Segmenting the Australian organic food consumer market
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 January 2018
Abstract
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.
Keywords
Acknowledgements
The research supporting this paper was funded by the University of Canberra, the Central Queensland University, the Organic Federation of Australia, and the National Association of Sustainable Agriculture Australia. The authors wish to thank them. The authors also wish to thank the editor(s) and anonymous reviewers for their valuable feedbacks. The authors are grateful to Associate Professor Robert O’Sullivan for his continuous support.
Citation
Sultan, P., Wong, H.Y. and Sigala, M. (2018), "Segmenting the Australian organic food consumer market", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 1, pp. 163-181. https://doi.org/10.1108/APJML-10-2016-0211
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited