanjukta; Datta, Biplab; Barai, Parama
• Is Part Of: Journal of food products marketing. Volume 22:Issue 6(2016)
• Page Start: 623
• Page End: 642
• Publication Date: 2016-08-17
• Subjects: Attitude -- cluster analysis -- confirmatory factor analysis -- exploratory factor analysis -- knowledge -- media selection method -- organic food products -- scale development; Food -- Marketing -- Periodicals; Food industry and trade -- United States -- Periodicals; 381.45664097305
• DOI: 10.1080/10454446.2016.1141138
• Languages: English
• ISSNs: 1045-4446

Abstract

ABSTRACT: This study aims at enhancing organic food product (OFP) purchase by identifying customer segments based on their knowledge and attitude related to organic food along with their demographic profile. Two scales for measuring Knowledge and Attitude related to organic food were developed to measure their levels. The scales have covered six dimensions of organic food: Healthy, Eco-friendliness, Price, Availability, Certification, and Brand. After identifying the customer segments, each segment was further segmented based on their media consumption behavior. Hierarchical followed by K means cluster analysis resulted to six distinct segments with their corresponding subsegments. Cluster analysis was again performed for each customer segment, and a media selection method (MSM) was evolved to effectively communicate with OFP customers. These methods can guide marketers in devising an appropriate communication plan for enhancing OFP purchase.