Segmenting consumers based on food choice motivation and product benefit expectations: A case study involving Kombucha
Kombucha is a fermented beverage that is rapidly growing in popularity in the United States. As part of a larger consumer study conducted in Portland, Oregon, kombucha consumers (n=230) participated in a retail simulation in a central location test. They evaluated 9 commercial products, made choice selections, and were prompted with questions related to food choice motivations, product expectations and choice satisfaction, and other aspects (psychographic, product usage, etc.). We used exploratory multivariate data analyses and cluster analysis methods to explore connections between food choice motivation and product choice, between expectation and satisfaction, and between food choice motivations and product benefit expectations. In this poster we highlight some of the methods used. Results help to better understand consumer expectations and drivers of purchase and repurchase within category-specific consumer segments.
Colonna, A.E., Hasenbeck, A., Jaeger, S.R., & Castura, J.C. (2019). Segmenting consumers based on food choice motivation and product benefit expectations: A case study involving Kombucha. Korean Society of Food Science and Technology International Symposium and Annual Meeting. 24-26 June. Incheon, Korea. (Poster).