dc.description.abstract | Consumers’ shopping style, preference experience and lifestyle have changed significantly due to the rapid development of the Internet and the popularization of mobile devices. The recent spread of Covid-19 also makes these changes further. My thesis aims to examine how different consumer groups reflect different expectations and needs of consumers and to discuss the key factors that can influence consumers’ food purchasing behavior.
The thesis conducted segmentation analysis through three main aspects: demographic segmentation, psychographic segmentation regarding food choices motivation, and customer behavior segmentation. The approaches of reliability testing, variance analysis, and hierarchical cluster analysis with K-Means technique were applied for segmentation analysis in this research. My findings show that food consumers separated by demographic variables have significant differences in personal annual income, family annual income, and region. However, there is no significant differences in the gender and age. So, it is recommended to segment customers in personal annual income, family annual income, and region. Additionally, I categorized food consumers by food choices motivation into three groups: shoppers who pay less attention to food choices, shoppers who pay medium attention to food choices, and shoppers who pay more attention to food choices. It is also worth noting that all three consumer groups value price, convenience, food flavor and ease of handling, but less concern about the relationship between food and political views while making foods choice. In the third part, food consumers categorized by food purchase frequency in food consumption behavior can be divided into three groups: shoppers who pay medium attention to food choices and with high frequency of purchase, shoppers who pay less attention to food choices and with low purchase frequency, and shoppers who pay more attention to food choices and purchase infrequently. Finally, food consumers categorized by food consumption amount in food consumption behavior can be divided into three groups purchase: shoppers who pay less attention to food choices and have a low consumption amount, shoppers who pay medium attention to food choices and consume ordinary amounts, and shoppers who pay more attention to food choices and spend a lot of money. The results of this thesis can help food retailers understand the lifestyle, consumption preferences and motivations of different types of consumer groups. Food retailers can therefore adapt various marketing strategies toward different types of consumers and make subsequent decisions, which may help them gain competitive advantage in business. | en_US |