Agriculture Reference
In-Depth Information
8.4 OF segments
8.4.1 Profiling OF segments
A combination of usage rate, trusted points of purchase, and consumer's lifestyle has been
used to cluster OF consumers (cf. Hartman and New Hope, 1997). In this study, all aspects
related to community-supported agriculture, support for the local economy and cooperative
growers, food mileage, as well as environmentally friendliness concerns will be referred to
as consumers' lifestyle. This provides a more realistic idea of the OF market segments.
Segments
Acronym
Description
Percentage
Mean Range
True OF
consumers
TOF
RC, high trust, and
principle oriented
52.3%
3.27 to 4.54
Occasional OF
consumers
SOF
Non-RC, high trust, and
moderately principle
oriented
36.4%
2.54 to 3.75
Inexperienced
OF consumers
IOF
RC, low trust, principle
oriented
11.3%
0.32 to 4.36
Table 6. Cluster Analysis for a Combination of the Variables
TOF
SOF
IOF
Chi-Square
Gender
All segments are mainly represented by females
0.072
Age
Young
consumers
(25-45)
Young
consumers
(18-35)
Young and
older
consumers
(25-35 and
55+)
0.000*
Marital status
Single-
married-
divorced
Single-
married
Single-married
0.000*
Income
50-70K
30-50K
0-15K
70-100K
0.003*
Place of residence
Mainly downtown
0.001*
Level of education
University degree (undergraduate as well as
graduate degrees)
0.000*
Occupation
Professionals
Professionals
and white
collar
Professionals,
white collar,
and students
0.000*
Monthly spending
81.6% spend
$50-400
61.8% spend
$0-50
23.5% spend
$0-50
19.7% spend
$100-200
0.000*
Table 7. Socio-demographics of OF Consumers and Tests of Association *sig. at 5%
Cluster 1 is composed of
true OF
consumers, or TOF, as they buy OF products frequently,
trust almost all channels of distributions, and are principle oriented. Further, there are some
variations in their trust levels per channel of distribution as they show moderate trust with
regards to supermarkets (mean of 3.44 on a 5-point Likert scale), marketplaces (3.36),
Search WWH ::
Custom Search